KUALA LUMPUR: Great Eastern Takaful Berhad celebrated its 13th anniversary on Sunday by staying true to its purpose to help people in need.
Great Eastern Takaful, in a statement, said the company continues to improve its reachability, which has now recorded over 1.6 million customers, to help achieve their life aspirations with comprehensive health and financial protection.
Its chief executive officer, Shahrul Azlan Shahriman said as a family takaful operator that is ever ready to protect its customers, the company truly appreciates the trust of Malaysians who have chosen Great Eastern Takaful as their protection partner.
“Their aspirations to live life in peace of mind and confidence with health and financial protection, especially in facing unprecedented challenges, have always been our priority,” he said in the statement.
Citing the keynote address during the Takaful Star Awards 2023, he said that, as of June 2023, the penetration rate of the takaful industry stood at 19.54 per cent compared to 19.48 per cent in 2022.
“This increase is aligned with the efforts of Great Eastern Takaful, which also plays a role as one of the leading takaful operators that place a huge commitment to help narrow the protection gap amongst Malaysians,” he said.
He added that besides launching a new product as the curtain-raiser of 2024, Great Eastern Takaful also launched a brand refresh initiative to increase its competitiveness and image in line with its group company, Great Eastern Holdings Limited, which has been operating for over 100 years.
He said this enhancement would feature a robust brand strategy to increase marketability and to ensure the brand’s relevance, especially for the younger generation.
“Beyond business operations, we are focusing on the low-income group (B40), which needs an affordable protection plan along with increasing awareness of takaful protection in helping them make the best choice for their future and their families,” Shahrul Azlan added.
The efforts to empower the B40 segment are also strengthened through the government scheme, mySalam which is actively being implemented and will continue for the next two years as announced in Budget 2024.
He said that as of 2023, Great Eastern Takaful, which was appointed as the manager of mySalam, had successfully helped more than 1,221,640 Malaysians and, to date, had assisted the payment of claims amounting RM900 million with 142 kiosks operating in all government hospitals to facilitate claims processes.
Meanwhile, the microtakaful protection plan, MikroSayang, which is offered specifically to help this segment, also showed great response and it now protects a total of 43,000 participants.
He said the enhancement of its product offerings, especially i-Great Nova, with various additional riders, also helps to increase the marketability of products that meet the needs of customers.
In addition, Great Eastern Takaful is also exploring new and more unique business opportunities and strengthening its strategic collaborations, such as its partnership with Amanah Warisan Berhad (AWARIS) in offering free will-writing service.
He said the 13th anniversary is also celebrated alongside its achievements in receiving various recognitions, including the Value-Based Intermediation for Takaful (VBIT) Award which recognised the company’s continuous efforts through the GETB Upcycling Project.
The initiative revolves around environmental awareness to more than 3,500 individuals and the introduction of recycling activities as a proactive measure in dealing with the plastic pollution issue. – BERNAMA
