As a leading takaful operator in Malaysia, Prudential BSN Takaful Berhad
(PruBSN) is on a mission to expand its services to meet the evolving needs
of its customers, and doing so by leveraging digitalisation. Its CEO, Wan
Saifulrizal Wan Ismail, expounds on the plans and initiatives in 2022 and
beyond that are set to elevate the company to new heights.
“Our brand promise is to provide ‘takaful for all, for life’, and providing support and assistance to help people achieve their life aspirations. To accomplish this, we aim to increase accessibility to various takaful products throughout our customers’ different life stages. This led to us providing innovative solutions that serve as comprehensive lifetime benefits and help us remain as the number one family takaful operator in the market by Annual Contribution Equivalent (ACE).
There is still a low rate of insurance and takaful penetration in the country, but the heightened awareness for financial protection given the pandemic is likely to drive the life insurance and family takaful products demand.
In order to remain relevant, we also need to be perceptive of customers’ needs, by diversifying our products to cover medical and life protection, and savings. We have offered comprehensive plans tailored for women, namely PruBSN Anggun that provides benefits such as women-specific illness protection, comprehensive mental care, female health and wellbeing while featuring its first-in-the-market fertility treatment benefit via its Mom Care rider.
As an inclusive takaful provider and with the increased interest in our services from the B40 segment, we are committed to serving the community and addressing the protection needs of the lower income segment by providing a microtakaful plan, BSN Takaful Sakinah.
The Digital Way Forward
As a health and wellness partner, we want to embed ourselves in people’s lifestyles through our super app, Pulse by Prudential, while also utilising it to offer them more coverage and financial protection as they go on with their lives. Through this application, we can strengthen our relationship with our customers, which is in line with our plans in the next few years.
Leveraging Malaysians’ interest in digital healthcare, we aim to provide our customers not only with necessary protection but to serve as a touchpoint for overall wellness and community engagement. Pulse and other online channels collectively elevate the overall digital experience and widen our customer reach.
We are focusing on environmental, social and governance (ESG) in our operations
to ensure business sustainability in the long-run. At the same time, while we have embarked on the digitalisation agenda for a while, we need to create more initiatives and enhance our visibility among the millennials who are influenced by the movement.
With these plans in the company’s pipeline, we are ready to overcome future
challenges as we strive to empower financial freedom for all and propel the
Malaysian takaful industry forward.”