After successfully launching the first product, Mortgage Reducing Term Takaful (MRTT), Takaful Ehsan continues it's initiatives in increasing market penetration by launching the second product, Takaful Salam, during it's first Malaysian roadshow from 17 - 22 May, 2011. It took a bold move to conduct the launching in Bukit Mertajam, Pulau Pinang, far away from capital of Malaysia, Kuala Lumpur. Bukit Mertajam is selected as the venue due to it's strategic location in the midst of 3 states i.e. Pulau Pinang, Kedah and Perak. Main purpose of the roadshow are:
1. Brand awareness campaign;
2. Takaful Salam product launching; and
3. Agency recruitment campaign.
Takaful Salam is an investment linked type of policy with 4 additional riders as follows:
1. Investment linked Takaful Ameen;
2. Investment linked Takaful hospital income;
3. Investment linked Takaful accelerated illness; and
4. Investment linked Takaful Salam saver.
Takaful Ehsan is expected to collect more than 1,000 leads generation for potential agents as well as customers to Takaful Salam. With highly Moslem populated area in Bukit Mertajam and surrounding area, Takaful Ehsan expects to create a successful brand awareness campaign in the north part of Malaysia.
The activities are held in the biggest shopping mall in Bukit Mertajam, AEON Jusco shopping complex, where huge number of visitors usually spend their time for shopping, eating, networking, business, etc. This roadshow marked a historical milestone for Takaful Ehsan and more interesting events scheduled to be launched in the near future. www.takaful-ehsan.com.my
Thursday, May 19, 2011
Wednesday, May 4, 2011
The Birth of Takaful Ehsan in Malaysia
On September 2010, Bank Negara Malaysia, being the insurance and takaful regulator, issued four new takaful licenses on top of the current eight takaful operators in Malaysia. GE Takaful was the first to launch followed by AIA AFG Takaful. The third one was ING PUBLIC Takaful Ehsan Berhad (Takaful Ehsan) officially launched on 5 April, 2011 in Kuala Lumpur, Malaysia. Takaful Ehsan is also the 11th. takaful operator in Malaysia. The strength in Takaful Ehsan lies in it's shareholders which are two strong household brand names i.e. ING and Public Bank. Both are leading players in life insurance and financial institutions, respectively. Obviously, Takaful Ehsan will leverage on it's strong shareholders by embarking on agency and bancatakaful as it's main distribution channels. Besides, Takaful Ehsan is also expected to capitalize on the medical service provider from ING being the no. 1 in medical service provider in Malaysia.
Takaful Ehsan aspires to be a low cost producer via "lean and mean" strategy for it's human capital. This is possible through the shared services agreement with ING on critical areas such as IT, Underwriting, Call Center, Risk Management, Investment, etc. With the shared services or outsourcing arrangement, Takaful Ehsan may utilise it's resources towards market penetration whilst back-end is mainly supported by experienced and well trained ING personnel. Time spent to develop the system and operational procedures are shortened. Various ready made templates and modules are ready for customization to suit with the need of Takaful Ehsan.
Takaful Ehsan has also managed to secure reasonable business from day 1 operation which may support the significant initial expenses in setting up the company. It is forecasted to capture a total 1st year contribution of RM31 million and increase significantly in the next 5 years for a total CAGR (compounded annual growth rate) of more than 50%. This is a remarkable annual growth rate and if maintained Takaful Ehsan may become one of the market leader in the next 5-10 years to come.
Another significant strategy of Takaful Ehsan is to embark on Global Market Penetration strategy after 3 years in operation. This is in tandem with the government aspiration to encourage local players to tap into global market. Takaful Ehsan may leverage on it's multinational shareholder, ING, where they have presence in several global market such as middle east, hong kong, India, etc. TE needs to strengthen it's local infrastructure and market penetration and export it's expertise to international market via it's shareholders.
Takaful Ehsan hopes to compliment other takaful players in increasing the local Moslem market penetration and subsequently export the expertise to acquire significant business from global market.
Takaful Ehsan aspires to be a low cost producer via "lean and mean" strategy for it's human capital. This is possible through the shared services agreement with ING on critical areas such as IT, Underwriting, Call Center, Risk Management, Investment, etc. With the shared services or outsourcing arrangement, Takaful Ehsan may utilise it's resources towards market penetration whilst back-end is mainly supported by experienced and well trained ING personnel. Time spent to develop the system and operational procedures are shortened. Various ready made templates and modules are ready for customization to suit with the need of Takaful Ehsan.
Takaful Ehsan has also managed to secure reasonable business from day 1 operation which may support the significant initial expenses in setting up the company. It is forecasted to capture a total 1st year contribution of RM31 million and increase significantly in the next 5 years for a total CAGR (compounded annual growth rate) of more than 50%. This is a remarkable annual growth rate and if maintained Takaful Ehsan may become one of the market leader in the next 5-10 years to come.
Another significant strategy of Takaful Ehsan is to embark on Global Market Penetration strategy after 3 years in operation. This is in tandem with the government aspiration to encourage local players to tap into global market. Takaful Ehsan may leverage on it's multinational shareholder, ING, where they have presence in several global market such as middle east, hong kong, India, etc. TE needs to strengthen it's local infrastructure and market penetration and export it's expertise to international market via it's shareholders.
Takaful Ehsan hopes to compliment other takaful players in increasing the local Moslem market penetration and subsequently export the expertise to acquire significant business from global market.
Tuesday, March 8, 2011
What will you do if you are the CEO of takaful company?
September 2010 marked a new episode in takaful industry in Malaysia as Bank Negara Malaysia (BNM) had approved 4 new takaful licenses. Even though the licenses are strictly for family takaful business, it came as a surprise to the industry players as BNM had, earlier, announced that they will approve only two new takaful licenses. Anyway, 2 out of 4 new players had launched their companies and already doing takaful business. ING Public Takaful rumored to be the next to join the bandwagon whilst AmTakaful (perhaps) will be the last to do so. Anyway, yesterday, 7/3/11, IBFIM had organized a postmortem session with the Islamic institutions to assess the effectiveness of the 10-yrs FSMP introduced 10 yrs ago. During the session, BNM had highlighted several critical success factors which according to them had failed to embark. Innovation of products is one of the issue where the industry was alleged to just replicate the conventional products and services with some cosmetic features and claims as Islamic products. Commitment from shareholders had also contributed to the shortfall in achieving the target. MIFC had also failed to materialized as expected. Whatever it is, the industry needs to review their strategies accordingly to prepare for the future masterplan which will be introduced sometime this year, according to BNM.
Now, if you are one of the CEO for the takaful company (maybe new or existing), what do you think you will set as top priority to ensure that your company will take the lead in the industry soonest possible. Be it IT, Operations, Finance, Sales, Human Capital, etc, CEO must prioritize the list and execute accordingly. Now, most of new players started their business using the shared services model and claim cost efficiency as the objective. Nevertheless, there are few players which are using the approach since day one had yet to convert into full-fledge takaful companies despite of being in operation for more than 4-5 years. The question is that which is more effective and efficient? Shared services come with a price. However, the sacrifice is the control i.e. takaful operator may have lack of control on the resources executing the processes. BNM had also highlighted the same where they claim that too long dependency on shared services lead to lack of technical know how transfer to takaful operator. Maybe yes.
Is top line a top priority or bottom line? As a new company, good top line will increase a confidence level to potential clients to participate in the takaful business. This is important in order to reap more business in future. However, shareholders are more keen to see the bottomline results. In other words, huge business with no profit is not a darling to most shareholders. Therefore, managing expenses is more crucial than struggling to record higher production. I know at least one takaful operator which recorded the profit margin lower than 2%. As an investor, this is a bad investment as he can easily find an alternative investment vehicle which can easily generate 4-5% annually with lower risk. Think about it if you are the CEO. Competent and talented human capital is crucial, for my opinion. You cannot lead an army which mostly do not know on how to pull the trigger. Nevertheless, with 4 new players coming into play more or less at the same interval, human capital is the main issue as talent is still shortage in the industry. Everybody agrees that we cannot build a house without a contractor who had experience in doing so previously. Therefore, all new players had no choice but to lure or entice from the same pool of talent. Best men win.......
Ok, let me stop here to allow readers to stir your brains and formulate the best strategy for your company should you be the leader in the company. Will continue with more interesting topics....
Now, if you are one of the CEO for the takaful company (maybe new or existing), what do you think you will set as top priority to ensure that your company will take the lead in the industry soonest possible. Be it IT, Operations, Finance, Sales, Human Capital, etc, CEO must prioritize the list and execute accordingly. Now, most of new players started their business using the shared services model and claim cost efficiency as the objective. Nevertheless, there are few players which are using the approach since day one had yet to convert into full-fledge takaful companies despite of being in operation for more than 4-5 years. The question is that which is more effective and efficient? Shared services come with a price. However, the sacrifice is the control i.e. takaful operator may have lack of control on the resources executing the processes. BNM had also highlighted the same where they claim that too long dependency on shared services lead to lack of technical know how transfer to takaful operator. Maybe yes.
Is top line a top priority or bottom line? As a new company, good top line will increase a confidence level to potential clients to participate in the takaful business. This is important in order to reap more business in future. However, shareholders are more keen to see the bottomline results. In other words, huge business with no profit is not a darling to most shareholders. Therefore, managing expenses is more crucial than struggling to record higher production. I know at least one takaful operator which recorded the profit margin lower than 2%. As an investor, this is a bad investment as he can easily find an alternative investment vehicle which can easily generate 4-5% annually with lower risk. Think about it if you are the CEO. Competent and talented human capital is crucial, for my opinion. You cannot lead an army which mostly do not know on how to pull the trigger. Nevertheless, with 4 new players coming into play more or less at the same interval, human capital is the main issue as talent is still shortage in the industry. Everybody agrees that we cannot build a house without a contractor who had experience in doing so previously. Therefore, all new players had no choice but to lure or entice from the same pool of talent. Best men win.......
Ok, let me stop here to allow readers to stir your brains and formulate the best strategy for your company should you be the leader in the company. Will continue with more interesting topics....
Friday, October 22, 2010
Investment Linked Takaful Seminar
- Concept and operational system of takaful business
- Development of takaful business in Malaysia
- Takaful business models used in Malaysia and throughout the world
- Insurance & takaful
- Types of investment linked takaful (ILT) products
- Features of ILT
- Fees & charges structures
- Underwriting procedures
- How ILT works?
- Methods of calculating benefits for
- withdrawals
- surrender
- death/TPD
- Key considerations in investment
- Key investment instruments
- Investor risk profile
- Life cycle risk profile
- Asset portfolio life cycle
- Designing a retirement planning calculator
- Total fund available at retirement
- Total fund required at retirement
- Calculating the funding schedule
- Marketing investment linked takaful
- Conducting fact finding
- Assessing and satisfying customer's needs
- Making recommendations to customer.
Friday, October 15, 2010
Do Things Differently in Takaful
I was recently being approached by a party which will be granted a takaful license in Malaysia recently. It was a good discussion and exchange of understanding pertaining the takaful matters. During the discussion, they seek for my opinion on how to design their new subsidiary in order to optimize the opportunity in market penetration. It is so common people will pose a question like "How you do things differently?" which we used to read in MBA or management's books.
I told them that do things differently may not necessary deliver better results. Of course, it will generate different results due to different ways of initiatives. Again, it may not necessary deliver better results! Good leader will evaluate the existing strengths and weaknesses of the group and capitalize the strength as much as possible to earn results. For instance, the group already had a good reputation in strong agency force thus that should be the main business strategic objective in the next 5 years. Besides, the partner in shareholding structure is a strong and well known bank which always being awarded with several prestigious awards from the industry. Thus, I told them to focus on this two main distribution channels namely agency as well as bankatakaful. Agency will easily take 3-4 years to show significant result therefore bankatakaful shall be the top agenda in the next 3-5 years. Don't have to crack their heads to find different ways to doing things! The solution is right on the table and ready to be executed.
However, I warned them to be extra cautious when optimizing the existing conventional agency force as it may rock the boat in the conventional business. The takaful leader shall executive with caution all the initiatives required. Clear target market shall be explained in order to avoid crossing the border. Takaful should not at the moment to consider the non-Moslem market as their main target market. Don't be too greedy as there are huge untapped Moslem market waiting ahead. The non-Moslem shall only be a complimentary and accommodation business to the main. Currently, the takaful market penetration in Malaysia is approximately 10% which mainly are Moslem. Thus there are still large number of Moslem who are yet to be insured in takaful business.
Bankatakaful is interesting if all the parties execute correctly. There are two types of bankatakaful which are product bundling and stand alone product. Product bundling is like MRTT, fire and motor takaful policies which are bundled with financing products of the bank. This type of products do not need high investment and efforts. The second type i.e. stand alone takaful product which is specifically designed to suit with the need of the bank's customers. Examples are like retirement, higher education plan, PA, health, etc. These can be part and parcel of the range of products promoted via the bank's sales force or financial consultants.
In conclusion, don't be too amazed with the phrase "do things differently" as it may not necessary deliver the expected results as those initiatives may have yet to be tested.
I told them that do things differently may not necessary deliver better results. Of course, it will generate different results due to different ways of initiatives. Again, it may not necessary deliver better results! Good leader will evaluate the existing strengths and weaknesses of the group and capitalize the strength as much as possible to earn results. For instance, the group already had a good reputation in strong agency force thus that should be the main business strategic objective in the next 5 years. Besides, the partner in shareholding structure is a strong and well known bank which always being awarded with several prestigious awards from the industry. Thus, I told them to focus on this two main distribution channels namely agency as well as bankatakaful. Agency will easily take 3-4 years to show significant result therefore bankatakaful shall be the top agenda in the next 3-5 years. Don't have to crack their heads to find different ways to doing things! The solution is right on the table and ready to be executed.
However, I warned them to be extra cautious when optimizing the existing conventional agency force as it may rock the boat in the conventional business. The takaful leader shall executive with caution all the initiatives required. Clear target market shall be explained in order to avoid crossing the border. Takaful should not at the moment to consider the non-Moslem market as their main target market. Don't be too greedy as there are huge untapped Moslem market waiting ahead. The non-Moslem shall only be a complimentary and accommodation business to the main. Currently, the takaful market penetration in Malaysia is approximately 10% which mainly are Moslem. Thus there are still large number of Moslem who are yet to be insured in takaful business.
Bankatakaful is interesting if all the parties execute correctly. There are two types of bankatakaful which are product bundling and stand alone product. Product bundling is like MRTT, fire and motor takaful policies which are bundled with financing products of the bank. This type of products do not need high investment and efforts. The second type i.e. stand alone takaful product which is specifically designed to suit with the need of the bank's customers. Examples are like retirement, higher education plan, PA, health, etc. These can be part and parcel of the range of products promoted via the bank's sales force or financial consultants.
In conclusion, don't be too amazed with the phrase "do things differently" as it may not necessary deliver the expected results as those initiatives may have yet to be tested.
Wednesday, September 22, 2010
Profit Testing
It has been more than 20 years I learned about Profit Testing in life insurance which I acquired during my college years in University of Iowa and ever since I had almost never apply in during my entire career. Nevertheless, I had the opportunities in several occasions, seen and being briefed pertaining the outcome of profit testing mainly on development of new life products as well as takaful products.
Now I have an opportunity to digest the entire technical aspects of profit testing as I need to present to a group of students on the same subject matter. Interesting and challenging enough..... For the benefit of readers, I summarize as below.
Profit testing basically a cash flow studies on the life insurance product as well as family takaful product on the future cash in and cash out. Besides, the investment income and inflation shall also be taken into consideration during the process of calculation. In a nutshell, the profit testing demonstrates the expected scenario in the future till the maturity of the policy pertaining the premium/contribution income, investment income (cash in) against expenses paid, commissions, taxes, reserves, claims benefits including death and living benefits. Therefore, the actuary must ensure that all the factors used in the testing must be prudent or extremely accurate based on extremely good judgement. The outcome of the testing will lead to a decision whether to proceed selling or promoting the product or not. Obviously, if the testing indicates a profitable outcome then it is worth to sell/promote otherwise the product shall be redesign accordingly.
However, the actuary shall conduct the testing again say on year to year basis against the actual experience of the company. For instance, he has to test the impact of actual investment income against the assumption used. Similarly, he may have to test against the expenses actually paid out which may differ from the assumption. This is the part where most people failed to exercise i.e. re-testing the products.
Besides testing on individual product basis, actuary shall also conduct profit testing on the life office model or takaful office model. This is to ensure that the entire portfolio of the company is healthy for the future growth of the company. Just to share some experience, there are instances where the agents loved to sell/promote health and medical scheme or plans as they are so easy to sell. Some smart agents even setup a 'permanent' station or booth somewhere within hospital or medical centre compound and start their normal persuading and convincing activities. In one aspect it is a good move but on the other aspect it may lead to huge number of non-std lives insured. Obviously, claims will arise as the actual experience of morbidity is far beyond the standard assumption used in the pricing. Finally, the portfolio is a losing account. It may be OK to have a losing account or portfolio sometimes as it is just a complimentary to other plans. Insurance or takaful needs to embark on corporate social responsibilities as well besides profit, profit and profit. Of course, one of the activities for CSR is offering plans highly needed by the consumers.
Now I have an opportunity to digest the entire technical aspects of profit testing as I need to present to a group of students on the same subject matter. Interesting and challenging enough..... For the benefit of readers, I summarize as below.
Profit testing basically a cash flow studies on the life insurance product as well as family takaful product on the future cash in and cash out. Besides, the investment income and inflation shall also be taken into consideration during the process of calculation. In a nutshell, the profit testing demonstrates the expected scenario in the future till the maturity of the policy pertaining the premium/contribution income, investment income (cash in) against expenses paid, commissions, taxes, reserves, claims benefits including death and living benefits. Therefore, the actuary must ensure that all the factors used in the testing must be prudent or extremely accurate based on extremely good judgement. The outcome of the testing will lead to a decision whether to proceed selling or promoting the product or not. Obviously, if the testing indicates a profitable outcome then it is worth to sell/promote otherwise the product shall be redesign accordingly.
However, the actuary shall conduct the testing again say on year to year basis against the actual experience of the company. For instance, he has to test the impact of actual investment income against the assumption used. Similarly, he may have to test against the expenses actually paid out which may differ from the assumption. This is the part where most people failed to exercise i.e. re-testing the products.
Besides testing on individual product basis, actuary shall also conduct profit testing on the life office model or takaful office model. This is to ensure that the entire portfolio of the company is healthy for the future growth of the company. Just to share some experience, there are instances where the agents loved to sell/promote health and medical scheme or plans as they are so easy to sell. Some smart agents even setup a 'permanent' station or booth somewhere within hospital or medical centre compound and start their normal persuading and convincing activities. In one aspect it is a good move but on the other aspect it may lead to huge number of non-std lives insured. Obviously, claims will arise as the actual experience of morbidity is far beyond the standard assumption used in the pricing. Finally, the portfolio is a losing account. It may be OK to have a losing account or portfolio sometimes as it is just a complimentary to other plans. Insurance or takaful needs to embark on corporate social responsibilities as well besides profit, profit and profit. Of course, one of the activities for CSR is offering plans highly needed by the consumers.
Sunday, September 19, 2010
Takaful Practice - A Guide to Examinations
In May 2010, I was offered by IBFIM to consider being their Vetting Expert/Editor for their forthcoming book on takaful. Well, in order to ensure that my knowledge and experiences can be shared with the public, I decided to accept the offer. After about 3 weeks of intense and thorough reading the manuscript written by two authors, alhamdulillah I managed to summarize a total of about 300 comments and suggestions to improve the book. More or less, the draft was delivered in a good manner where a beginner and perhaps an intermediate practitioners in insurance and takaful can benefit from it. Generally, it covers the concept of takaful in depth where the syariah perspectives on the conventional insurance was well presented. Nevertheless, non-Moslem may encounter some difficulties as there are many arabic terminologies introduced as there are no equivalent translation in English. Perhaps, future takaful book should introduce a complete glossary at the end for ease of reading.
Next, the book presents the different takaful products being marketed today for general and family takaful. The content is quite comprehensive for the most common takaful products in Malaysia. We would appreciate for those outside Malaysia to share their feedbacks with respect to the relevant products in their respective countries. In addition, it also presents the legal issues and operational procedures such as underwriting and claims.
After completed vetting the book, I realize that most takaful books published todate have more or less common issues such as syariah perspectives, legal, operational and products. Thus, I am planning to write my own book on takaful but it will cover slightly different perspective and content. Already started but still far from completion. Hopefully, I should be able to complete before middle of next year, insyaAllah.
Next, the book presents the different takaful products being marketed today for general and family takaful. The content is quite comprehensive for the most common takaful products in Malaysia. We would appreciate for those outside Malaysia to share their feedbacks with respect to the relevant products in their respective countries. In addition, it also presents the legal issues and operational procedures such as underwriting and claims.
After completed vetting the book, I realize that most takaful books published todate have more or less common issues such as syariah perspectives, legal, operational and products. Thus, I am planning to write my own book on takaful but it will cover slightly different perspective and content. Already started but still far from completion. Hopefully, I should be able to complete before middle of next year, insyaAllah.
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