Business Chief APAC+ANZ Magazine December 2020 | Page 12

PRUDENTIAL BSN TAKAFUL BERHAD

Ahmir ud Deen , COO , describes how PruBSN is taking a leadership role in modernising takaful insurance for the Malaysian industry

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T he sharp trajectory of change currently being experienced in insurance ( and Takaful ) makes it one of the most exciting industries of the digital era . Already grappling with the paradigm-shifting advances of digital transformation at the start of 2020 , COVID-19 shifted the sector ’ s perspective to a dual emphasis ; companies realised that technology was not merely a tool for streamlining the status quo , but rather the method by which the business could actively improve its customers ’ lives and provide stability to global economies . Few companies were better poised to take a regionally leading role in this ‘ new normal ’ than Prudential BSN Takaful Berhad ( PruBSN ), the largest takaful insurance provider in Malaysia .

Founded in 2006 , the company has swiftly risen to prominence . “ When I first joined PruBSN in 2014 , having moved from Prudential Indonesia , we had already been the Number 1 Family Takaful company within the very large Islamic Financial Market of Malaysia , since 2010 .” explains Ahmir ud Deen , Chief Operations Officer ( COO ) of Prudential BSN
DECEMBER 2020