to stay within the Islamic guidelines ; the regulations are also there to look out for the interests of customers and manage the sustainability and the long term viability of Insurers and Takaful operators .”
Deen characterises3 the market within which PruBSN operates as “ well-established ”, but with relatively lower penetration and plenty of opportunity . Recognising that , on the whole , customers of all demographics are still served predominantly through agents and branches , PruBSN is striving to also accommodate Malaysia ’ s younger generations with more tech-savvy , digitally-focused alternatives and services . “ We embarked on our digital transformation journey more than five or six years ago ,” he says . “ and coincidentally just over a year ago , we moved into a new office and decided that we would make the office entirely wifi enabled and fully digitalised3 , with flexible workstations and work areas for everyone .” This development , it turned out , was highly perspicacious and enabled PruBSN to quickly 17
EXECUTIVE PROFILE : Ahmir ud Deen
Title : Chief Operations Officer
Industry : Insurance
A highly experienced executive in the APAC insurance market , Ud Deen earned a degree in Actuarial Science from the London School of Economics ( 1988 to 1991 ) prior to starting his insurance career in Dubai . Joining Allianz in 1997 , he eventually secured a MD / CEO role at the company ’ s Pakistani branch in 2000 . After spending four years in the role , he became a C-suite executive at PT Asuransi Allianz Life Indonesia for over five years . Joining Prudential Indonesia as Chief Financial Officer , he came to recognise the value of the Islamic insurance market , and eventually took on his current role as the Chief Operating Officer of PruBSN in 2014 . businesschief . asia