Sun Life Malaysia and Etiqa Family Takaful Honoured in Asia’s First Customer-Driven Life Insurance Awards
Kuala Lumpur, 2019 — The Malaysian life insurance and family takaful industry marked a landmark moment as the inaugural Life Insurance and Family Takaful Award 2019 was announced — Asia’s first independent award of its kind based entirely on actual customer feedback.
About the Award
The Life Insurance and Family Takaful Award was established in 2019, making it a pioneering recognition in the region. Unlike many industry accolades that rely on jury panels or paid nominations, this award is grounded entirely in the voices of Malaysian consumers — offering a transparent and neutral evaluation of the customer service and products that each company delivers.
The awards help Malaysians better compare insurance and takaful companies by cutting through the noise and presenting clear, unbiased insights on who truly serves their customers well.
How Winners Are Determined
The 2019 survey was conducted online from November 2018 to March 2019, with over 10,000 Malaysians participating. Winners are selected using actual customer reviews combined with a sophisticated statistical model, ensuring that the results remain impartial and free from commercial influence.
Each company is awarded a star rating from one to five, reflecting the level of service and product quality experienced by real policyholders. Much like how travel and hospitality review platforms allow consumers to evaluate hotels and restaurants, this award brings the same level of transparency and accountability to the insurance and takaful industry in Malaysia.
In 2019, Malaysia had 14 life insurance companies and 11 family takaful companies operating in the market. Companies that did not receive a sufficient number of responses were excluded from the rankings to maintain data integrity.
The Winners
Best Life Insurance — Sun Life Malaysia Assurance Berhad
Sun Life Malaysia Assurance Berhad emerged as the winner in the conventional life insurance category. Raymond Lew, CEO & President / Country Head of Sun Life Malaysia, received the award on behalf of the company. He described the recognition as a meaningful affirmation of the company’s “Client for Life” strategy — one that places the client at the centre of everything it does, from making processes easier and more personalised to improving problem resolution.
Best Family Takaful — Etiqa Family Takaful Berhad
Etiqa Family Takaful Berhad took home the top honour in the family takaful category, marking its recognition as the best family takaful provider as voted by the Malaysian public. Zafri Ab Halim, CEO of Etiqa Family Takaful Berhad, expressed pride in receiving the inaugural award, noting that delivering fast, easy, and customer-first services has always been at the heart of Etiqa’s approach.
Why This Award Matters to Consumers
Life insurance and family takaful are among the most important financial decisions a Malaysian can make — yet choosing the right provider has never been straightforward. With so many companies in the market offering varying levels of service, product quality, and claims experience, consumers often struggle to make informed choices.
This award addresses that gap by putting the power back in the hands of ordinary Malaysians. Rather than relying on industry insiders or commercially driven evaluations, the rankings are shaped by the lived experiences of real policyholders — from the ease of signing up and the quality of advice received, to the efficiency of claims processing when it matters most.
A Milestone for the Malaysian Insurance Industry
Being the first edition of this award, the 2019 Life Insurance and Family Takaful Award set a new standard for accountability and transparency in Malaysia’s insurance sector. It signals a shift towards a more consumer-centric industry — one where companies are measured not just by their financial performance, but by how well they genuinely serve the people who trust them with their protection needs.
For Malaysian consumers, the message is clear: when choosing a life insurance or family takaful plan, look beyond the brochure. The best provider is one that consistently delivers on its promises — and now, Malaysians have a way to find out who that is.
