With Bank Negara Malaysia’s new Digital Insurer and Takaful Operator (DITO) framework paving the way for fully digital insurers, established players like Liberty General Insurance Berhad are re-evaluating how to remain competitive - without losing the human element that has long defined the industry.
For Liberty, digitalisation is not a threat, but a tool to enhance accessibility, speed, and service quality.
“We don’t see digital as a competitor versus traditional; we see it as an enabler,” said Grace Quah, Chief Distribution Officer of Liberty General Insurance. “Digital tools make us faster and more accessible, while our business partners make us personal and trusted.
Bringing Technology and Personal Service Together
Liberty has developed digital tools that integrate seamlessly with its traditional service model. Its One Touch app allows policyholders to request roadside assistance, track claims, review policy details, and receive renewal notifications, all with a few taps. Meanwhile, the OneUp Suite mobile platform equips Liberty’s business partners to issue motor, travel, and personal accident policies on the go, while monitoring new business and renewals in real time.
“Combining technology with human advice allows us to serve customers efficiently, without losing the personal engagement that matters most in certain areas or for specific customer segments,” Quah explained.
Expanding Inclusion Beyond Urban Centres
Despite forecasts that Malaysia’s insurance market could reach RM116 billion by 2030, nearly 10 million Malaysians and 600,000 micro, small, and medium enterprises (MSMEs) remain underinsured. Liberty is tackling this gap through simplification, access, and education.
“Our digital tools make it easier for customers to engage with us, while our network of business partners ensures we can reach communities where digital adoption is limited,” Quah said.
Business partners are also trained to guide first-time policyholders, helping them understand not only insurance products but the broader importance of financial protection - bridging both the digital and knowledge divide.
Rebuilding Trust Through Transparent Claims
For many Malaysians, the claims process is the litmus test for trust in an insurer. Ronnie Chan, Chief Claims Officer at Liberty, said transparency and speed are central to the company’s transformation.
The insurer has introduced a video appraisal system for flood and vehicle damage, cutting assessment times from about a week to as little as two to three working days. Policyholders can track progress directly through the One Touch app, reducing uncertainty and improving confidence in the process.
“Transparency in claim settlement is our priority,” Chan said. “We provide clear explanations of how claims are assessed and multiple channels for queries, including the app and our website.”
Liberty has also formalised service expectations through its Claims Service Charter, which sets measurable standards for response times and communication.
Catering to Both Digital Natives and Traditional Customers
While fintechs and digital-first platforms appeal to younger, mobile-first Malaysians, Liberty’s strategy is to serve customers across life stages through choice and flexibility.
“Young Malaysians want instant access and simplicity - that’s what One Touch delivers,” Quah said. “But as their needs grow, they also seek guidance. Our approach is to offer both options, letting customers decide what works best for them.”
This dual approach allows Liberty to remain relevant to a wide demographic while retaining the personal touch that builds trust.
Regulation as a Catalyst, Not a Constraint
Quah and Chan both highlighted that Bank Negara’s DITO framework has raised industry-wide standards in governance, consumer protection, and operational resilience - areas where Liberty is already deeply invested.
“We see regulation not as a burden, but as a validation that innovation and customer protection must go hand in hand,” Chan said.
Liberty’s commitment to innovation and compliance has been recognised through awards such as the Insurance Asia Awards for Digital Transformation, reinforcing its alignment with both regulatory expectations and customer needs.
As Malaysia’s insurance sector moves toward a more competitive, digital-first landscape, Liberty’s approach underscores a central lesson: technology alone is not enough - trust and human connection remain key.
“Ultimately, it’s not about being the most digital or the most traditional,” Quah said. “It’s about being the most trusted.”
This content is provided by GO Communications.
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