EFU Life and HABIBMETRO to provide Takaful Protection to Roshan Digital Accountholders

EFU Life Assurance Ltd and HABIBMETRO have joined hands to offer EFU Roshan Protection Plan for the Roshan Digital Accountholders of HABIBMETRO.

The agreement signing ceremony was attended by Mr. Ahmed Shah Duranni (Group Executive Retail Banking HABIBMETRO), Mr. Mohammed Ali Ahmed (Deputy Managing Director EFU Life), Ms. Sarah Irfan (Head of Wealth Management & Liabilities HABIBMETRO), Ms. Nilofer Sohail (Head of Channel Strategy & Execution EFU Life) along with other representatives from both the organizations.

Roshan Digital Account is a complete and innovative digital banking solution that integrates the Pakistani diaspora with Pakistan’s banking and payment system – from opening a bank account online to offering various innovative services to the Non Resident Pakistanis (NRPs) for themselves and their families.

Prime Minister Imran Khan has, on various occasions, termed overseas Pakistanis as the ‘most patriotic’ and has highlighted the commendable contribution made by the NRPs towards the financial inclusion and the economic advancement of the country. “EFU Roshan Protection Plan” is a complete takaful protection plan which has been designed keeping in mind the broader vision of the Government of Pakistan and State Bank of Pakistan. This is an entirely digital plan which does not require any paper documentation and gives peace of mind to the NRPs by providing them with innovative offerings such as Income protection, Health protection for their families, and preventive health measures for both the NRPs and their families in Pakistan.

Speaking at the occasion, Mr. Mohammed Ali Ahmed said, “The RDA platform provides various facilities to NRPs and we identified insurance as one of the needs that could be addressed via this initiative. Since RDA was launched, we have been engaged with various stakeholders, including international organizations, who will be providing their services to make this offering unique and need based for NRPs”.

Mr. Ahmed Shah Duranni concluded, “This proposition will further strengthen our HABIBMETRO Roshan Digital Account offering for Overseas Pakistanis and those Pakistanis with declared assets abroad, who are looking for a comprehensive digital banking solution that enables them to conduct banking services and avail insurance solutions from anywhere in the world.”

EFU Life Assurance Ltd, the leading private life insurance provider in the country, has been conferred with ‘International Environment, Health & Safety Award’ in the category of ‘Support for Health Care Organizations’ at the 7th International Summit & Awards on Environment, Health and Safety organized by The Professionals Network and Ethical Business Update (EBU).

Ms. Evelyn D. Abrogena, Head of CSR, EFU Life Assurance Ltd., received the award on behalf of the Company. The award recognizes Company’s efforts towards the health sector and its role for environment safety.

EFU Life has been at the forefront of promoting and contributing to the causes of healthcare, education and environment and believes in playing a pivotal role in building a positive relationship with the society in which it operates. EFU Life has joined hands with numerous renowned non-governmental organizations for a safe and healthy Pakistan.

EFU Life is pleased to announce a distribution of 80% of its 2020 surplus from EFU Hemayah (Window Takaful Operations) amongst its Individual Family Takaful Participants for the year ended 31st December 2020. This is the Company’s 4th consecutive year of distribution. The surplus will be distributed in the form of extra units to all active participants, in proportion to their respective Takaful donations contributed towards the IFPTF (Individual Family Participants Takaful Fund) by each participant.

EFU Life has the distinction of being the first window Takaful operator in the country when we began our operations in February 2015 under a dedicated brand – Hemayah. We offer a range of takaful solutions focusing on Takaful protection, savings, education and retirement. EFU Life has proven to be a leader in providing financial solutions to the public. With a dedicated focus on promoting Takaful in Pakistan, EFU Life is on the path to becoming the premier Takaful provider in the country, while at the same time being a catalyst in the continued progress of the Takaful industry in Pakistan.

EFU Life Assurance Limited, the leading life insurance provider in the country, has been awarded ‘Silver’ at the Virtual Effie Awards Ceremony 2021 in the category of ‘Branded Content’ for Humrahi, a digital web-series. This is the 5th recognition for ‘Humrahi’ after winning the ‘Gold Effie’ for Season 1 and international wins at Dragons of Asia for ‘Best Campaign in the Country’ and ‘Best Use of Media across all countries’ along with MAA Globes 2019 win for ‘Best Use of Media category’.

The branded content category recognizes brands for efforts to effectively reach its target audience through the creation of original branded content and how it relates back to the overall brand and business goals; how effective the brand was in media planning and distribution, and how the content was shared by the audience and the results achieved for the brand and business. The category is contested across all industries and is not limited to a specific marketing medium.

EFU Life launched ‘Humrahi’ on Digital, with a targeted approach to reach its audience to change the perception of life insurance amongst the millennials through an unconventional message of life planning, and with the key objective of positioning it as a smart choice for savings and future planning.

The Effie Awards were launched in 1968 by the New York American Marketing Association as an awards program to honor the most effective advertising efforts. Effie Pakistan is a not-for-profit initiative between Pakistan Advertisers Society and Effie Worldwide. The annual award is presented to recognize the most significant achievement in marketing communications: ideas that work.

EFU Life had partnered with Mullen Lowe & Rauf Pakistan for creative strategy and execution and Mediavest Pakistan for media planning and execution.

Recently, the EFU Life team participated in SummerHack 2021 – a global insurance Design Thinking ideathon organized by Cookhouse Labs, in collaboration with InsurLab Germany and msg global. SummerHack 2021 was a 2-day ideathon with 100+ innovators who were represented by 12 teams from 16 countries from APAC, EMEA, and the Americas.

Based on the challenges faced by customers due to the pandemic, this year’s theme was “New Times, New Experience” and the participating teams were asked to prepare a blueprint for a product or service idea. The global teams raced against the clock to develop new solutions to the theme, and winners were acknowledged based on their creativity, innovativeness, and business plan feasibility.

The EFU Life team was headed by Mr. Zain Ibrahim, and accompanied by Mr. Ashfaque Ahmed, Mr. Arshad Iqbal, and Mr. Raza Hassan. Their proposed innovative solution was called ‘Bread Protects’ and aimed at tackling the ‘Access to Insurance’ challenge to cater to the underserved population segment. The solution was awarded the title of ‘People’s Choice (APAC & EMEA)’. EFU Life was the only company to represent Pakistan at this global event.

Inspired by a test kitchen, Cookhouse Labs is a leading insurance innovation lab offering a collaborative space to the global community of insurance professionals with a vision to foster co-creation and ideation to solve industry problems using the Design Thinking methodology. Through this, they aim to collectively develop an ecosystem of digital excellence and strive to make insurance better globally. Cookhouse Labs was founded in 2017 and currently has offices in Canada and the Netherlands.