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Express Tribune
27-05-2025
- Business
- Express Tribune
Redefining faith and finance: Pakistan's evolving Takaful industry
The Takaful industry in Pakistan has come a long way since its inception in 2006, when the Securities and Exchange Commission of Pakistan (SECP) promulgated Takaful Rules. Azeem Iqbal Pirani, Chief Operation Officer and Executive Director at EFU Life, recalled the history of Takaful in the recent Tribune Podcast held in collaboration with EFU Hemayah Takaful. EFU Life Assurance Ltd. was the first life insurance company to obtain a Takaful Window license under the SECP's regulatory framework For years, a significant portion of Pakistan's population avoided insurance products, viewing them as contrary to Shariah principles. Pirani shared that when he entered the industry, the public hesitated to engage with any form of insurance—life, general, or health. The mission was clear: to create a Shariah-compliant system that aligned with people's values and beliefs. EFU Life's introduction of Takaful aimed to bridge this gap, and while uptake is still growing, meaningful progress has been made. As per last year's report by SECP, Takaful's share was around 12 percent in the total sales of the insurance sector. The share is still modest because of two reasons, one, that people still have doubts about its religious legitimacy, and second, people are not aware of these services as yet. But SECP now has a particular mandate in expanding the user base of Takaful, aiming to take its share to 35 percent from 12 percent by 2028. Host Adeel Azhar, who has been an influential personality in the finance & insurance sector of Pakistan, agreed that lack of awareness is the main stumbling block. He cites the example of insurance in the auto-finance sector, where he said that it is high only due to SBP making it mandatory. He said that it is indeed a double challenge to convince people to take finance on Islamic principles and then also add to Islamic Insurance i.e. Takaful. Dr. Irum Saba, Director of the Center for Excellence in Islamic Finance at IBA Karachi, explained the reasons behind poor concentration of Islamic finance in Pakistan. She noted that our country has a huge population of 250 million, but the commitment of the government and the regulators is not as strong. She compared this to Malaysia, the country with a very large concentration of Islamic finance, maintaining that the government and regulators there are very much committed and awareness is accordingly much more than Pakistan. She said that in Malaysia, students, entrepreneurs, businesses, and every institution is protected by Takaful. Compared to Pakistan, she said state institutions in Malaysia are headed by people who are committed to Islamic finance, including their ministry of finance, securities commission, and central bank. She advocates that such commitment, coupled with awareness, is the key to expansion of the Takaful industry. In particular, she advocates that such awareness be spread at the level of schools, colleges, and even villages. Dr. Irum also cited the examples of other neighboring countries, where she said the financial literacy is much more prevalent than Pakistan. She quotes her experience of seeing street hawkers having QR Code Machines for payments, which she said reflects the good financial acumen of otherwise less educated people. She stressed on educating the younger generation through tools, techniques, and AI. When asked about the milestones EFU Hemayah Takaful has achieved over its 10-year history and its plan forward, Pirani said that EFU Life was the first company which obtained the Window License for its services. He mentioned that EFU not only launched a Takaful product, it also gave it a brand identity. Currently, Takaful contributes to 35 percent of EFU Life's business, which reflects its growth over the decade. One strategy that particularly worked was providing customers the option to convert the existing life insurance products into Shariah-compliant ones. This was an unparalleled offer which not only boosted the company's business but also helped in expanding Takaful penetration in Pakistan. EFU Life then moved to inclusive and digital options, which also helped expand customer base. Thanks to the growing business, the company has distributed a surplus of Rs 800 million among its customers, which now stand at 1.4 million. Responding to a question on the steps taken by academia such as IBA for connecting the academia with the industry, Dr. Irum elaborated that her center regularly conducts training, engages in research, and holds discussions and debates on Islamic finance. She mentioned that specialized training programs to impart solid understanding of Takaful were administered by expert trainers from both national and international institutions. She also stated that the center is doing research on Wakala-Waqf model of Takaful, which is applicable in Pakistan. She said that the training is also offered to companies which are seeking services for their employees from Takaful operators. In another program, the center offers training on Islamic wealth management and planning, where students are educated about how to save and invest, and when it relates to investment, the role of Takaful is also highlighted. The episode served as a compelling reflection on how Pakistan's Takaful industry is transforming. Supported by regulatory mandates, academic research, and evolving consumer awareness, Takaful is no longer a niche offering. As EFU Life and institutions like IBA continue to educate and innovate, the future of Islamic insurance in Pakistan appears increasingly inclusive, accessible, and in sync with the values of the people it aims to serve.
Express Tribune
25-05-2025
- Business
- Express Tribune
Takaful industry in Pakistan: challenges and opportunities
Listen to article The Takaful industry in Pakistan has come a long way since its inception in 2006, when the Securities and Exchange Commission of Pakistan (SECP) promulgated Takaful Rules. Azeem Iqbal Pirani, Chief Operation Officer and Executive Director at EFU Life, recalled the history of Takaful in the recent Tribune Podcast held in collaboration with EFU Hemayah Takaful. He mentioned that EFU was the first company incorporated as a General Takaful Company with the aim of expanding insurance services to the general public in accordance with their beliefs. Pirani mentioned that at the time, ordinary citizens would not avail any kind of insurance, be it general, life, or health insurance, because people believed that the insurance services were against Shariah. Those like him who joined to serve the Takaful industry aimed to expand the services for common citizens in line with their beliefs, so that they could avail themselves without any resistance or reluctance. This objective has been achieved to some extent, not as much as desired, but still, the share of Takaful services among general users has increased. As per last year's report by SECP, Takaful's share was around 12 percent of the total sales of the insurance sector. The share is still modest because of two reasons, one, that people still have doubts about its religious legitimacy, and second, people are not aware of these services as yet. But SECP now has a particular interest in expanding the user base of Takaful, aiming to take its share to 35 percent from 12 percent by 2028. Host Adeel Azhar agreed that a lack of awareness is the main stumbling block. He cites the example of insurance in the auto-finance sector, where he said that it is high only due to the SBP making it mandatory. He said that it is indeed a double challenge to convince people to take finance on Islamic principles and then also add to Islamic Insurance, i.e., Takaful. Dr Irum Saba, Director of the Center for Excellence in Islamic Finance at IBA Karachi, explained the reasons behind the poor concentration of Islamic finance in Pakistan. She noted that our country has a huge population of 250 million, but the commitment of the government and the regulators is not as strong. She compared this to Malaysia, the country with a very large concentration of Islamic finance, maintaining that the government and regulators there are very much committed, and awareness is accordingly much higher than in Pakistan. She said that in Malaysia, students, entrepreneurs, businesses, and every institution is protected by Takaful. Compared to Pakistan, she said state institutions in Malaysia are headed by people who are committed to Islamic finance, including their ministry of finance, securities commission, and central bank. She advocates that such commitment, coupled with awareness, is the key to expansion of the Takaful industry. In particular, she advocates that such awareness be spread at the level of schools, colleges, and even villages. Dr Irum also cited the examples of other neighboring countries, where she said the financial literacy is much more prevalent than Pakistan. She quotes her experience of seeing street hawkers having QR Code Machines for payments, which she said reflects the good financial acumen of otherwise less educated people. She stressed on educating the younger generation through tools, techniques, and AI. When asked about the milestones EFU Hemayah Takaful has achieved over its 10-year history and its plan forward, Pirani said that EFU Life was the first company which obtained the Window License for its services. He mentioned that EFU not only launched a Takaful product, it also gave it a brand identity. Currently, Takaful contributes to 35 percent of EFU Life's business, which reflects its growth over the decade. One strategy that particularly worked was providing customers the option to convert the existing life insurance products into Shariah-compliant ones. This was an unparalleled offer that not only boosted the company's business but also helped in expanding Takaful penetration in Pakistan. EFU then moved to inclusive and digital options, which also helped expand the customer base. Thanks to the growing business, the company has distributed a surplus of Rs 800 million among its customers, which now stands at 1.4 million. Responding to a question on the steps taken by IBA for connecting the academia with the industry, Dr. Irum elaborated that her center regularly conducts training, engages in research, and holds discussions and debates on Islamic finance. She mentioned that specialized training programs to impart solid understanding of Takaful were administered by expert trainers from both national and international institutions. She also stated that the center is doing research on the Wakala-Waqf model of Takaful, which is applicable in Pakistan. She said that the training is also offered to companies that are seeking services for their employees from Takaful operators. In another program, the center offers training on Islamic wealth management and planning, where students are educated about how to save and invest, and when it comes to investment, the role of Takaful is also highlighted.
Express Tribune
22-02-2025
- Business
- Express Tribune
Express Media Group partners with EFU Life
Listen to article The Express Media Group has joined hands with one of the country's leading private insurance companies, EFU Life, to promote awareness about its "Hemayah EFU Family Takaful" product. A memorandum of understanding (MoU) was signed between the Express Media Group and EFU Life at the EFU Life headquarters. The MoU was inked by Azeem Iqbal Pirani, Chief Operations Officer and Executive Director of EFU Life, and Azfar M Nizami, Executive Director Sales and Marketing of the Express Media Group. On the occasion, Aman Hussain, Head of Marketing EFU Life, Saqib Basharat, Media Lead at EFU, along with members of EFU's digital team, were present. Kamran Ahmed, Associate Director Marketing, Romina Ali, General Manager Marketing at the Express Media Group and Haris Ali Khan, Manager Digital Sales at Express Digital also attended the event. Azeem Iqbal Pirani emphasised the importance of digital platforms for raising awareness about the protection provided by insurance. He stated that through collaboration with the Express Media Group, EFU Life would be able to spread awareness about Hemayah EFU Family Takaful and other insurance services. He mentioned that EFU Life is expanding its Hemayah Family Takaful programme nationwide and promoting it not just as a standalone product but as a comprehensive business offering. Azfar M Nizami, Executive Director of the Express Media Group, highlighted the significance of the group's vast platform, which reaches over 40 million active users. He emphasised the role of podcasts and digital communications in raising awareness of various topics, including insurance. This collaboration with EFU Life is an extension of the Express Media Group's ongoing efforts to conduct awareness campaigns via podcasts on diverse subjects, benefiting from their expertise in the media industry and the extensive reach of digital platforms.
Express Tribune
21-02-2025
- Business
- Express Tribune
Express Media Group partners with EFU Life to promote awareness about HEMAYAH EFU Family Takaful
Listen to article Express Media Group has joined hands with one of the country's leading private insurance companies, EFU Life, to promote awareness about its "HEMAYAH EFU Family Takaful" product. A Memorandum of Understanding (MoU) was signed between Express Media Group and EFU Life at EFU Life's headquarters. The MoU was signed by Azeem Iqbal Pirani, Chief Operations Officer & Executive Director of EFU Life, and Azfar M. Nizami, Executive Director of Sales and Marketing at Express Media Group. On this occasion, EFU Life's Head of Marketing, Aman Hussain, Saqib Basharat, Media Lead at EFU, along with members of EFU's digital team, were also present. Kamran Ahmed, Associate Director of Marketing, Romina Ali, General Manager of Marketing at Express Media Group, and Haris Ali Khan, Manager of Digital Sales at Express Digital Pvt. Ltd., were also present at the event. Azeem Iqbal Pirani emphasized the importance of digital platforms for raising awareness about the protection provided by insurance. He stated that through collaboration with Express Media Group, EFU Life will be able to spread awareness about "HEMAYAH EFU Family Takaful" and other insurance services. He mentioned that EFU Life is expanding its HEMAYAH EFU Family Takaful program nationwide and promoting it not just as a standalone product, but as a comprehensive business offering. Azfar M. Nizami, Executive Director of Express Media Group, highlighted the significance of the group's vast platform, which reaches over 40 million active users. He emphasized the role of podcasts and digital communications in raising awareness on various topics, including insurance. This collaboration with EFU Life is an extension of Express Media Group's ongoing efforts to conduct awareness campaigns via podcasts on diverse subjects, benefiting from their expertise in the media industry and the extensive reach of digital platforms. As part of this collaboration, digital media users will be able to access podcasts on Express Media Group's digital platforms, gaining fundamental insights into the importance of insurance, particularly the features of EFU Life's "HEMAYAH EFU Family Takaful."
