With extensive experience across various sectors, including Banking, FMCG, Telecommunications, and IT, Imtiyaz Aniff, the Chief Agency Officer of Union Assurance PLC brings a wealth of knowledge and expertise to his role. At Union Assurance, he is at the forefront of redefining the Life Insurance landscape in Sri Lanka, focusing on digital innovation, customer-centric strategies, and empowering the company’s sales force to deliver exceptional value.
As the Chief Agency Officer, Imtiyaz brings a fresh perspective to the evolving Life Insurance landscape in Sri Lanka. With an increasingly tech-savvy customer base, he and his team are focused on more than just selling policies—they are promoting a social movement to build awareness around the critical role of Life Insurance. “Sri Lanka is a heavily under-penetrated market in Life Insurance,” Imtiyaz shares. “For us, it’s not just about selling Insurance policies but also about educating the public and creating awareness, which is a social cause to protect their lives and enrich their well-being.”
He highlights that customers today are well informed, with the widespread availability of information. To keep pace with this shift, Union Assurance places a strong emphasis on equipping its sales force with the tools and knowledge they need to navigate the changing market dynamics. “Our sales force needs to stay abreast of what is happening because they represent the brand when meeting the customers. Understanding this, we invest in continuously upgrading their knowledge to ensure they design personalised solutions for customers to suit their lifestyle.”
Technology is at the heart of Union Assurance’s strategy. According to Imtiyaz, the company has integrated digital platforms across every facet of its operations—from managing the lifecycle of advisors to streamlining the customer onboarding process. “We have moved to a 100% digital platform in managing the life cycle of our sales force, bringing efficiency to our processes. Our sales force can review their performance, and initiate course correction to drive for their goals through live performance dashboards. The digital customer onboarding platform provides efficiency to stay connected with the organization from any part of the country. Furthermore, the company’s flagship insurance app, Clicklife, offers customers seamless access to their policies and claims, further enhancing the customer experience.
Imtiyaz stresses the importance of making Life Insurance procurement as convenient as possible, with an emphasis on simplicity and faster solutions. “The way customers make decisions is evolving. It is crucial that we meet their expectations by offering convenience through digital solutions,” he says.
Union Assurance is committed to nurturing the best sales force in the country. To achieve this, the company has developed a range of formal education programs in partnership with renowned institutions and global consultants. “We benchmark our learning curricula with the top global standards to ensure that our sales force is equipped with the knowledge and skills required to succeed,” Imtiyaz notes. These programs cater to different career stages, offering a continuous learning journey.
The company has also embraced digital media as an essential tool for sales. “In today’s digital age, knowing how to manage new media is crucial for our advisors. We have incorporated digital tools into our curricula to ensure they are relevant today and future-ready”, he adds.
One of the most unique aspects of Union Assurance’s agency business is its premier reward and recognition program. The company has structured this system to encourage its sales force to think big and innovate. “We have the best reward and recognition program in the country that is offered by any Life Insurance company, which motivates our advisors to push boundaries and deliver exceptional results,” Imtiyaz says. Union Assurance has created an engaging environment that encourages healthy competition and continuous improvements.
At the core of Union Assurance’s success is its commitment to value creation. Whether it is for customers, shareholders, distributors, or employees, every decision at Union Assurance is driven by the goal of creating value. “We stay close to the ground by listening to our sales force to understand the challenges they face. This feedback fuels our innovation,”Imtiyaz explains.
The company has built a funnel of incubation, where ideas and solutions are discussed and rapidly developed. This process ensures that Union Assurance is always at the forefront of industry innovation, continuously improving its offerings to meet the evolving needs of its stakeholders.
Imtiyaz’s focus on innovation, digital integration, and empowering the sales force through education and cutting-edge tools has positioned Union Assurance as a leading player in the industry. With a commitment to value creation for customers, shareholders, employees, and distributors, Union Assurance continues to evolve, setting new benchmarks in service delivery, customer experience, and operational excellence. Together, they are shaping the future of insurance by fostering a culture of continuous improvement and innovation.