The firm has grown nationwide by offering inclusive protection, embracing digital innovation, supporting CSR and managing mySalam
by NURUL NAJMIN ABU BAKAR
GREAT Eastern Takaful Bhd (GETB) remains firmly grounded in its founding philosophy of helping each other in times of need.
Over the years, GETB has expanded its presence across Malaysia by offering inclusive protection solutions, embracing digital innovation, supporting impactful corporate social responsibility (CSR) initiatives and administering the government’s mySalam health protection scheme.
Reflecting on the company’s journey, CEO Shahrul Azlan Shahriman described the past 15 years as a commitment to serve and create positive impact rather than mere numbers.
“One of our most meaningful milestones is having protected more than one million customers directly and administering coverage for over 1.6 million Malaysians under mySalam.
“That is over two million individuals under our care, and to me, that is a significant achievement,” he said in an interview.
GETB has paid cumulatively RM1.1 billion in claims, of which goes to families in the bottom 40% income group (B40). For the company, this volume of disbursement reinforces its mission of providing timely and meaningful assistance to those in need.
Shahrul shared that this goes back to the core of what GETB believes in ensuring that people get the help they need, especially during difficult times, “simply because we can”.
Much of this reach is driven by GETB’s nationwide agency force, which now comprises over 10,000 takaful advisors who go beyond selling products; they guide customers based on their financial circumstances, long-term goals and life stages.
“Our takaful advisors are trained to provide personalised, needs-based solutions. It is not about pushing plans. It is about delivering protection that is relevant and meaningful,” Shahrul explained.
He said the medical protection plan remains one of the most common entry points into takaful, particularly for young adults and families, and forms the foundation of any sound protection plan.
“In Malaysia, if you do not have a medical card, you will likely rely on public healthcare. While our government hospitals provide excellent care, the waiting period is the call that we can make. That is why even basic protection still matters,” he added.
GETB’s inclusive approach means its offerings cater to all income groups, from the top 20% (T20) to the middle 40% income groups (M40) and B40. The company provides plans for individuals as young as 14 days old and up to 70 years of age.
Shahrul said for GETB, inclusivity is not a tagline; it is a responsibility.
In recent years, the company has increasingly relied on digital platforms to amplify its outreach. One of the most effective tools has been TikTok Live, which now reaches up to two million Malaysians.
These live sessions allow real-time interaction, making them a dynamic and accessible method of engagement.
“A single session can attract between 20,000 and 30,000 viewers in just one hour. What makes this platform impactful is its interactivity.
“Viewers can ask questions and get answers instantly. It is extremely effective in raising awareness,” he said
While the T20 group tends to have better awareness of takaful and financial planning, a significant awareness gap remains in the M40 and B40 segments.
To address this, GETB combines digital campaigns with physical outreach to ensure that no community is left behind.
Shahrul pointed out that many people delay participating in takaful coverage, thinking that it can wait until later in life. However, such procrastination often proves costly.
“We see regrets all the time. People tell us, ‘I should have signed up earlier’ or ‘I was almost too late,’” he said, adding that it is always easier and more affordable to get covered when one is young and healthy. Unfortunately, many only realise this after a crisis hits.
Shahrul recalled a personal story of advising an individual to sign up for protection for her children. She kept postponing it, planning to take action after an upcoming event.
“It was just one race too late. That delay changed everything. It reminded me that the consequences of waiting do not just affect you as they also affect the people who matter most,” he added.
To accommodate Malaysians with irregular incomes, GETB offers micro-takaful plans such as MikroSayang, which are available through digital platforms for as little as RM4.20 per month.
These plans serve as an entry point for gig economy workers, students and others who may otherwise remain unprotected.
“For someone earning RM600 a month, we will not recommend a RM200 plan. We provide solutions that meet people where they are financially,” said Shahrul.
Shahrul emphasises that regular reviews of existing plans are essential, especially with rising cost of healthcare (Pic by Muhd Amin Naharul)
CSR Programme Promoting Environmental Awareness and Financial Literacy
Outside its core business, GETB has made a significant impact through its CSR programme, particularly in promoting environmental awareness.
One of its flagship initiatives is a nationwide plastic upcycling campaign aimed at reducing waste and educating youth on sustainability.
The programme began when GETB staff learned that plastic pollution issues are currently more concerning. Some of the debris had arrived from international waters.
Realising that the issue was much larger than its internal efforts, the company decided to take the campaign to schools and start educating the young minds towards becoming more environmental conscious.
In partnership with an upcycling technology company, GETB brought a mobile upcycling machine to schools across the nation.
This machine turns plastic waste into useful items such as rulers, coasters and combs. Students were able to witness the upcycling process in real time.
“The moment students saw plastic waste transformed into something practical, it completely changed their perception,” Shahrul said.
The campaign, supported by the Ministry of Education, grew into a school-wide competition. The schools that collected the most recyclable plastic were awarded with recycling facility, helping to embed recycling habits into their everyday routines.
The CSR initiative also incorporates financial literacy. During school visits, students are introduced to the basics of saving, protection and financial planning.
“We believe in planting seeds early. Even if the message does not take root immediately, it will stay with them,” Shahrul said.
This outreach has also been extended to universities, where GETB continues to promote sustainability alongside financial education.
One of GETB’s most meaningful milestones is having protected more than 1m customers directly and administering coverage for over 1.6m Malaysians under mySalam
mySalam’s Expanded Coverage for Rare Diseases and Critical Illness
GETB’s role as the administrator of mySalam, a government health protection scheme, has allowed it to extend financial support to over 1.6 million Malaysians.
Launched in 2019, mySalam was originally intended for five years but has since expanded in scope.
Among its most important advancements is the inclusion of five additional critical illnesses including recognised rare diseases. The scheme offers essential protection that the takaful plans within the market often do not cover.
Shahrul noted that these are not just protection updates, they are lifelines for people who have limitations in getting the proper treatment they deserve.
The programme provides a one-off payout of RM8,000 upon diagnosis of critical illness and RM50 per night of hospitalisation for up to 14 days.
Although the amount may appear modest, Shahrul said it can make a significant difference, especially for families in rural areas.
“We have had recipients telling us the money helped them afford transportation to hospitals and other essentials,” he said.
To ensure accessibility, mySalam operates on a hybrid model that combines digital submission with on-site support. GETB has placed crew members in public hospitals to assist beneficiaries who may not be comfortable with digital platforms.
While the company handles implementation, the scheme is funded and governed by the Ministry of Finance.
A Continued Commitment to Financial Security for All
As the company looks to the future, GETB remains focused on improving protection awareness and expanding its reach to underserved communities.
Shahrul emphasised that regular reviews of existing plans are essential, especially with the rising cost of healthcare.
“Years ago, RM50,000 may have been enough for surgery. Today, you could easily need over RM1 million for serious treatment. Yet, many people are still relying on outdated plans purchased 15 or 20 years ago,” he said.
He encouraged Malaysians to reassess their coverage regularly and to seek guidance from professional takaful advisors who can recommend suitable updates based on current needs.
He reminded certificate owners that when they are young and single, their needs are different and will evolve when they get married, raise children and plan for retirement.
Meanwhile, Shahrul maintained that human interaction remains important although GETB has digitised its services to improve convenience.
He said while digital tools have enhanced accessibility, meaningful conversations still require a personal touch, which is why the company remains committed to its hybrid model as it continues to prioritise purpose over mere business growth.
GETB’s mission goes beyond providing coverage, as it is ultimately about changing lives through every protection plan, every conversation and every community it serves.
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