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KUALA LUMPUR: Gibraltar BSN Life Bhd has launched its first-in-market WhatsApp e-Policy delivery system which enables customers to instantly download insurance policies via the mobile application at their convenience.

To further complement customer experience, the life insurer also introduced Gibraltar INtelligent Assistant (GINA), a chatbot to provide instant and efficient customer service on WhatsApp 24-7.

Chief executive officer Rangam Bir said technological advancements have driven a change in consumer behaviour where today’s customers expect instant gratification.


From left to right: Susan Ong, Chief Marketing Officer, Gibraltar BSN Life Berhad; Rangam Bir, President and Chief Executive Officer, Gibraltar BSN Life Berhad; Chua Kim Soon, Chief Operating Officer, Gibraltar BSN Life Berhad

“This would deliver immediacy and convenience to our customers by leveraging WhatsApp, a popular household messenger app that allows our customers to easily retrieve their insurance policies whenever they want, gain answers to their queries instantly 24-7 or even download claim documents,” he said in a statement.

With 86 per cent internet penetration in Malaysia , Rangam said Gibraltar BSN sees plenty of opportunities to deploy digital solutions that can further enhance the level of customer engagement and experience.

“Today’s launch of our innovative WhatsApp initiatives marks another milestone in our digital transformation journey and we will continue to expand our digital capabilities and reach to ensure that protection can be easily accessible to all Malaysians,” he added.

Upon policy issuance, a Gibraltar BSN customer will receive an SMS informing them that their e-Policy is ready together with a link to download the e-Policy on WhatsApp.

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