Powering Business Through Innovation: PruBSN's For All, For Life Journey

*Available in digital version only
16 Aug 2017
This case focuses on PruBSN’s strategy to power their business through innovation. Written based on extensive interviews with the top management of the company, it describes the personal reflections of each divisional head on strategies employed to apply innovation within each division. The case presents the story of how PruBSN, a relatively new player in the Takaful industry, captured the largest market share of the Malaysian Takaful industry within five years of inception. The case hopes to invoke thoughts on how synergistic and disciplined innovation impact business performance, and provide a direction towards achieving the vision and mission of an organisation. It aims to contribute to the body of knowledge in Islamic Finance by narrating how a successful Takaful operator tries to compete through innovation. It also introduces some key Shariah concepts and how the operator contributes to the product and process development within the Takaful market.