Digital disruption in Indonesia’s finance industry
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DA LE BENTON PRODUCED BY
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Through an aggressive digital transformation, Sun Life International brings technology innovation to Indonesia
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ince 1995, PT Sun Life Financial Indonesia (Sun Life) has provided clients with a comprehensive range of protection
and wealth management products, including life insurance, education insurance, health insurance, 04
and retirement plans. At Sun Life, its purpose is clear: to help clients achieve lifetime financial security and live healthier lives. Sun Life services close to one million clients and has a multi-distribution network of more than 9,400 insurance advisors across Indonesia, serviced through a network of 132 conventional and 49 shariah marketing offices. Over the past decade, every industry has seen dramatic changes and the life insurance industry is no exception to this digital disruption. As Sun Life set out on its digital transformation journey, its greatest asset was a visionary leadership steered by Elin Waty, President Director of Sun Life Financial Indonesia. She assumed her role at the helm of the company in 2015, after 24 years of experience in the life insurance
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industry in Indonesia. Before joining Sun
whether it comes to insurance or any
Life, she held senior roles in various
other service, is the ability to get the
fields, including sales, marketing, and
service anytime, anywhere that is
operations at several of Indonesia’s top
convenient to them,” she says. “A
life insurance companies.
decade ago, if a client called our
Her excellent leadership at Sun Life has been honoured with numerous
come into one of our offices or heard
prestigious awards, namely The Best
a recorded message asking to call
Achievement CEO for Insurance
back tomorrow, they’d accept it. Today,
Category from Women’s Obsession
the same client heard that message,
magazine and she was also listed as
they’d question it.”
100 Business Woman of The Year by
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customer service line and was told to
As the client expectations have
SWA magazine – one of prominent
changed, so too has the role and function
business and marketing magazines
of IT and indeed the CIO role itself.
in Indonesia. Waty feels that the biggest change
Ashvin S. Uttamsingh, Sun Life’s Chief Information Officer (CIO) in Indonesia,
is the clients’ expectation. “The highest
has witnessed this changing client and
expectation today of every client,
evolving landscape first hand. Tradition-
“ The highest expectation today of every client, whether it comes to insurance or any other service, is the ability to get the service anytime, anywhere that is convenient to them” — Elin Waty, President Director Sun Life Financial Indonesia
CLICK TO WATCH : ‘MY SUN LIFE – INDONESIA’ 09
ally, IT was a support function, ensuring
Indonesia is an archipelago with
system stability and availability it acted
a population of around 260 million
as an order executer. Today, IT teams
people. A changing demographic of
are business partners that add real
a younger generation with 178 million
value. “We’re now technology evange-
smartphone users, coupled with
lists,” says Uttamsingh. “IT is now part
technology advancement, are the key
of the solution and we are now bringing
drivers of Sun Life’s digital journey.
opportunities and solutions to existing
“This is a journey defined by mobile
core business problems.”
technology,” says Uttamsingh, “We have
As Sun Life embarked on its digital transformation, it set out to ensure a mindset change, retooling the team to
a relentless focus on doing more for our clients and advisors.” Sun Life has a comprehensive
become agile and making them “focused,
roadmap for this digital transformation
fast and furious in our thinking”.
which is broken into multiple streams, w w w.sunl i fe. com
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each focused on that core desire of
launch Sun Recruit, a multi-platform digi-
doing more for clients and advisors.
tal end-to-end recruitment and training
Sun Life’s digital transformation
mobile application for new advisors.
continues to deliver success. The
For Uttamsingh, the successes of
company has launched multi-platform
Sun Life are defined by one thing – the
mobile applications with comprehen-
people. “We are focused and collaborate
sive features for clients and advisors.
together on delivering our purpose,” he
Take, for instance, client app My Sun
says. “At Sun Life, IT is part of the larger
Life. My Sun Life is continuously
enterprise services, a value-add
updated with new client-centric
business partner. Sun Life has a core
features and is the cornerstone of the
technology team in the country and is
company’s approach to doing more
supported by required expertise and
for the customer. This has been well
variable resourcing in its shared services
received by clients, as evidenced by
located in the Philippines and India.
its 4.4/5 rating on the Google Play Store.
“Our current applications already
Sun Life was also the first in the
provide informational and transactional
Indonesia Life Insurance market to
capabilities; we are continuously
E X E C U T I V E P R OF IL E
Elin Waty Elin is responsible for managing the growth and profitability of Sun Life Financial Indonesia and developing the overall strategy for the business. Elin has more than two decades of experience not only in the insurance industry, but also the Indonesian market. Previously, she was the Chief Distribution Officer where she was instrumental to Sun Life’s success in developing its agency force and enhancing its brand. She also oversaw the establishment of Sun Life and Indonesia’s first dedicated shariah agency, acting as the key driver behind its rapid growth and subsequent recognition as a market leader in shariah. Before joining Sun Life, Elin held senior roles across agency, marketing and operations at several of Indonesia’s top insurers. This experience has enabled Elin to become development, sales E X E Can U Texpert I V E P RinOFbusiness IL E management, training and customer service. Confirming Elin’s excellence leadership, she attained numerous prestigious awards namely The Best Achievement CEO for Insurance Category from Women’s Obsession magazine and listed as 100 Business Woman of The Year by SWA magazine – one of prominent business and marketing magazines in Indonesia. Elin graduated from the Faculty of Economics at Atmajaya University. Elin is married and has two children. She is original from Riau, Indonesia and speaks Indonesian, English and Mandarin.
w w w.sunl i fe. com
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12 improving the experience with design
in implementing technology solutions to
thinking and adding new features,” says
be able to disseminate information as
Uttamsingh. “With our relentless focus
quickly as possible in order to enable
on doing more, we aim to provide more
a better client experience. “The only
customised intelligent services based
way for us to get to the intelligence part
on relevant data”.
of our goal is to analyse data,” he says.
“It’s all about moving from information-
To this end, Sun Life turns to one of
al to transactional and then ultimately,
its biggest assets in Indonesia: social
moving towards intelligent services
media. With Facebook likes exceeding
based on client usage,” he says. “Look
one million, social media is one of the
at Google: Google displays information
company’s most powerful tools and Sun
that is relevant to you as a searcher,
Life sees it as an opportunity not only to
rather than generic information and this
understand more about the client but to
is a result of data collection over time.”
take social engagement and turn it into
Without a shadow of a doubt, data is king and so Sun Life is investing heavily
‘clients for life’. Sun Life, first and foremost, is an
— Ashvin S. Uttamsingh, Sun Life’s Chief Information officer 13 E X E C U T I V E P R OF IL E
Ashvin S. Uttamsingh Ashvin S. Uttamsingh has over 20 years of experience spanning technology and the financial services industry across Asia and Australia. Recognised in leading cross-functional teams, incorporating innovative technology and management techniques, resulting in enhanced business practices, increased productivity and profits. Qualified in marketing, research, technology, process, and project management. He is currently the Chief Information Officer at Sun Life Financial Indonesia, providing executive leadership in technology, digital, process and project management.
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“ It’s a journey and we have a relentless focus to do more for our valued client and advisors. And our success is reflected in our net promoter scores” — Ashvin S. Uttamsingh, Sun Life’s Chief Information officer
insurance company. It is not inherently a technology company and as it invests more and more in technology to better serve its clients, it does so with the help and guidance of key partners. “We rely on technology partners whose bread and butter is technology,” he says. “We leverage their R&D and expertise in delivering a better experience for our clients”. “At Sun Life, we have a zero tolerance on client data exposure, and we collaborate with industry leaders, which share the same value and ensure industry-grade security.” As technology continues to radically evolve and redefine both insurance providers and the insurance client, Sun Life’s digital transformation journey will never truly end. It cannot and Uttamsingh understands this. “It’s a journey and we have a relentless focus to do more for our valued client and advisors. And our success is reflected in our net promoter scores.” “One of the things which is closest to our heart is the promise we made to our clients and we will be there at their time of need.”
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1 York Street Toronto, Ontario Canada M5J 0B6 416-979-9966 www.sunlife.com