A Celebration of Life


Dato Koh Yaw Hui, Chief Executive Officer of Great Eastern Life Malaysia, speaks about how the country’s most established life insurer helps people celebrate life and LIVE GREAT in its 110th year.

26 August 2018 marks a special milestone for Great Eastern as it celebrates its 110th anniversary. The iconic institution has built a legacy of success spanning generations on the trust of its customers whom it has helped meet financial security and wellness goals. Their unwavering support over the years has been a key driver of Great Eastern’s longevity, helping it grow into Malaysia’s largest life insurer with RM79.6 billion in assets and over three million policies in force.

Dato Koh says, “As we celebrate our 110th anniversary, one commitment has always underpinned our legacy of success over the years — going the extra mile in everything that we do. We will continue to pursue the highest levels of excellence and set new standards as we make life great for Malaysians. We will ramp up our efforts to help our customers meet their financial security goals and our agents enhance their professional standards. And we will continue to promote healthy living through our LIVE GREAT Programme.”

Going the extra mile for its customers
The company believes that customers are at the heart of everything it does. That is why Great Eastern creates compelling value propositions for its customers by harnessing information through the use of data analytics in order to develop new and innovative products that are responsive to their changing needs throughout the different stages of their lives.

To mark its 110th anniversary, the company introduced a plan to help its customers create a legacy that ensures their loved ones will always be well provided for. Great 110 Legacy is an endowment plan that offers a host of guaranteed benefits to provide greater protection and security against life’s uncertainties.

20180801 Great Eastern Centre 2

The company has organised numerous successful events, such as its signature LIVE GREAT Run.

Empowering its agency force with leading digital capabilities
In an increasingly competitive environment, Great Eastern maintains the differentiation of its agency force through continuous skills training and strengthening its digital capabilities. Dato Koh says, “By introducing the first Mobile Point of Sales (MPOS) app with an e-payment gateway in collaboration with OCBC Bank, we are changing the way our agents conduct business and the way our customers experience insurance.”

MPOS integrates the entire sales process into a single mobile platform. From managing customer profiles and conducting fact finding to generating sales illustrations and submitting insurance proposals up to in-force status instantly, it provides a seamless end-to-end user experience.

Inspiring Malaysians to live healthier and better
The company recognises that it is not just an insurance provider but also a trusted partner on the life journey of its customers. That is why Great Eastern underwent a transformation into a LIFE company in 2012, with the aim of inspiring people to turn their intentions into actions so that they can live healthier and better.

To support its new brand proposition, the company launched the LIVE GREAT Programme, the first integrated health and wellness programme by an insurance company in the region. Through the programme’s five components — Wellness Tools, Health Tips, Mobile Apps, Workshops and Events, and Exclusive Privileges — Great Eastern has organised many popular and successful events including its signature LIVE GREAT Run, Great Eastern Viper Challenge and the Great Eastern-Star Health Fair.

Dato Koh shares, “We want to help people to LIVE GREAT. It’s about making the most of every moment and living life to the fullest. By giving that extra bit of effort, we can transform the ordinary into great. This is what means to celebrate life.”


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