By introducing greater efficiency, creating more accurate underwriting models to offer dynamic pricing and increasing accessibility, InsurTechs in the UAE have reshaped the traditional takaful business model, according to eSanad’s Mr Anas Mistareehi.
While takaful has traditionally been distributed through agents and brokers, “InsurTechs are changing that by introducing direct-to-customer digital platforms that simplify how takaful products are purchased and managed”, eSanad CEO Anas Mistareehi told Middle East Insurance Review. “For example, we have seen a significant shift toward mobile apps and online platforms that allow customers to compare takaful products, get quotes and purchase policies directly from their phones or computers,” he said. “This makes the process faster and more transparent.”
Other developments
According to Mr Mistareehi, another major development in the InsurTech landscape “is the rise of embedded insurance, which is integrating takaful products into existing platforms like e-commerce websites or financial service apps”. As customers making purchases can add takaful coverage at checkout, takaful has become more accessible and aligned with customer behaviour, he said. He said, “InsurTechs are also using AI and data analytics to offer personalised recommendations, ensuring that customers are matched with the right takaful product based on their individual needs and risk profiles. This not only improves customer satisfaction but also increases policy uptake.” Additionally, there is more targeted outreach through social media and digital marketing to engage younger customers who are more comfortable with digital platforms, he said. He said, “This shift toward direct digital distribution is expanding the reach of takaful and making it more convenient and customer friendly.”
Impacts
When asked how the adoption of digital distribution channels, such as InsurTechs, have affected the growth and penetration of takaful, as compared to traditional models of distribution, Mr Mistareehi said that the impact has been “profound”, especially when compared to traditional models. “In the past, takaful distribution relied heavily on agents and brokers, which often made the process slower and less accessible. InsurTechs have changed that by introducing digital-first platforms that simplify how customers explore, compare and purchase takaful products,” he said. “This shift has made takaful more accessible to a broader audience, particularly younger, tech-savvy consumers who prefer seamless online experiences.”
This points to one of the biggest advantages digital channels can offer, he said, which is convenience. “Customers can now obtain quotes, compare policies and complete transactions entirely online, without the need for in-person meetings. This has helped reduce friction and improved customer engagement,” he said, also noting that another advantage InsurTechs can offer is cost efficiency.
He said, “By digitising processes like underwriting and claims management, InsurTechs have reduced operational costs. This allows takaful providers to offer more competitive pricing, making takaful a more attractive option in the market.” In addition, digital platforms have also “played a major role in educating customers”, he said.
“Many platforms now provide clear explanations of takaful principles, coverage details and benefits, helping consumers make informed decisions – something that traditional models often struggled to achieve,” he said.
Reshaping business
By introducing greater efficiency, personalisation and customer-centric innovation, InsurTechs have reshaped the traditional takaful business model, Mr Mistareehi said.
Citing customer engagement as an example, he said traditional takaful models have had limited customer interaction beyond policy issuance and renewal.
“InsurTechs have changed that by introducing real-time customer touchpoints through digital platforms, offering instant access to policy information, claims tracking and personalised recommendations,” he said. “This has increased customer engagement and improved retention rates.”
InsurTechs also leverage AI and predictive analytics to create more accurate underwriting models to offer dynamic pricing based on customer behaviour and real-time data, which has impacted risk assessment and pricing models, he noted. He said, “This has pushed traditional takaful operators to upgrade their systems and adopt more data-driven approaches to remain competitive.”
Another area of impact he said was claims processing. “Traditional takaful operators often faced delays and inefficiencies in handling claims. InsurTechs have introduced automated claims management using AI and machine learning, reducing processing time and improving accuracy,” he said. “This has raised customer expectations, forcing traditional operators to modernise their claims infrastructure.”
Lastly, he indicated that InsurTechs also influenced product innovation. He said, “Traditional takaful products were often rigid and complex. InsurTechs have introduced more flexible and modular takaful offerings, including usage-based coverage and on-demand protection, giving customers greater control over their coverage.”
Response from traditional takaful operators
According to Mr Mistareehi, the response from traditional takaful operators “has been a mix of collaboration and modernisation”. He said, “Some operators have integrated InsurTech capabilities into their existing platforms, while others have invested in building their own digital infrastructure to keep pace with the changing market dynamics.”
Most successful technologies
When asked which technologies were proving to be the most impactful for his company in the takaful space in pricing and sales, Mr Mistareehi was first keen to point out AI and data analytics as the most transformative.
“AI-driven underwriting has significantly improved risk assessment by analysing large volumes of data including customer profiles, driving patterns, health metrics and claims history, to create more accurate and customised pricing models,” he said. “This allows takaful providers to offer competitive premiums while managing risk more effectively.”
Secondly, he indicated that machine learning enhanced dynamic pricing. “By continuously analysing market trends and customer behaviour, takaful providers can adjust premiums in real-time, responding quickly to shifts in risk profiles or claims patterns,” he said. “This level of flexibility was not possible with traditional pricing models.”
Regarding sales, he said that AI-based recommendation engines were particularly impactful. He said, “These engines analyse customer preferences and behavioural patterns to suggest the most suitable takaful products, increasing conversion rates and improving customer satisfaction.”
Automation also streamlined the sales process by reducing manual input and processing times, he said. He said, “Customers can now receive quotes, compare options and purchase takaful policies online within minutes, which has increased sales volume and improved customer engagement.”
Lastly, he said predictive analytics plays a role in “identifying cross selling and upselling opportunities”. “By analysing customer behaviour and purchase patterns, takaful providers can offer additional coverage options or policy enhancements at the right time, improving customer lifetime value and driving higher sales,” he said.
Regulatory challenges
According to Mr Mistareehi, keeping up with evolving regulations in a rapidly changing market is one of the biggest challenges InsurTechs in the UAE face.
“The UAE insurance sector is highly regulated, and the increasing focus on digital transformation has led to new compliance requirements that InsurTechs must navigate carefully,” he said. Citing his company as an example, he noted that the introduction of the UAE’s Personal Data Protection Law required the firm to strengthen data security and privacy protocols to ensure full compliance. He said, “This includes managing how customer data is collected, stored and processed – while maintaining transparency and customer trust.” In addition, he said that regulations around embedded insurance and partnerships with non insurance platforms are still evolving. He said, “This creates uncertainty for InsurTechs looking to integrate takaful products into e-commerce or fintech platforms.”
Despite these challenges, he said that the changing regulatory landscape still presented opportunities, as “clearer guidelines and increased oversight will ultimately strengthen the market, increase customer confidence and create a more stable operating environment for InsurTechs”.
The future
When asked what trends he could foresee in the development and diversification of direct digital distribution channels for takaful over the coming year, Mr Mistareehi said he was expecting further transformation “through enhanced mobile apps, AI personalisation, blockchain security, tech partnerships and advanced customer support via chatbots”.
He said, “These trends will diversify how takaful products are sold, aligning with the UAE’s digital economy goals and meeting customer expectations for convenience and trust”.
Reference: https://meinsurancereview.com/Magazine/ReadMagazineArticle/aid/49341/InsurTechs-are-revitalising-the-UAE-s-takaful-business
Last modified: May 5, 2025
