AIA PUBLIC Takaful Bhd. has officially announced the appointment of Mohd Asri bin Omar as its new Chief Executive Officer (CEO), effective 11 August 2025. With more than 27 years of experience in the insurance and takaful industry, Asri steps into this leadership role at a pivotal moment for the company.
His vision aligns with AIA PUBLIC Takaful’s mission to deliver a Total Shariah Solution, a holistic, purpose-driven approach to financial protection grounded in the principles of Maqasid Shariah.
This strategic appointment follows a remarkable achievement for the company: its highest-ever surplus distribution of RM84 million since inception. This milestone reflects AIA PUBLIC Takaful’s financial strength, agency excellence, and long-term commitment to delivering value to its customers.
Mohd Asri’s career spans nearly three decades, covering key areas such as agency distribution, business strategy, legal affairs, and Shariah governance. His wealth of expertise positions him well to lead AIA PUBLIC Takaful into a future of growth and innovation.
His appointment also represents a homecoming. Before serving as CEO of Hong Leong MSIG Takaful Berhad from 2018, Asri held senior leadership positions at AIA PUBLIC Takaful, including Head of Governance and Strategy. This prior experience gives him a deep understanding of the company’s culture, operations, and strategic goals.
In addition to his industry experience, Asri holds a Master of Business Administration from Universiti Putra Malaysia, and a double degree in Shariah (LLBS) and Law (LLB) from the International Islamic University Malaysia. This combination of academic credentials strengthens his ability to navigate both regulatory requirements and customer expectations in the takaful sector.
Under Asri’s leadership, AIA PUBLIC Takaful aims to strengthen its Total Shariah Solution offering. This approach is designed to go beyond traditional product-based services, instead providing a comprehensive model that integrates sustainable practices, ethical principles, and professional delivery.
The Total Shariah Solution aligns closely with Maqasid Shariah, which emphasises the protection of faith, life, intellect, lineage, and wealth. By embedding these principles into its operations, AIA PUBLIC Takaful seeks to offer customers not just financial protection, but a complete, value-driven experience that supports their long-term well-being.
The timing of Asri’s appointment coincides with a period of strong momentum for the company. Earlier this year, AIA PUBLIC Takaful declared a surplus distribution of RM84 million the highest in its history. This record-setting achievement reflects the company’s strong financial position, the dedication of its professional agency force, and the trust it has earned from customers nationwide.
This performance is a testament to the company’s strategic direction and operational strength, setting a solid foundation for Asri to lead the next phase of growth.
One of the central pillars of AIA PUBLIC Takaful’s growth strategy will be the continued development of its professional agency force. Asri’s proven leadership in agency distribution will be instrumental in enhancing the skills, reach, and professionalism of this network. By focusing on agency excellence, the company aims to extend its services to more communities across Malaysia, providing personalised financial solutions that are grounded in Islamic principles.
Market expansion will also be a priority. With a strong track record and a compelling Shariah-compliant proposition, AIA PUBLIC Takaful is poised to explore new opportunities. This could include the introduction of innovative products tailored to evolving customer needs, the adoption of digital tools to improve accessibility, and the forging of strategic partnerships to enhance market presence.
Another key focus area will be the reinforcement of Shariah governance. Asri’s background in this area ensures that the company remains committed to operating in full compliance with Islamic principles, thereby strengthening customer trust and differentiating itself in a competitive market.
The appointment of a seasoned leader like Asri is likely to have a broader impact on Malaysia’s takaful landscape. His leadership could inspire innovation in Shariah-compliant products, set new benchmarks for agency professionalism, and encourage industry-wide collaboration to promote financial inclusion.
In an industry where trust and ethical alignment are paramount, Asri’s blend of business acumen and Shariah expertise sends a reassuring message to customers. It signals that AIA PUBLIC Takaful remains committed to both financial performance and the ethical principles that underpin the takaful model.
As AIA PUBLIC Takaful builds on its record-breaking RM84 million surplus distribution and strengthens its professional agency force, it stands ready to deliver innovative, ethical, and sustainable financial protection solutions to more Malaysians.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
