Berjaya Sompo Insurance has appointed Roy Siew (pictured) as head of digital to build a roadmap for digitalisation and start its transformation journey. Reporting to deputy CEO Futoshi Hanahara, Siew’s job scope entails developing innovative models of engaging customers and partners, advancing Berjaya Sompo Insurance “digital proposition” and taking on a digital thought leadership role.
This comes as the insurance provider looks to grow its business and improve efficiency in dealing with its customers via digital channels. As head of digital, Siew will manage a team of four individuals, which will provide platforms to improve online customer experience, as well as support partnership distribution. This will be done via banks, agents and brokers, among others.
Siew has over 10 years of experience in digital insurance and previously worked at AXA Affin Insurance for about four years, according to his LinkedIn. During his time there, Siew helmed roles such as head of digital – HR department and head of eCommerce and partnership. He also worked at CompareXpress and Teledirect.
In a statement to A+M, Siew said his vision for the digital team is to “put [themselves] in the consumers’ shoes and look past the competition”.
Last October, the insurance provider unveiled plans to grow its brands through a detailed agenda, by embarking on initiatives such as online product innovation, increase in digital distribution channels and strengthening its digital infrastructure, to make insurance simple for consumers. It also introduced a mascot named “Sompony” which is used across Malaysia, Singapore, Indonesia and Thailand, to connect with consumers in a more human, light-hearted and relatable manner.
Earlier last year, it also brought on board Mawarni Adam, who has over 16 years of experience in the marketing industry, as head of brand, marketing, and communications.