My career began over two decades ago in the banking industry in one of Australia’s largest banks, Westpac, in the field of Financial Advisory for a couple of years, followed by 16 years in the banking sector in Oman. This diverse background provided a strong foundation in retail banking, investments, digital transformation, strategy implementations, product innovation, and understanding of regulatory frameworks. In 2021, I changed career paths and joined RSA Middle East as the Deputy CEO for UAE and Bahrain operations before joining Al Ahlia Insurance in Oman as the CEO.
I also worked on complementing my work experience with educational and leadership programmes, graduating with a master’s degree in finance and a bachelor’s in financial risk management from the University of Victoria, Australia, and participated in numerous leadership programmes, including the Oman National CEO programme with IMD, London Business School, Queen University to name a few.
These educational and leadership trainings have been instrumental in shaping my strategic vision and contributed to me receiving awards like the ‘Premium Insurtech CEO of the Year’ and ‘Insurance CEO of the Year’ and “Woman of the Year”.
A significant milestone in my career was overseeing the successful integration of NLGIC & Al Ahlia Insurance. The integration enabled our teams to bring together a diverse talent pool from both companies. This collective expertise drives innovation, improves customer service, and enhances our overall business performance.
Key attributes that set Liva apart
Customer service excellence:
At Liva Insurance, Exceptional service is a key area of focus. Liva Insurance makes sure that customer service is one of the first priorities of every project. Which is evident in exceptional customer service satisfaction survey results and when Liva Insurance earned the ‘pioneering customer experience’ recognition at the Top Omani Brands award 2024.
Technology integration:
Leveraging advanced technologies such as online platforms, AI, big data, and integrations with local government bodies (like the ROP) sets Liva Insurance apart, enabling it to enhance customer experience, streamline claims process, and improve risk management.
Strategic partnerships:
Forming strategic alliances with healthcare providers and automotive companies enables Liva Insurance to offer customers the best-in-class services. Going beyond the insurance products, Liva’s rewards programme offers customers access to exclusive discounts from a host of strategic partners in different categories.
What are the key strategies that Liva Insurance utilizes for sustainable growth?
The key asset in any business is its people, promoting a positive corporate culture and embracing Digital Transformation.
Fostering a working culture where employees feel valued and empowered is paramount to success. This nurturing environment fuels creativity and efficient teamwork, forming the foundation for the success of any strategy or initiative.
How is Liva Insurance bracing for the future?
The insurance industry is a rapidly evolving industry; investing in technology is a key driver for streamlining operations, enhancing customer interactions, and extending our service reach. Liva Insurance is at the forefront of integrating AI and machine learning to provide seamless self-service offerings, ensuring that the insurance experience is simple and hassle-free for our customers.
To ensure that we drive our technology in the right path, we constantly ask ourselves a very important question before we embark on any technological project. How can we use technology to enhance our customer’s experience. This ensures that our technology is first and foremost, customer serving.
What are some points you can tell us about your operations and unique position as a regional player?
Liva Insurance is dedicated to operational efficiency and customer engagement through strategic initiatives and partnerships.
To further enhance our services and products, we have established strategic partnerships with numerous automotive dealers. These collaborations enable us to offer tailored insurance solutions that integrate seamlessly with automotive services, providing our customers with enhanced coverage and repair options, and streamlined processes.
Additionally, our partnerships with various business across the Sultanate offer exclusive discounts and benefits to our customers through Liva Insurance’s rewards program. These alliances allow us to provide added value beyond traditional insurance products, enriching the overall customer experience. Whether it’s discounts on lifestyle products or special offers on travel and entertainment, our reward partners help us deliver a rewarding experience to our policyholders, just for being part of Liva Insurance.
Being among the select insurers present throughout the entire GCC region, Liva Insurance has the unique advantage of developing exclusive data sets and regional teams with exceptional local expertise, enabling valuable knowledge exchange. This regional presence allows us to cater to the diverse needs of our customers across different markets, ensuring personalized and efficient service delivery.
Can you tell us about the challenges in the insurance industry?
Navigating market fluctuations and environmental changes is a significant challenge that is affecting insurers and other businesses across the globe. For instance, Oman’s changing weather patterns affect not only the insurance sector but the broader market as well, from businesses like logistics to services like hotels and F&B. At Liva, we leverage technology and advanced statistical models to anticipate, plan for, and mitigate these impacts.
How do you work at cultivating Excellence?
Our focus on fostering a flexible and resilient organizational culture includes continuous learning and adaptive strategies. We conduct regular training sessions, scenario planning exercises, and maintain open communication across all levels of the organization. We ensure that our employees feel respected, rewarded, and recognized while we focus on our four key metrics for excellence:
Promoting empowerment and adaptability
Encouraging teamwork and collaboration
Implementing recognition and reward systems
Defining and communicating clear KPIs and vision
We also empower our employees to contribute to sustainability efforts, offering opportunities for volunteerism, organizing educational workshops on sustainability, and fostering an eco-conscious culture within the organization.
By embracing these values and initiatives, Liva Insurance continues to lead the industry, setting benchmarks in corporate culture, technological innovation, operational efficiency, and environmental responsibility.
What advice can you give for future leaders?
Industries evolve rapidly, influenced by technology, consumer behaviour, and regulatory changes. Staying informed and continually enhancing your knowledge and skills is crucial. This doesn’t just apply only to industry-specific knowledge but also to leadership and management practices.
A great way to learn is to look at learning from those who have gone before you. Seek out mentors and advisers who can provide guidance, feedback, and connections. Additionally, engage actively in networking, as relationships can often translate into business opportunities.
What motivates you at Liva Insurance?
Knowing that our work directly influences the well-being and security of our customers is profoundly motivating. Insurance is more than just a business; it’s about providing peace of mind and support during some of the most challenging times in people’s lives.
The opportunity to make a positive difference is a powerful motivator. Which is why Liva Insurance is synonymous with customer trust and loyalty. Achieving this means not only meeting, but exceeding customer expectations consistently.
I am also deeply inspired by the potential within our team. Witnessing our employees grow, take on new challenges, and succeed is incredibly rewarding. Fostering an environment where they can thrive and advance their careers is not just a responsibility but a privilege.
