While it is imperative that takaful operators seek to provide as seamless an experience as possible in terms of online content for consumers, this does not have to lead to the substitution of agents. On the contrary. Agents can in fact enrich the process by being trained and equipped with useful tools to guide and advise potential customers. Agents should also work with aggregators as a means to develop an online presence, in the same way real estate agents are featured on property websites. It is important to note, however, that technology is only a platform, a tool. Without strategy or purpose, the adoption of tech alone cannot spur change. What is needed to complement this is a fresh approach to business. This means broadening one’s horizons beyond given market conventions, and being courageous to compete in new, unexplored strategic areas. Compete better – and more broadly To truly capture the market of the future, agents will need to sharpen their competitive edge. There are many ways to go about this, but I’d like to talk about two in particular: Doing what you already do better, and doing it for a much broader market. 2/5  BIS central bankers' speeches  Akio Morita, the co-founder of Sony, once said about his company’s products – “We don’t ask consumers what they want… We focus on what they need, what they will want and make sure we’re there, ready.” I find this relevant to the role of agents today.
In a few months’ time, the Bank will be issuing an Exposure Draft on Fair Treatment of Financial Consumers which will set out heightened regulatory expectations for all players. Agents will need to exercise greater care, skill and diligence in their dealing with customers. But rules and regulations are in themselves not sufficient to create a pool of agents trusted by customers: That would require all-round, holistic professionalism – an agent who is technically qualified, fully committed and uncompromising on ethical standards. To me, it is this integrity and calibre that will ultimately guarantee the continued success of agents into the next decade, more so than any other factor. Faced with a more demanding and complex business environment, agents must continuously develop and equip themselves with skills and knowledge that are relevant, and that will continue to remain relevant well into the future. There are plenty of formal programmes available to help agents progress in their technical competencies. There is also a whole host of open online courses which can be accessed anytime, anywhere, with the desire to learn is the only prerequisite. It is encouraging that various professional training courses are already being offered through NAMLIFA’s Financial and Life Practitioners Council, and that one of the programmes has been accredited by the Financial Accreditation Agency (FAA).