Etiqa

What Etiqa does

Etiqa Insurance and Takaful is a Malaysian composite insurer and Shariah-compliant takaful operator headquartered in Kuala Lumpur, operating as a wholly-owned subsidiary of Maybank (Malayan Banking Berhad), Malaysia's largest bank by assets. Founded in 2007 and employing 1,001-5,000 staff, Etiqa offers a comprehensive product portfolio spanning motor insurance (car, motorcycle, electric vehicle, commercial vehicle), health and medical insurance, personal accident, life and family protection, travel insurance, home insurance, savings and investment-linked plans, and corporate employee benefits — delivered through four licensed entities covering conventional insurance, family takaful, general takaful, and life insurance.

The company's core technology stack centers on a digital-first insurance platform built around the Etiqa+ mobile application, the Etiqa Smile app, and proprietary service layers including e-Cleva video claims (claims resolution in minutes for windscreen, minor accidents, and home damage), Etiqa Auto Assist (first-in-Malaysia real-time tow truck tracking), and Travel360 (automatic flight delay compensation with paperless instant payouts). These capabilities are supported by an extensive offline distribution infrastructure including 35+ panel hospitals for cashless medical treatment, a national branch network, tied agents and financial advisors, and a corporate sales force for group employee benefits.

Etiqa's business model is anchored on recurring insurance premiums and takaful contributions across individual and corporate segments, supplemented by investment-linked fund management fees and wealth accumulation products. Distribution combines self-serve digital channels with traditional intermediated channels. Geographic footprint is primarily Malaysia with a regional subsidiary in Cambodia (Etiqa General Insurance Cambodia), which launched the Travel360 product in December 2025, signaling initial ASEAN expansion of the group's digital insurance playbook.

Name

Etiqa

Legal name

Etiqa Insurance and Takaful

Website

https://etiqa.com.my

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Etiqa is a Malaysian composite insurer and Shariah-compliant takaful operator offering motor, health, life, travel, home, and savings products to individual, family, and corporate customers via digital and agent channels, as a wholly-owned subsidiary of Maybank.

Ownership category

akta.pro rank

Product category

Insurance and Takaful

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Fire, Marine & Casualty Insurance (6331), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industries

Travel & Accident (Non-Life) Insurance (FSAJAMAN), Annuity + LTC / Long-Term Care Riders (FSAIAJAC), Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK), Pay-Per-Mile Personal Auto Insurance (FSAJAAAC)

Keywords

• Insurance services
• Takaful products
• Motor insurance
• Medical insurance
• Travel insurance

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Premiums (General): Revenue from motor insurance (car, motorcycle, commercial vehicle), home insurance, travel insurance, and personal accident insurance products sold to individual and corporate customers
2. Takaful Contributions: Shariah-compliant insurance products (takaful) covering motor, health, life, travel, and family protection, generating contributions from participants
3. Medical/Health Insurance: Health insurance and takaful products including medical cards, critical illness coverage, and cancer shield offerings
4. Investment-Linked Funds: Investment-linked insurance and takaful plans with fund management capabilities, generating management fees from fund assets under management
5. Savings and Education Insurance: Savings insurance and takaful products, education insurance plans, and wealth accumulation products
6. Corporate Employee Benefits: Group medical, group personal accident, and employee benefits packages sold to corporate clients

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Etiqa is a Malaysian insurance and takaful provider offering both conventional insurance and Shariah-compliant takaful products. The portfolio spans motor (car, motorcycle, EV, commercial vehicle), health/medical, personal accident, life and family protection, travel, home, savings, and investment-linked products, complemented by digital services via the Etiqa+ mobile app, Etiqa Auto Assist platform, and E-Cleva Video Claims for individuals and corporate clients.

Product overview

Etiqa is a Malaysian insurance and takaful provider offering both conventional insurance and Islamic insurance (takaful) products through digital and traditional channels. The core product portfolio spans motor insurance (car, motorcycle, EV, commercial vehicle), health/medical insurance, personal accident, life and family protection, travel insurance, home insurance, and savings/investment-linked products. The offering is organized as a platform-plus-modules architecture with core insurance products supplemented by add-on modules like i-MedicalCard Elite, EzyMedical, and usage-based programs like Cashback by Driving Less. Digital services are delivered through the Etiqa+ mobile app (enabling policy management, claims submission, roadside assistance, and guarantee letter requests) and specialized platforms including Etiqa Auto Assist (24/7 towing assistance with real-time location tracking) and E-Cleva Video Claims (video-assisted claims processing). Corporate clients are served through Employee Benefits packages including Group Medical, Group Personal Accident, Easymedic, and Smecare products. The company also operates an extensive network of panel workshops and hospitals across Malaysia.

Differentiator

Problem solved

Functional benefit

Brands

• Etiqa+ App: All-in-one insurance and takaful mobile application for policy management, claims submission, and roadside assistance
• Etiqa Auto Assist
• Travel360
• Tripcare 360

Products and services

• Tripcare 360 Insurance / Takaful Travel insurance and takaful product providing coverage for medical treatment, accidents, travel delays, cancellations, personal liability, and emergency services across domestic and international travel.
• Comprehensive Car Insurance / Takaful Motor vehicle insurance and takaful coverage for private cars, including protection against accidents, theft, and third-party liability.
• Comprehensive Motorcycle Insurance / Takaful Motorcycle insurance and takaful coverage for riders, including MyRider Insurance and Takaful products.
• Commercial Vehicle Insurance / Takaful Commercial vehicle insurance and takaful for business fleets and commercial transportation.
• Premium Car EV Insurance / Takaful Specialized insurance and takaful coverage for electric vehicles, including Tesla Ensure coverage.
• OneMedical / OneMedical Takaful Medical and health insurance and takaful product providing hospitalization coverage and healthcare benefits.
• Critical Care Insurance / Takaful Critical illness insurance and takaful coverage including Etiqa Critical Care Plus Insurance and E-CancerCare products.
• Cancer Shield Insurance / E-CancerCare Cancer-specific insurance and takaful coverage for cancer diagnosis and treatment costs.
• Buddy PA Insurance / Takaful Personal accident insurance and takaful coverage for accidental death, disablement, and medical expenses.
• HOHH Insurance / Takaful

Quantifiable outcome

• Get compensated in minutes instead of days with e-Cleva video claims
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• sookaminorGTM or Marketing Partner · 16 October 2025sooka, a Malaysian streaming platform, partnered with Etiqa as one of nine local brand partners to expand accessibility and offer exclusive perks. The collaboration provides complimentary sooka Premium access to Etiqa customers through bundled subscriptions, loyalty rewards, and promotional offers, capitalizing on the Premier League season.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Takaful Malaysia: Malaysian composite takaful and conventional insurance operator offering family and general takaful products. Closely comparable to Etiqa given similar product mix, Shariah-compliant focus, and domestic Malaysian distribution model.
• Syarikat Takaful Malaysia Keluarga: Leading Malaysian family takaful provider offering life, health, and savings takaful plans. Directly comparable to Etiqa's family takaful and investment-linked business lines.
• Great Eastern Life Malaysia: One of Malaysia's largest composite life and general insurers with broad product offerings across life, health, motor, and investment-linked. Direct competitor to Etiqa across both consumer and corporate segments.
• Prudential BSN Takaful: Malaysian takaful joint venture offering family takaful, medical, and investment-linked takaful plans. Comparable to Etiqa's takaful offerings and shares a similar bank-distribution partnership structure.
• Allianz Life Insurance Malaysia: Malaysian arm of global insurer Allianz offering life, health, motor, and investment-linked products. Competes directly with Etiqa in motor, medical, and life insurance with similar digital capabilities.
• MSIG Insurance (Malaysia): Malaysian general insurer offering motor, travel, personal accident, home, and commercial lines. Directly comparable to Etiqa's general insurance portfolio, especially motor and travel.
• AXA Affin Life Insurance: Malaysian life insurer offering life, health, savings, and investment-linked products with bank distribution via Affin Bank. Comparable to Etiqa's life and family takaful products.

Broad incumbents

• AIA Malaysia: Malaysian operations of pan-Asian life and health insurer AIA. Comparable as a broad life and health incumbent in the Malaysian market with significant scale and agency distribution competing with Etiqa.
• Zurich Life Insurance Malaysia: Malaysian life and general insurer offering life, health, motor, and investment-linked products. Comparable as another multi-line insurer competing with Etiqa for retail and corporate customers.

Emerging players

• FWD Takaful: Malaysia-focused digital-first takaful and insurance operator with strong emphasis on app-based customer experience. Competes with Etiqa particularly in digital distribution, life takaful, and medical cards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=btvpgtTyhNg
• Xx.com/etiqa4u

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Etiqa