hong leong assurance berhad

What hong leong assurance berhad does

Hong Leong Assurance Berhad (HLA) is a Malaysian life insurance company founded in 1982 and self-described as Malaysia's largest domestic life insurer. The company operates as a subsidiary of Hong Leong Financial Group Berhad (HLFG), part of the Hong Leong Group conglomerate, with MSIG Insurance (Malaysia) Berhad as a strategic partner. HLA offers a comprehensive portfolio spanning investment-linked plans, term life, whole life, critical illness protection, hospitalisation income plans, savings and wealth accumulation products, accident and disability cover, and specialised riders for pregnancy, women's health, and senior citizens. Corporate group offerings include Group Term Life and Group Hospitalisation & Surgical coverage for employers.

The company operates a hybrid distribution model. A professional Life Advisor agency force — featuring multiple MDRT Top-of-Table, Court-of-Table, and standard qualifiers including a record-holding Champion Agency Manager with 18 consecutive years and 24 TOT qualifications — provides personalised financial planning and advisory-led sales. This is complemented by digital self-service channels: the HLA360° customer mobile application for policy management, claims submission, and e-medical access; the hlatouch.my direct-to-consumer online purchase platform for entry-level and mid-tier products (HLA Stackable, Term Cover 10, Total Cover Package, Hospital Shield Plus, CI Shield 5, Active Lifestyle Protector, Hospitalisation Income Shield); and the e-Channel agent portal. A nationwide branch network and 172 panel hospitals across Malaysia support in-person servicing and healthcare access. Recent product launches — HLA Power Series Riders (October 2024), HLA Future Secured Rider (April 2025), and HLA Legacy Wealth (November 2025) — focus on critical illness innovation, retirement security, and high-net-worth wealth preservation.

Revenue is generated primarily through recurring life insurance premiums from individuals and corporate group policies, plus investment-linked plan charges including fund management fees, bid-offer spreads, and policy administration charges. Pricing varies significantly by product, ranging from RM5/year entry-level affordable coverage to RM18,000/year minimum for high-end wealth and legacy products. Beyond Malaysian operations, HLA has expanded into Singapore and Hong Kong via digital-first general insurance subsidiaries and holds a minority stake in Hong Leong MSIG Takaful Berhad (Islamic insurance).

Name

hong leong assurance berhad

Legal name

Hong Leong Assurance Berhad

Website

https://hla.com.my

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hong Leong Assurance Berhad is Malaysia's largest domestic life insurer, providing individual and group life, health, savings, and investment-linked products through a hybrid agency-digital distribution model backed by the Hong Leong Group.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life Insurance Carriers (524113)

SIC

Life Insurance (6311)

akta.pro primary industry

Universal Life (UL) Insurance (FSAIABAB)

akta.pro secondary industries

Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK), Whole Life Insurance (FSAIABAA), Participating (Dividend) Whole Life Insurance (FSAIABAI), Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Life insurance
• Investment-linked plans
• Group employee benefits
• Critical illness coverage
• Wealth planning insurance

Headquarters

HQ city

Petaling Jaya

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Premiums: Recurring premium payments from individual life insurance policies including term life, whole life, investment-linked plans, and riders. Premiums are collected monthly, quarterly, half-yearly, or annually depending on policyholder preference.
2. Group Insurance Premiums: Recurring premium payments from corporate group insurance plans including Group Term Life and Group Hospitalisation & Surgical coverage for employees.
3. Investment-Linked Plan Charges: Various charges associated with investment-linked products including management fees on funds, bid-offer spread, and policy administration charges.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Hong Leong Assurance Berhad is a Malaysian life insurance company that underwrites and distributes a broad portfolio of personal and corporate insurance products, including investment-linked life plans, non-participating protection plans, critical illness and hospitalisation income coverage, savings and wealth accumulation plans, retirement products, legacy planning solutions, and group employee benefits. Products are sold through a hybrid channel of professional Life Advisors, an online purchase platform, and a nationwide branch network supported by the HLA360° customer mobile app and a 172-panel-hospital network.

Product overview

Hong Leong Assurance Berhad offers a comprehensive portfolio of personal and business insurance products. Personal products include investment-linked plans (HLA Prime Secure, HLA Legacy Wealth, HLA CompleteCover, HLA Asset Elite, HLA Asset Master, HLA Prime Asset, HLA CompleteProtect, HLA Wealth Booster Plus, HLA Wealth Gain Plus, HLA Venture Invest II), non-participating plans (HLA Prime Protect Gold, Secure100, HLA Stackable, Term Cover 10, Total Cover Package, Cancer Shield Care, Hospital Shield Plus, Hospitalisation Income Shield, Active Lifestyle Protector, HLA Festive Protect), and riders (HLA Future Secured Rider, HLA Power Series Riders, HLA FiT CI, CI Shield 5, HLA MediShield III Rider, 180 CI Care Rider, Congenital Care Rider, Lady Shield Rider, HLA MediShield Pro Rider). Business products include Group Term Life and Group Hospitalisation & Surgical. The company operates digital platforms including HLA360° customer portal and HLA Touch for online purchases, supported by a network of branches and panel hospitals across Malaysia.

Differentiator

Problem solved

Functional benefit

Brands

• HLA360°: Customer mobile application for policy management, claims submission, and self-service transactions
• e-Channel Portal

Products and services

• HLA Prime Secure Investment-linked life insurance plan providing protection with coverage up to 30 years for as short as 3 years premium payment term, with hassle-free enrolment and no health questions required. Targeted at individuals seeking fast-issue protection with minimal underwriting.
• HLA Legacy Wealth Investment-linked life insurance plan with high Basic Sum Assured starting from RM2 million, designed for wealth preservation and legacy planning with Death Benefit Settlement Options for structured annual payments. Targeted at high-net-worth individuals seeking legacy planning.
• HLA CompleteCover Investment-linked plan with a wide array of riders for personalised coverage at every life stage, with options to increase Basic Sum Assured without underwriting at key milestones. Targeted at individuals seeking flexible lifelong protection.
• HLA Asset Elite Investment-linked plan providing all-rounded protection from prime age to golden years, covering protection for policyholder and legacy for loved ones.
• HLA Asset Master Investment-linked plan providing all-rounded protection and legacy planning up to RM8 million without medical check-up. Targeted at individuals seeking high coverage without underwriting.
• HLA Prime Asset Investment-linked plan with guaranteed death protection up to RM500,000 without medical check-up and no health questionnaires.
• HLA Prime Protect Gold Non-participating insurance plan for senior citizens above age 40 offering life protection up to age 80 with 110% return of premium paid upon maturity if no early claims. Death benefit up to RM400,000 with no medical check-up required.
• Secure100 Non-participating life protection plan with guaranteed lifetime financial protection up to age 100 with multiple payment choices.
• HLA Stackable Affordable Perlindungan Tenang plan starting from RM5 per year allowing stacking up coverage when needed, available online. Targeted at mass-market consumers seeking affordable protection.
• HLA Stackable Package Plans Pre-configured package plans starting from RM50 per year with stacked coverage benefits, available online.
• Term Cover 10 10-year life protection plan up to RM500,000 with option to convert or renew without underwriting, available online.
• Total Cover Package 10-year insurance combo covering life, critical illness and hospitalisation income with option to renew without underwriting, available online.
• HLA CompleteProtect Enhanced regular premium investment-linked plan with stepped-up premiums offering affordable comprehensive coverage through Power Series riders.
• CI Shield 5 10-year 5 major critical illness protection plan up to RM500,000 with option to renew without underwriting, available online.
• Cancer Shield Care 3-in-1 plan covering death, Total and Permanent Disability (TPD) and cancer with multiple stages coverage up to 300% sum assured, available online.
• Hospital Shield Plus 10-year hospitalisation income plan up to RM300 per day with double benefit for cancer hospitalisation, option to renew without underwriting, available online.
• Hospitalisation Income Shield Hospitalisation income plan up to RM300 per day with 5% annual increase, monthly income allowance and compassionate benefit, with 70% of total premiums returned at maturity, available online.
• Active Lifestyle Protector 5-year plan protecting against death, daily hospitalisation income, loss of travel documents and emergency medical evacuation and repatriation benefits, available online.
• HLA Festive Protect 20-year non-participating insurance plan covering coma, accidental death or Total and Permanent Disability (TPD), with 20x coverage during major festive seasons.
• HLA Wealth Booster Plus Investment-linked plan with flexible payment terms starting from RM1,200 per year, allowing investment in a range of funds with rewards for larger premiums and longer terms.
• HLA Wealth Invest Participating plan allowing savings growth with guaranteed income stream, with limited 6-year premium-paying term for 30-year coverage.
• HLA Wealth Gain Plus Investment-linked plan with flexible payment terms starting from RM1,200 per year for investment in a range of funds with unique benefits and risks.
• HLA Venture Invest II Single premium investment-cum-protection plan allowing investment in a wide range of funds with unique benefits and risks.
• Group Term Life Yearly renewable term life insurance for employees providing tailored products, competitive compensation, life and disability protection with option to add riders. Targeted at employers seeking employee group term life benefits.
• Group Hospitalisation & Surgical Comprehensive hospitalisation and surgical coverage for employees with option to extend to immediate family members, including optional outpatient cancer treatment and kidney dialysis. Targeted at employers seeking group medical benefits.

Quantifiable outcome

• Coverage up to RM8 million without medical check-up through HLA Asset Master
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• MSIG Insurance (Malaysia) BerhadcoreStrategic or Co-development PartnerStrategic partner providing insurance expertise and backing to Hong Leong Assurance. Hong Leong Assurance is backed by Hong Leong Group conglomerate and strategic partner MSIG Insurance (Malaysia) Berhad.
• Hong Leong Financial Group BerhadcoreOthersParent conglomerate providing corporate backing and group synergies. Hong Leong Assurance is part of Hong Leong Financial Group of Companies including Hong Leong Bank, Hong Leong Islamic Bank, Hong Leong Bank Singapore, and other financial services subsidiaries.
• MediExpresssupportingTechnology or IntegrationThird-party administrator providing Guarantee Letter (GL) services for hospital admission at panel hospitals. Contact: +603-7650 1266.
• EMA GlobalsupportingTechnology or IntegrationThird-party administrator providing emergency evacuation and repatriation services, and optional second surgical opinion services. Contact: +603-7650 1282.
• Semak Kasih Portal (Malaysian Takaful Association and Life Insurance Association of Malaysia)supportingStrategic or Co-development PartnerFree public service platform helping families identify unclaimed family takaful and life insurance protection left by deceased loved ones. Hong Leong Assurance participates as a member of LIAM providing data access through the portal.
• Financial Markets Ombudsman Service (FMOS)supportingOthersIndependent dispute resolution service appointed by Bank Negara Malaysia and Securities Commission Malaysia for financial consumers and investors. Provides free mediation for cases within FMOS jurisdiction.
• Association of Private Hospitals MalaysiasupportingOthersReferenced in medical repricing communications as a key stakeholder in health system reforms to contain medical cost inflation. Part of multi-stakeholder effort including Insurance Companies, Ministry of Health, health practitioners, and consumer groups.
• Bank Negara MalaysiasupportingOthersCentral bank and regulatory authority. Referenced in press releases regarding medical repricing and health insurance matters. Operates BNMLINK for complaint resolution.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HSBC Life Malaysia Berhad: Life insurer in Malaysia offering life, health, and wealth products predominantly through bancassurance (HSBC Bank). Comparable in ILP and wealth-management products to HLA, though distribution model skews toward bank partners rather than captive agents.
• Tokio Marine Life Insurance Malaysia Berhad: Malaysian life insurer with a focus on legacy and wealth-preservation plans plus medical riders. Comparable to HLA's high-net-worth legacy and critical illness offerings, with similar agency-led distribution model.
• Prudential BSN Takaful Berhad: Major Malaysian life insurer (and takaful operator) with a strong agency force and bancassurance distribution through BSN. Directly competes with HLA in life protection, investment-linked plans, and medical-rider products across overlapping customer segments.
• Manulife Insurance Berhad (Malaysia): Malaysian life and health insurer offering a broad product suite including ILPs, critical illness, and group plans via agency. Comparable in scale, product breadth, and target affluent segments competing with HLA's HLA Legacy Wealth and wealth-planning lines.
• Great Eastern Life Assurance (Malaysia) Berhad: One of Malaysia's longest-established life insurers offering whole life, ILP, and medical plans via agency and bancassurance. Highly comparable in product mix, distribution model, and target customer base to HLA's portfolio.
• Life Insurance Association of Malaysia (LIAM) peers — e.g., AXA Affin Life Insurance: AXA Affin Life offers life, health, savings, and ILPs in Malaysia with an agency and bancassurance model. Comparable as a mid-tier Malaysian life insurer competing in similar mass-affluent and investment-linked segments as HLA.
• Etiqa Life Insurance Berhad: One of Malaysia's largest life and general insurers offering life, health, savings, and investment-linked products through agency and bancassurance channels. Directly comparable as a Malaysian-domestic multi-line insurer competing head-to-head with HLA across retail and group insurance.
• Allianz Life Insurance Malaysia Berhad: Malaysian life insurer offering life, health, and investment-linked plans through agency, bancassurance, and digital channels. Directly comparable product set and distribution overlap with HLA, particularly in ILPs and critical illness riders.

Emerging players

• Takaful Malaysia Keluarga Berhad: Family takaful (Islamic life insurance) operator in Malaysia offering family and medical coverage. Comparable as an alternative to HLA's conventional plans, competing for similar Muslim customer segments and Shariah-compliant wealth products.
• Hong Leong MSIG Takaful Berhad: Shariah-compliant family takaful operator in which HLA holds a minority stake; shares the Hong Leong Group ecosystem. Comparable as a Hong Leong-affiliated insurance brand and potential cross-sell partner for takaful versions of HLA life products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hong-leong-assurance-berhad
• Xx.com/hlamalaysia

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries4 records

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 hong leong assurance berhad