What Prudential BSN Takaful Berhad does

Prudential BSN Takaful Berhad (PruBSN) is a Malaysia-incorporated, private joint-venture family takaful operator established in 2006 between Prudential plc (UK) and Bank Simpanan Nasional (BSN), licensed by Bank Negara Malaysia under Shariah principles (ta'awun / mutual assistance). The company sells Shariah-compliant individual and family protection, savings, investment-linked, medical, and legacy products through an extensive 16,000+ agent field force, supplemented by digital self-service platforms — PruBSN Mobility (with the NextGen Underwriting Engine for real-time point-of-sale underwriting), PRUServices portal, PruBSN Touch, PruBSN Aman (a community-mutual takaful mobile app), and PruBSN Teladoc telemedicine. Its core product portfolio spans protection plans (AnugerahMax, Anggun, Lindung Famili, Sinar, DamaiGenZ, Asas 360, Kritikal Care360), savings/wealth plans (Aspirasi, Takafulink investment funds including the ESG Global fund), and the legacy-focused WarisanGold, complemented by 30+ rider modules covering critical illness, medical, accidental, fertility/pregnancy, and social-impact (Ihsan). Revenue is generated via recurring takaful contributions (subscription), investment-linked fund management fees, and complementary rider premiums; pricing starts at RM50/month for entry products such as AnugerahMax and Anggun.

Customer segments span Malaysian individuals and families (primary), women (Bumiputera-inclusive female protection including the Mom Care fertility rider), B40/low-income households receiving complimentary Microtakaful Jariyah coverage via the eKasih/ICU JPM partnership, and Shariah-compliant ESG investors via Takafulink Dana ESG Global. Go-to-market is a hybrid of enterprise-style field sales via agents and self-service digital channels, anchored by the proprietary NextGen Underwriting Engine which compresses issuance from days to hours. The company also operates the PruBSN Prihatin charitable arm (tax-exempt under subsection 44(6) of the Income Tax Act 1967), and has a 2M+ customer base, recognized as Malaysia's leading family takaful operator for 11 consecutive years with Bank Negara Malaysia licensing, PIDM membership, and Majlis Penasihat Syariah supervisory oversight forming regulatory anchors.

Beyond commercial products, PruBSN runs social-impact programmes including Microtakaful Jariyah (cumulatively over 80,000 community beneficiaries), An-Nur Care (waqaf-based programme with Waqaf An-Nur, launched 2025), and partnerships with MAKNA (cancer support), Our Optometris (vision education), and Darussyifa (Islamic spiritual support). The company's operating geography is Malaysia-only (single-country), with headquarters in Menara Prudential at Tun Razak Exchange, Kuala Lumpur, and a corporate employee headcount band of 501-1,000 in addition to its 16,000+ independent-agent field force.

Name

Prudential BSN Takaful Berhad

Legal name

Prudential BSN Takaful Berhad

Website

https://prubsn.com.my

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Prudential BSN Takaful Berhad (PruBSN) is a Malaysian Shariah-compliant family takaful operator, jointly established in 2006 by Prudential plc and Bank Simpanan Nasional. It provides protection, savings, investment-linked, and medical takaful products to individual and family customers, distributed through a 16,000+ agent network and digital platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Family Takaful Contributions: Recurring takaful contributions from family protection plans covering life, health, medical, and savings needs. Revenue generated through periodic contributions from participants under Shariah-compliant takaful certificates.
2. Takafulink Investment Funds: Investment-linked takaful funds where contributions are allocated to investment portfolios, generating management fees and fund-related revenues.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Prudential BSN Takaful Berhad provides Shariah-compliant family takaful solutions in Malaysia covering life protection, critical illness, medical and hospitalisation, accidental coverage, savings and investment-linked plans, legacy planning, and microtakaful products. The offering is delivered through 16,000+ Takaful agents and digital platforms (PruBSN Mobility, PRUServices, PruBSN Aman, NextGen Underwriting Engine), targeting Malaysian individuals, families, women-specific protection, B40 low-income households, and Shariah-compliant ESG investors.

Product overview

Prudential BSN Takaful Berhad (PruBSN) operates as a leading family takaful provider in Malaysia offering a comprehensive portfolio of Shariah-compliant protection, savings, and investment products. The core product portfolio includes protection plans (PruBSN AnugerahMax, PruBSN Anggun, PruBSN Lindung Famili, PruBSN Sinar, PruBSN DamaiGenZ, PruBSN Asas 360, PruBSN Kritikal Care360), wealth/savings plans (PruBSN Aspirasi), and legacy plans (PruBSN WarisanGold), along with a government-supported SIKR plan for low-income families. The offering is complemented by over 30 rider add-ons covering critical illness (Crisis TotalCare, Crisis Shield, Crisis Protector, Cancer Protector), medical/hospitalisation (Medic TotalCare, Mom Care for fertility/pregnancy), accidental (Accidental Protector Plus, Accidental Medical Protector, Accidental Disablement Protector), income protection, investment savings (Takaful Saver, Takaful Saver Kid), and social responsibility (Ihsan donation rider). PruBSN also operates digital platforms including PruBSN Aman mobile app for community-based mutual takaful and khairat, NextGen Underwriting Engine for instant underwriting, PRUServices customer portal, and PruBSN Touch/Care Concierge/Case Management services. The company supports microtakaful initiatives through PruBSN Prihatin charitable arm and Takafulink investment funds including the ESG Global fund.

Differentiator

Problem solved

Functional benefit

Brands

• PruBSN Prihatin: Charitable arm of PruBSN established on 23 March 2015, providing access to education and life skills, health and well-being, and disaster relief for disadvantaged families and communities around Malaysia. Approved under subsection 44(6) of the Income Tax Act 1967.
• PruBSN Aman
• PruBSN Microtakaful Jariyah

Products and services

• PruBSN AnugerahMax

Quantifiable outcome

• 4,422 Takaful consultants passed PITO Module 2 exam in a single day, breaking Malaysia Book of Records
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered flagship, core and supporting.

• Waqaf An-NurflagshipStrategic or Co-development Partner · 17 September 2025Launch of An-Nur Care initiative providing community support and takaful protection through waqaf (endowment) structure.
• Financial Planning Association of Malaysia (FPAM)coreStrategic or Co-development Partner · 15 November 2024MoU signing ceremony for renewed strategic partnership providing Takaful consultants with exclusive support to complete PITO Module 2 certification and access to Islamic Financial Planner (IFP) in-house programme.
• Implementation Coordination Unit (ICU JPM)coreStrategic or Co-development Partner · 2 August 2021Strategic collaboration with Prime Minister's Department for distribution of PruBSN Microtakaful Jariyah plans to low-income families identified through eKasih poverty database. PruBSN allocated RM2.24 million in 2021 for this initiative.
• MyAngkasa MukmincoreTechnology or Integration · 27 May 2021Established funeral service provider partner for PruBSN Aman app, handling end-to-end funeral arrangements for Muslim participants in accordance with Shariah laws.
• Nomura Asset Management Malaysia Sdn. Bhd.coreTechnology or IntegrationFund manager for Takafulink Dana ESG Global, Malaysia's first Shariah-compliant ESG fund launched by a Takaful operator. Manages Nomura Global Shariah Sustainable Equity Fund.
• National Cancer Council Malaysia (MAKNA)coreStrategic or Co-development PartnerProject Surprise collaboration to raise funds and provide hopes for children battling cancer. Volunteers travel to fulfill wishes of these children.
• DarussyifasupportingStrategic or Co-development PartnerCollaboration for Islamic Spiritual Support services, providing spiritual guidance to customers.
• Our OptometrissupportingStrategic or Co-development PartnerVision for Education programme providing awareness of school children on vision problems and impairment.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Great Eastern Takaful Berhad: Great Eastern Takaful is a Malaysian family takaful operator under the Great Eastern Group, offering individual and group family takaful products that overlap directly with PruBSN's retail and corporate certificate portfolio.
• Syarikat Takaful Malaysia Keluarga Berhad: The original family takaful operator in Malaysia (pioneer since 1984), offering direct family takaful competition to PruBSN with comparable product breadth across life, health, and savings certificates.
• Zurich Takaful Malaysia: Zurich Takaful Malaysia offers family and general takaful products in Malaysia, including life, health, and savings-linked plans, competing with PruBSN especially in the medical/critical illness and investment-linked segments.
• Takaful Malaysia Keluarga: Takaful Malaysia Keluarga is one of PruBSN's closest direct competitors in Malaysian family takaful, offering overlapping life, health, critical illness, and savings takaful plans to Malaysian consumers through a similar agent-and-digital distribution model.
• Etiqa Family Takaful: Etiqa Family Takaful is a major Malaysian family takaful operator under Maybank, competing head-to-head with PruBSN on individual/family protection, critical illness, and medical takaful products via multi-channel distribution.

Emerging players

• FWD Takaful Berhad: FWD Takaful is a digital-first Malaysian takaful entrant focused on simplified, app-driven customer journeys; while smaller and earlier-stage than PruBSN, it competes for the same digitally-engaged Malaysian family segment PruBSN is targeting with NextGen and PruBSN Mobility.

Broad incumbents

• Prudential Assurance Malaysia Berhad (PAMB): PAMB is the conventional life insurance sibling under the same Prudential plc umbrella as PruBSN, sharing group-level branding, technology platforms, and Shariah/actuarial expertise; its broader product set competes for the same Malaysian household wallet.
• Allianz Life Insurance Malaysia Berhad: Allianz Life Insurance Malaysia is a large established conventional life insurer with growing Shariah-linked offerings; it competes with PruBSN for protection, savings, and investment-linked customers through multi-channel distribution.

Regional players

• HSBC Amanah Malaysia: HSBC Amanah is HSBC's Islamic banking window in Malaysia offering Shariah-compliant financing, savings, and bancassurance partnerships; it overlaps with PruBSN in serving affluent Shariah-conscious customers and Islamic wealth management needs.
• Standard Chartered Saadiq (Malaysia): Standard Chartered Saadiq is the Islamic banking arm of Standard Chartered in Malaysia offering Shariah-compliant financial products including family takaful referrals; it competes indirectly for PruBSN's Muslim retail customer base through bancassurance and savings products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/prubsn

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Prudential BSN Takaful Berhad