Liberty General Insurance Berhad

What Liberty General Insurance Berhad does

Liberty General Insurance Berhad (LGIB) is a Malaysian general insurance company incorporated in 1978 and headquartered at Liberty Insurance Tower in Kuala Lumpur. The company offers a broad general insurance portfolio spanning motor (comprehensive, third-party fire and theft, third-party), motorcycle, home (Houseowner, Householder), health (Medistar), travel (Travel Star), personal accident (multiple products including PA Flex, Liberty Tenang, Liberty PA Guard, Liberty EzyPA, Smart Cover, Flexi Care, Special Care PA, and POS Value Insurance Plan), and business lines (BizCare plus asset, employee, and liability coverage). It is the only insurer in Malaysia operating under three retained brands — Liberty Insurance, Kurnia Insurans, and AmAssurance — providing cross-brand market access. The company is described as one of the Top 2 motor insurers in Malaysia.

LGIB runs a hybrid distribution model combining direct-to-consumer online sales (with quote-to-bind in roughly 3 to 5 minutes), 36 physical branches nationwide, over 7,000 insurance agents, and over 600 approved repairers and panel hospitals. It also distributes exclusive products through UOB Bank and POS Malaysia branches. Technology infrastructure includes the Liberty One Touch mobile application (24/7 roadside assistance, live tow truck tracking, one-tap claims management, auto-populated vehicle details) and Remote Video Assessment for faster claims approvals. The company is regulated by Bank Negara Malaysia and is a member of Perbadanan Insurans Deposit Malaysia (PIDM).

Revenue is generated through subscription-style insurance premiums across multiple categories, with pricing calculated via individual risk assessment. The company employs between 1,001 and 5,000 people and has received multiple recognitions including Insurance Asia Awards (Digital Insurance Initiative of the Year 2025 and 2026) and HR Asia workplace awards.

Name

Liberty General Insurance Berhad

Legal name

Liberty General Insurance Berhad

Website

https://www.libertyinsurance.com.my

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Liberty General Insurance Berhad is a Malaysian general insurer offering motor, motorcycle, home, health, travel, personal accident, and business insurance under three retained brands (Liberty Insurance, Kurnia Insurans, AmAssurance) distributed through 36 branches, 7,000+ agents, and digital channels.

Ownership category

akta.pro rank

Product category

General Insurance

NAICS

Insurance Carriers (5241)

SIC

Accident & Health Insurance (6321)

akta.pro primary industry

Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ)

akta.pro secondary industry

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

Keywords

• General insurance
• Motor insurance
• Personal accident insurance
• Commercial insurance
• Health insurance

Headquarters

HQ city

Kuala Lumpur

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, Others

Revenue model

1. Insurance Premiums: Collection of insurance premiums from policyholders across multiple insurance categories including motor, motorcycle, home, health, travel, and personal accident insurance. Revenue is generated through annual or multi-year policy premiums.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Liberty General Insurance Berhad is a Malaysian general insurance provider offering motor, motorcycle, home, health, travel, personal accident, and commercial insurance products under three brands: Liberty Insurance, Kurnia Insurans, and AmAssurance. The company distributes policies through direct online channels, a mobile app, 7,000+ agents, 36 branches nationwide, and bank/retail partnerships. Customers can obtain quotes and complete purchases or renewals online in approximately 3–5 minutes with no paperwork, supported by 24/7 roadside assistance and remote video claims assessment.

Product overview

Liberty General Insurance Berhad offers a comprehensive portfolio of insurance products under a multi-brand strategy. The company provides Personal Insurance products including motor insurance (auto365 Comprehensive Premier/Plus/Lite, InsureMyTesla, EV 365 Care), motorcycle insurance (motorcycle365 Comprehensive Plus), travel insurance (Travel Star), personal accident insurance (PA Flex, Liberty Tenang, Liberty PA Guard, Liberty EzyPA, Smart Cover, Flexi Care, Special Care PA), health insurance (Medistar), and home insurance (Houseowner, Householder). Business Insurance offerings include BizCare, asset coverage (Fire, Money, Burglary, Plate Glass, Fidelity Guarantee, Marine Cargo, Commercial Vehicle), employee coverage (Foreign Worker Protection, Workmen's Compensation), and liability coverage (Public Liability, Employer's Liability, Product Liability). The company also offers exclusive UOB-branded products and the Liberty One Touch mobile app for digital roadside assistance. The portfolio operates across three brands: Liberty Insurance, Kurnia Insurans, and AmAssurance.

Differentiator

Problem solved

Functional benefit

Brands

• Liberty One Touch: Digital Roadside Assistance mobile application providing 24/7 roadside support, real-time tracking, and claims management.

Products and services

• auto365 Comprehensive Premier Comprehensive all-risk car insurance plan offering maximum benefits including a 3-year workmanship warranty, free towing up to 365km, and a Compassionate Allowance of up to RM5,000 for Loss of Vehicle, targeted at private car owners seeking premium coverage.
• auto365 Comprehensive Plus Value-for-money comprehensive car insurance plan with added benefits including free towing up to 100km in West Malaysia or 60km in East Malaysia, designed for private car owners seeking balanced coverage and cost.
• auto365 Comprehensive Lite Affordable comprehensive car insurance plan tailored for budget-conscious drivers covering essential protection needs.
• InsureMyTesla Specialised insurance coverage designed exclusively for Tesla electric vehicles, addressing EV-specific protection needs.
• auto365 Third Party, Fire and Theft Premier Premier third-party, fire and theft car insurance covering third-party injuries or damage and protecting the vehicle against theft, fire, and at-fault collisions.
• Third Party, Fire and Theft Standard car insurance policy that protects the vehicle against fire and theft and covers damages, injury, or death caused to third parties.
• Third Party Car Insurance Basic car insurance policy providing coverage for injury, death, or property damage caused to third parties.
• EV 365 Care Extra protection for electric vehicle and plug-in hybrid electric vehicle owners, covering their vehicles at home and on the road.
• motorcycle365 Comprehensive Plus Comprehensive motorcycle insurance with value-added benefits to safeguard every ride for motorcycle owners.
• Motorcycle Comprehensive Basic protection for motorcycles and third-party claims at an affordable price.
• Motorcycle Third Party Motorcycle insurance providing protection for third-party liabilities in the event of an accident.
• Travel Star Travel insurance providing personal accident coverage, medical evacuation, repatriation, and related travel protection benefits.
• PA Flex Flexible and comprehensive personal accident policy designed to keep individuals and families prepared against life's unexpected events.
• Liberty Tenang Affordable personal accident coverage designed for individuals and families.
• Liberty PA Guard 24-hour global personal accident insurance with affordable premiums.
• Liberty EzyPA Personal accident insurance offering 24/7 worldwide coverage.
• Smart Cover Personal accident coverage ensuring loved ones are supported in the event of accidental death or disability.
• Flexi Care Personal accident protection with affordable rates, flexible coverage, and yearly bonuses.
• Special Care PA Personal accident coverage designed for Persons with Disabilities, providing compensation for injuries, disability, or death.
• Right Cover Personal Accident Affordable round-the-clock personal accident coverage for individuals and families.
• Right Cover Plus Personal accident protection keeping families financially stable during unexpected life events.
• POS Value Insurance Plan Budget-friendly personal accident coverage with global protection, available exclusively at POS Malaysia branches.
• Houseowner Home insurance covering damage to the dwelling from natural disasters, accidents, and other unexpected events.
• Householder Home contents insurance covering fire, lightning, natural disasters, and other unexpected events for household belongings.
• Medistar Comprehensive medical insurance with cashless admission and worldwide coverage, renewable up to age 70.
• BizCare Customisable business insurance bundling coverage for fire, accidents, burglary, terrorism, and related commercial risks for SMEs and businesses.
• Liberty One Touch Digital roadside assistance mobile app providing 24/7 roadside help, live tow truck tracking, a nearby workshop locator, one-tap claims management, and auto-populated vehicle details.
• BizPAC 24/7 personal accident protection with extra benefits beyond basic PA cover, exclusively available to UOB bank customers.
• Max Guard Comprehensive 24/7 personal accident protection plan offered exclusively to UOB bank customers.

Quantifiable outcome

• Free towing up to 365km on comprehensive plans
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Etiqa Insurance Berhad: Etiqa is one of Malaysia's leading general and life insurance carriers, with a broad motor, health, and personal accident portfolio and extensive takaful operations. Directly comparable to Liberty General on product breadth, multi-channel distribution, and Top-tier Malaysian market share.
• MSIG Insurance (Malaysia) Bhd: MSIG is a large general insurer in Malaysia offering motor, personal accident, property, and commercial lines through agent and direct channels. Comparable to Liberty on general insurance portfolio mix, agent-led distribution, and BNM-regulated underwriting focus.
• Allianz General Insurance Malaysia: Allianz operates one of Malaysia's leading general insurance businesses covering motor, home, health, and commercial risks with a strong agent and bancassurance network. Highly comparable to Liberty on product breadth, digital innovation agenda, and Malaysian market position.
• Zurich General Insurance Malaysia: Zurich offers motor, personal accident, health, and commercial lines in Malaysia under BNM regulation, with strong digital capabilities and agent networks. Similar profile to Liberty on general insurance product set and B2C motor positioning.
• AIG Malaysia Insurance Berhad: AIG underwrites personal and commercial general insurance in Malaysia including motor, accident, and property lines. Comparable to Liberty on multinational general insurance presence, agent distribution, and product-line overlap.
• Tokio Marine Insurance Malaysia: Tokio Marine offers motor, fire, marine cargo, and personal accident insurance in Malaysia with broad agent and broker channels. Directly comparable to Liberty on general insurance product scope and Malaysian market focus.
• AXA Affin General Insurance Berhad: AXA Affin is a Malaysian general insurer formed through an Affin Bank partnership, offering motor, home, health, and PA products. Comparable to Liberty on bancassurance channels, motor focus, and product breadth.
• AmGeneral Insurance Berhad: AmGeneral is another major Malaysian general insurer writing motor and personal lines through KBB/partnership models and a strong digital agenda. Comparable peer given motor-led portfolio and digital transformation profile.

Broad incumbents

• RHB Insurance Berhad: RHB's insurance arm underwrites motor, fire, and personal accident products primarily distributed through RHB Bank's retail network. Comparable to Liberty's bancassurance and motor-heavy distribution model in Malaysia.
• Syarikat Takaful Malaysia Keluarga: Takaful Malaysia is a leading shariah-compliant insurance and takaful operator with family and general takaful lines, competing with Liberty especially in motor and personal accident through diversified distribution. Adjacent general insurance peer in the same Malaysian regulatory and competitive landscape.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC80KPMrQq8LDfvr5YePe3PQ
• Facebookfacebook.com/LibertyInsuranceMalaysia
• LinkedInlinkedin.com/company/liberty-general-insurance-berhad
• Instagraminstagram.com/libertyinsurancemalaysia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Liberty General Insurance Berhad