Su Yern brings over 23 years of experience in the insurance industry, and is a dedicated Fellow of the Society of Actuaries (“SOA”). With more than 18 years in leadership roles, she has consistently driven strategic growth and operational excellence.

Su Yern joined Etiqa in 2013 as Head of Pricing for Life and Family products, where she ensured regulatory compliance and developed pricing strategies for both Etiqa Life Insurance Berhad and Etiqa Family Takaful Berhad. In 2022, she served as Chief Product Officer at Maybank Ageas Holding Berhad before being dedicated to Etiqa Life Insurance Berhad to take charge of sales channels as General Manager in 2023. Her leadership has driven substantial project successes, including driving agency manpower growth of over 40% in 2024 and fostering a productive, bionic agency force grounded in ethical practices and long-term success.

Earlier in her career, Su Yern played a key role at Prudential Assurance Malaysia Berhad, where she contributed to the enhancement of medical, retirement, and investment plans. She also supported the launch of the first Takaful product within their newly established Takaful setup, built new bank partnerships, and led cross-selling campaigns. Her initial experience at Hannover Life Re further broadened her understanding of the reinsurance sector.

Su Yern’s vision is to provide the community with accessible and adequate life insurance protection, while balancing customers’ affordability with business sustainability and community well-being. Her commitment to integrity and professionalism, along with her ongoing efforts to digitalize agency processes, will improve the speed and quality of customer service.

Her ability to manage stakeholders and navigate complex challenges with transparency has been key to her success. Su Yern’s leadership is focused on building a company that is both trustworthy and resilient, adapting to an ever-evolving market while staying rooted in ethical values.