LIAM Celebrates 50th Anniversary with Bowling Tournament and Community Outreach Initiatives
Kuala Lumpur, 13 November 2024 – The Life Insurance Association of Malaysia (LIAM) marks its 50th anniversary with a series of impactful initiatives aimed at promoting healthy living, fostering industry camaraderie, and giving back to the community.
On 9 November 2024, LIAM sponsored the annual insurance industry bowling tournament hosted by the Asian Institute of Insurance (Aii) at Sunway Mega Lanes, Petaling Jaya. The event promoted sportsmanship and a healthy lifestyle, attracting 175 participants across 35 teams from Malaysia’s life and general insurance companies.
Great Eastern Life Assurance (Malaysia) Berhad emerged as the champion, winning RM1,500 in cash and the tournament trophy. AIA Bhd. and Zurich General Insurance Malaysia Berhad shared second place, each taking home RM1,000 and medals. Sun Life Malaysia Assurance Berhad secured third place with an RM800 cash prize and a medal, while AIG Malaysia Insurance Berhad and Tokio Marine Insurans (Malaysia) Berhad finished in fourth and fifth, respectively, receiving RM600 and RM500 each, along with medals. The individual best bowler awards went to Isahrulisam bin Ibrahim from Berjaya Sompo Insurance Berhad and Nurhazimah from Tokio Marine Insurans (Malaysia) Berhad, each winning RM200 and a trophy.
“This annual bowling tournament is a much-anticipated event, providing an opportunity for our staff to build sportsmanship and promote wellness within the industry,” said Mark O'Dell, CEO of LIAM. “It allows everyone, regardless of position, to engage and connect beyond the office setting. Kudos to the organizers and congratulations to all the winners.”
Over its five-decade history, LIAM has contributed significantly to Malaysia’s dynamic life insurance industry and supported government social protection efforts. In celebrating its 50th anniversary, LIAM has launched several outreach initiatives, reflecting its commitment to community well-being and financial security.
In April, LIAM brought festive cheer to 200 children from five charitable homes in the Klang Valley, delivering RM40,000 worth of essential items and special goodie bags containing stationery, water bottles, tote bags, cutlery sets, and more.
In conjunction with Malaysia’s Merdeka month, LIAM introduced the RM5 million i-MULA 50 Starter Pack Insurance Fund, an initiative to make life insurance more accessible and affordable for 100,000 eligible Malaysians. This program, funded by LIAM and its member companies, offers a RM50 subsidy for each qualifying life insurance policy, covering benefits such as death, total and permanent disability (TPD), critical illness, medical expenses, and hospital income. Eleven life insurance companies participate in this initiative, offering 33 affordable protection plans to youths and young families nationwide.
Further, through partnerships with the National Cancer Society of Malaysia and the ROSE Foundation, LIAM and its 16 member companies contributed RM3.65 million to the “Leaving No One Behind – HPV Vaccination & HPV Screening Programme.” This program aims to provide free HPV vaccinations to 100,000 young girls and HPV screenings for 10,000 women aged 30-65, raising awareness and promoting early detection to help prevent cervical cancer, the third most common cancer affecting Malaysian women.
To educate the public about life insurance and financial protection, LIAM launched two social media campaigns, #LifeIsFullOfSurprises and #LIAMGoldenMoments, with cash prizes totaling over RM45,000. The #LIAMGoldenMoments campaign encourages the public to share videos of their cherished moments, with LIAM pledging RM10 for each video submission to five selected NGOs and social enterprises. By the campaign's end, LIAM is committed to donating at least RM100,000 to five NGOs and social enterprises including Suri Lifestyle, Reef Check Malaysia, Generating Opportunities for Learning Disabled (GOLD), Persatuan Wanita & Ibu Tunggal (WITUS), and The Asli Co.
“Our focus remains on raising public awareness, enhancing financial security, advancing workforce professionalism, and supporting government social security reforms,” said O'Dell. “We will continue to evolve with the needs of consumers and communities, believing that our contributions will drive a more dynamic, innovative, and inclusive industry,” he concluded.
