Success Story

The Life industry was opened to the private sector and EFU Life was born in 1992. Mr. Roshen Ali Bhimjee became the Chief Executive Officer and under his leadership EFU Life became the largest private sector life insurance company in Pakistan.

1994: Launch of Individual Life business

Launch of Individual Life business – unit linked products for first time in Pakistan.

1995 to 1999: Continuous growth and cementing position as market leader

1998: ISO Certified

EFU Life becomes ISO Certified; first in the insurance sector

2000: Insurance on credit cards

Introduction of insurance on credit cards eventually leading to a monopoly in this segment

2002: Billion rupee premium Company

Billion rupee premium Company; First private life insurance company to distribute profits to shareholders; completed 10 years of successful operations

2004: Bancassurance

Bancassurance started as an alternative distribution channel

2006: Call Center

Client servicing Call Center launched; Managed Growth Fund’s NAV crosses Rs. 5 billion

2007-2008: IFS rating

• First life insurance company to have    an IFS rating: A+ (Outlook stable)

• IFS rating upgraded to AA-

2010: Paid up capital increased

Paid up capital increased to Rs. 850 million; highest in the private life insurance sector

2011 – Company Milestones

• Achieved milestone of Rs. 10 billion    gross premium

• Launch of ‘PRIMUS’

• Launch of Enterprise Content    Management System

2012: Point of Sales system launched

Point of Sales system launched; Managed Growth Fund’s NAV crosses Rs. 30 billion

2013

• IFS rating upgraded to AA by JCR-    VIS

• Paid up capital increased to Rs.1    billion

• Launch of 9898

2014

Fund Value crosses Rs.60 billion

2015: Strengthening a history of First’s

• Launch of ‘Hemayah’ – Window    Family Takaful Operations

• Launch of Mobile app for clients &    sales agents

• Initiated ‘Choti Rakam Bara    Kamal’ – Rural Awareness Drive

• NAV of all funds under                                management cross Rs.81.5 bl.

2016: Inaugurated EFU LIFE Head office

• IFS rating upgraded to AA+ by JCR-    VIS rating

• Strongest Asset Base of Rs. 106.30    Billion

• EFU Life launches “Meri Shaan,    Mera Pakistan” – Beautification                              through Wall Art

2017: EFU Life Net Asset Value of all Unit Linked funds crosses Rs.100 Billion

• EFU Life becomes member of    MEFIN

2018: EFU Life spearheading the Digital innovations

• Launch of ‘BuyNow’ to get instant    access to life insurance products    online.
• Wins ‘Best Digital Innovation 2018’

2019: Innovations driving Customer Experience:

• Pakistan’s 1st Insurance Chatbot on    Facebook
• 1st IBM RPA enabled insurance    company in Pakistan
                          • ‘Dragons of Asia’ award for digital                              web series
                          • 1st Life Insurer in the world to                              launch ‘BLISS’

2020: Setting New Benchmarks

• New Corporate Identity
• ‘MAA Globes’ award for digital web    series
• Launch of PRIMUS Loyalty Program