In today’s fast-evolving digital economy, the insurance sector is undergoing a fundamental transformation. Consumers demand convenience, accessibility, and speed—values that are driving innovation in even the most traditional industries. One company at the forefront of this shift is Al Ahlia Insurance, a market-leading insurer in the Sultanate of Oman.
With numerous accolades under its belt, including ‘Oman Insurer of the Year’ and the ‘AIWA Award for Best Performing Mid-Cap Company’, Al Ahlia is redefining the insurance experience through agility, smart digital adoption, and people-centric service models. At the helm of this transformation is Bader Al Lawati, Head of Digital and Marketing Communications.
In an insightful conversation, Bader shared his professional journey, thoughts on digital transformation, and how Al Ahlia is innovating the insurance experience for the modern consumer.
What Makes Al Ahlia Insurance Stand Out?
We began the conversation by asking Bader to describe what makes Al Ahlia Insurance a standout name in Oman’s insurance market.
“Al Ahlia is one of the leading insurance providers in the Sultanate. We focus on delivering best-in-class insurance solutions to our customers using innovation, technology, and a customer-centric approach. Our products include motor, property, casualty, marine, construction, SME solutions, and personal accident insurance.”
With 24 branches, 26+ exclusive agents, a dedicated call center, and an advanced online platform, the company combines convenience with comprehensive support. This hybrid model has been instrumental in its continued recognition as one of the region’s top insurers.
Bader’s Career Journey: From Creative Campaigns to Digital Transformation
Bader’s professional journey began with a spark of creativity and ambition:
“My career began in the UAE after I won a nationwide university competition judged by Audi Middle East. The competition involved researching the UAE vehicle market and developing an aspirational marketing campaign. Winning first place led to my first job with Audi.”
From there, Bader carved out a career in PR and event marketing before pivoting toward digital transformation, recognizing its growing importance.
“Industries evolve rapidly. If you don’t have the agility to learn new skills and make career shifts, you risk being stuck in a shrinking market. My shift toward digital was deliberate and driven by the desire to stay relevant.”
He emphasizes the value of a growth mindset and adaptability—an outlook that has propelled his success.
Switching Careers: The Pros and Cons
Career transitions aren’t without hurdles. When we asked Bader if switching careers was beneficial, he reflected candidly:
“It’s been advantageous in many ways. Having experience across media management and marketing allowed me to lead teams and campaigns from a 360-degree perspective. The challenge, however, was the initial lag between re-education and seeing the return on that investment.”
But this cross-disciplinary expertise proved invaluable, positioning him to approach marketing holistically—integrating strategy, creativity, and digital agility.
Agility & Smart Work: The Foundations of a Great Team
When asked about the traits of successful teams, Bader underscored the importance of agility.
“Agility is essential. A team must be able to pivot—whether that’s abandoning a strategy that’s not working or embracing new ideas quickly based on shifting market dynamics.”
This mindset served Al Ahlia well during the COVID-19 pandemic. The company swiftly adapted its model to offer paperless transactions, remote working setups, and a WhatsApp contact center—all of which allowed the business to thrive despite lockdowns.
“Our industry doesn’t sell a physical product—our people and their service are the product. Empowering them with ownership and autonomy keeps them motivated and committed.”
Embracing Technology & Digital Transformation in Insurance
The insurance industry, traditionally paper-heavy and slow to innovate, is now at a digital crossroads. Bader shared how Al Ahlia is leveraging digital transformation to stay ahead.
“Insurance is hard to market—you only need a policy once a year. Previously, marketing was expensive and inefficient. With digital targeting, we can now connect with the right customer at the right time, minimizing wastage.”
Beyond marketing, digital tools are transforming operational efficiency:
“We’ve embraced cloud computing and paperless processes. E-forms, digital scans, and automation reduce our environmental footprint and enhance customer convenience.”
Applying Innovation from Outside the Insurance World
Innovation isn’t just about new tech—it’s about adapting successful models from other industries. Bader and his team consistently look beyond the insurance world for inspiration.
“We ask: What are other industries doing that we can apply here? Sometimes it’s not about invention—it’s about adaptation.”
This curiosity has led to innovations that genuinely improve the customer experience—such as Al Ahlia’s bot-assisted WhatsApp services.
WhatsApp as a Game-Changer in Insurance
In one of its most impactful moves, Al Ahlia introduced WhatsApp for customer journeys. This innovation lets customers purchase or renew policies and file claims—all with minimal agent interaction.
“We receive around 80% of our claims via WhatsApp now. The system gathers necessary documentation through an automated journey, allowing agents to focus on upselling or resolving complex queries.”
The result? Faster processing times, reduced operational load, and happier customers.
Final Advice from Bader Al Lawati
To wrap up, we asked Bader if he had a message for aspiring professionals and innovators. His advice?
“Keep an open mind. Just because you don’t like an idea doesn’t mean your customers won’t. You might not be your target market.”
He also reminded us that failure isn’t always final:
“Sometimes an idea fails once but works brilliantly the next time. Timing and context are everything.”
Conclusion
In a world where industries are being disrupted overnight, Al Ahlia Insurance stands out as a leader that’s not only keeping up—but staying ahead. Through strategic agility, digital innovation, and a deeply human approach to leadership and customer service, Bader Al Lawati and his team are setting new standards in Oman’s insurance landscape.