Etiqa’s Brand Story

At Etiqa, we believe in our brand promise of humanising insurance. We aspire to offer products and services that are simpler and more personal, yet relevant to what our customers need today. We keep our customers’ best interests at heart by placing people over policies in everything we do. We make a difference by doing it the Etiqa Way.

The Etiqa Brand

The name is unique, personified by our core brand idea of “Humanising Insurance”. The logo is dynamic, daring and distinctive. Yet, it holds strong to basic family values with the face reflected and the “TQ” representing our appreciation to you. Its youthful enthusiasm is apparent in the mix of upper and lower case letters which also reflects the approachability and accessibility of our organisation to our customers. The yellow and black signifies the link to our parent company, Maybank, and exemplifies our solid financial standing.

The Etiqa Experience

It is our aim to make insurance as easy, clear and honest as possible for our customers. In everything we do, we are driven passionately by our 4 attributes. The result is an Etiqa experience that’s all about you.

Performance with Conscience

We are ambitious about our future. To achieve this, we will innovate in a slow-moving industry. However, we still respect the rules and believe that caring for people is very important to achieving our goal.

Hand – in – Hand

Strong partnerships are important to the success of our business. We form partnerships with agents, companies, families and individuals based on solutions. We aim to be fully accessible so our partners will associate us with total convenience.

Crystal Clear

We have the confidence to say what we mean. Small print is how the competition does business, but not us. We have the systems, people and products to back our claims. Most importantly, we are ready to be creative and innovative.

Rock Solid

Success in takaful, bancassurance and conventional did not come overnight. We’ve earned it. We will help the whole industry progress, because we will share in that progress. We are proud of our rich history, but we also recognize that Etiqa’s future will be written by us.