Ambareen Musa, Founder & CEO of, expressed her views on today’s highly informed customer, at the 12th edition of the World Takaful Conference:

“Price is not the only criteria that people take into account. It might originally be a key factor that they look at, but once they start looking at other things, we realize that the process is much more detailed. At, the average premium that we normally sell at is 3000 Dirhams for one policy which is much higher than the market average. We’ve come to understand that other factors like agency repair, personal accidents, branding, also play a key role in shaping customer decisions.”

For full article go to CPI Financial.