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About PruBSN

Our Commitment

Our commitment to serve you better is our way to thank you for believing in us.

Client charter

We are committed to serve our customers with total satisfaction and a unique experience through the philosophy of total quality in our service culture.
We create and maintain customer focus
We communicate effectively with customers
We maintain the level of service that we have promised

Service standards

Our service standards are interpreted through the level of service excellence that we aim to deliver.

When we serve you, we will:

  • treat you with courtesy and respect

  • be fair, open, responsive and reasonable

  • give you clear, accurate and timely resolutions or help you to find clarity to your queries

  • maintain the highest level of transparency, integrity and professionalism.

To help us help you, we ask that you:

  • treat our staff with courtesy and respect

  • ensure your application is accompanied by all information and documents required at the time of application

  • provide us with all information that we request within the specified time frame

  • provide appropriate feedback on our services via formal feedback channels.

These will be measured through regular client surveys and by monitoring the feedback you provide.

Pillars of commitment

Pillar 1: Takaful Made Accessible


Service Level

We will make takaful products easily accessible via various channels, physically and virtually, to obtain information, participate or make enquiries.

We offer an active engagement model wherein customers are aware of:

  • Multi-channel options and accessibility for participating and enquiries.
  • Where and how to provide feedback, suggestions and complaints.

We reinforce that takaful is easily accessible via various channels, physically and virtually:

  • Customers are kept informed on the physical and engagement channels available for them to participate in takaful plan or to make enquiries.

  • Specifically, customers have access to the following:

Connect to an Agent

Corporate Website

Customer Portal

- List of Customer Engagement Channels including PruBSN Contact Centre, PruBSN Branches, and PruBSN Feedback Form

Note: Channel availability may vary from time to time, and customers will be informed accordingly.

We will actively seek feedback, suggestions or complaints on how we can serve customers better.

Customers are provided with available channels to provide feedback and suggestions via:

We will conduct periodic customer satisfaction feedback/surveys to ensure that customer’s needs are fulfilled.

Expected Outcome

Better Engagement and Improved Services

Pillar 2: Know Your Customer


Service Level

We will strive to help customers find the right product to suit their needs.

1. Knowledgeable and ethical employees and intermediaries are available to serve customers.

2. Training:

  • Ensure employees and intermediaries are properly trained on products and services offered.

  • Training must be provided any time a new product is launched and regularly as refresher courses on existing products.

3. Understanding Customers’ Needs

  • In order to understand our customers’ profile adequately, we including our intermediaries shall:-

- Listen attentively to customers.

-  Acknowledge and properly understand the customers’ needs and preferences.

- Ask for requisite information and documents to advise the customers accordingly and in accordance with the Industry’s Code of Practice on the Personal Data Protection Act 2010.

- Offer options of suitable products and services to meet the customers’ needs and wants.

4. Any options provided to customers shall be explained and on an “opt-in-basis”, e.g. riders, sharing/using customer information for marketing and research purposes.

Note: Handling of customer information is governed by Bank Negara Malaysia’s Certificate Document on Management of Customer Information and Permitted Disclosures and insurers shall operate accordingly.

Expected Outcome

Build Trust

Pillar 3: Timely, Transparent, and Efficient Service


Service Level

Service Level Target

80% of customers are being served within the expected service level and timelines.

 We will set clear responsibilities towards customers and uphold it.

A standard commitment on clear responsibilities to be a mandatory write up on all client charters should cover the following guiding principles:-

1. A clear and concise objective of the Charter

2. Values to be provided to the customer, e.g. fairness, transparency, integrity, ethics, professionalism, timeliness.

3. Efficient/effective communication channels.

 We will set clear expectation on time taken for various services.

1. Delivery of Services:

  • Information on turnaround time on delivery of services is made through various channels

- (Head office/branches/brochures/call centre/corporate website).

2. Standards to be adopted:

  • Serve Walk-in Customer promptly:

- Customer Waiting Time: Within 10 minutes

We will ensure efficient certificate servicing and providing relevant documentation in a timely manner

  • Customers shall be informed of each step and documentation required to alter, renew, surrender or cancel a certificate, e.g. what happens when there are changes to the certificate, notice on renewal, etc. as well as consequence arising from any of these actions.

  • Customers are to be reminded in the renewal notice to inform the takaful operator of any changes in the risk before renewal.

  • The standard operating procedure on dealings with customers must be clearly complied with.

 We will ensure efficient certificate servicing and provide relevant documentation in a timely manner Family Takaful

Family Takaful

  • Certificate Processing Turnaround Time (from receipt of full documentation, information and payment of contribution):-

- New Certificate Issuance (upon acceptance in the certificate system)

1. Standard cases – within 5 working days.

2. Additional information required / pre-existing medical condition / complex cases – within 10 working days

  • Change of Certificate Details (Endorsement):

- Certificate Changes (Non-financial): within 10 working days

- Certificate Changes (Financial):

1. Standard cases - within 5 working days

2. Non-Standard cases – within 10 working days

3. Revival: within 10 working days (with payment & complete documentation)

  • Renewal notice issuance:

Mode of Payment/ Contribution Due Notice

Reminder via SMS (20 calendar days after the contribution due date has passed)

Reminder via SMS & Letter (20 calendar days after the contribution due date has passed)

No reminder communication / Will not receive contribution notice but will receive SMS if payment deduction was unsuccessful)

Cash (Monthly payment frequency)




Cash (Quarterly, Half Yearly, Annually payment frequency)




Recurring credit/debit card and auto debit payment mode




Notification of Revised Contribution to renewable basic term certificate / team rider will be issued via physical letter not less than 30 calendar days before the expiry of existing certificate / rider.

  • Cancellation / Surrendering of certificate: 10 working days upon receipt of full documents (include processing of refund of contribution).
  • Issuance of medical / hospitalization card for individuals - Within same business day of certificate issuance.(exclude Group Takaful / Corporate customers.)

Note: The timelines above do not take into account on boarding process – Takaful Operator have their own on-boarding process/introduction to its products and services.

 We will be open and transparent in our dealings.

The following information shall be easily accessible and made available through the various channels of communication such as branch/brochures/call centre/corporate website:

  • Product related details (i.e. product features, product disclosure sheets, terms and conditions, key facts, exclusions) will be shared at the point of sale.

  • Fees, charges (i.e. any fees and charges other than the contribution) and interest (if any) as well as obligations in the use of a product or service (e.g. when contribution needs to be paid and explaining payment before cover warranty).

  • Anti-fraud statement and key points to remember, i.e. confidentiality of customer information, free look period of 15 days and our right to reject or accept applications.

  • All the above information shall be explained and stated using simple words and in an easy to understand manner.

 We will follow through and provide the requisite answers / updates to customers’ queries and complaints promptly.


  • Where no follow up is required – Immediate, such as first call resolution.

  • Where follow up is required – Within 3 working days from date of first call.

Written (email, fax, written letter and social media):

  • For Email/Social media:

    1. Provide acknowledgement response within 1 calendar day (if the email is addressed to

    2. Acknowledgement to include expected timeline and any other relevant information.

    3. Non-complex enquiry – respond within 3 days working days from date of receipt.

  • For Letter or Fax:

    1. Enquiries will be replied within 3 working days from the date of receipt on non-complex enquiries


  • Where no follow up is required, we will endeavour to provide first contact resolution.

  • Where follow up is required – within 3 working days from date of first visit.

Note: Where the enquiry is complex, we will provide a reasonable timeframe and keep customers updated accordingly.

We will ensure consistent and thorough complaints handling.

  • Customers shall be informed of the various options for submitting a complaint through available channels, depending on channel presence and whichever applicable i.e. provide complaints unit contact details (telephone number, email and address), website, etc.

  • A verification process has to be performed on the certificate holder.

  • Communicate clearly on the issue and gather adequate information for an informed resolution.

  • Address the issue in an equitable, objective and timely manner by informing the complainant on our decision no later than 14 calendar days from the date of the receipt of

  • If the case is complicated or requires further investigation, we shall inform the customer of this and send a progress update in 14 calendar days. If not resolved, update in another 14 calendar days; thereafter, every 30 calendar days.

  • Keep customers updated if unable to address issues within the stipulated timeframe.

  • Provide information on escalation to higher alternative avenues if the resolved complaint is not to the customer’s satisfaction. For further information, please refer to

Note: Complaints management and timeline is governed by the guidelines spelt out by Bank Negara Malaysia (BNM) and takaful operators will operate accordingly.

Expected Outcome

Customer Satisfaction

Pillar 4: Fair, Timely, and Transparent Claims Settlement Process


Service Level

We will set clear timeline for claims settlement process and strive to settle claims within these prescribed timeline and in a transparent manner.

To set clear timeline for claims settlement process and strive to settle claims within these prescribed timelines and in a transparent manner by adopting the following procedures:

  • To state key claims procedures and assign timelines to it, i.e. appointment of investigator, claims assessment, etc.

  • Customers shall be informed on the acknowledgment of their claim within 7 working days from receipt of claims submission.

  • Customers will be informed of the estimated time taken for claims settlement process and expected service standard. This information shall be made available through various channels (i.e. branches/brochures/ call centre/website).

  • If documentation/information is incomplete, customers shall be informed within 14 working days from acknowledgement of the claim by the Claims Department.

  • We will update you on the progress of the claim every 14 working days. If we need more time, customer will be advised on the expected date for claims progress update or decision. We will inform you once the decision is finalized.

  • In the event of a catastrophe / disaster, e.g. large number of claims may be received, as such meeting timelines stipulated may not be possible, the insurers will strive to update every 20 working days on the progress.

We will inform customer of the next level of escalation if the claims settlement / rejection is not to his/her satisfaction.

To keep the customer informed of the next level of escalation if the claims settlement /repudiation is not to his / her satisfaction.

  • Customers shall be provided with available channels to appeal on a decision / raise disputes (i.e. branches/brochures/call centre/website).

  • Any letter of rejection/repudiation of any element of a claim and dispute on quantum which is within the purview of the Financial Ombudsman Scheme must contain the following statement prominently:

    If you are not satisfied with our response or decision, and if your complaint involves a sum of up to RM250,000, you may lodge your dispute to the Ombudsman for Financial Services (OFS), within 6 months from the date of our final decision or after 60 calendar days from the date of your dispute was first referred to us of which no response has been received from us, at the following address:

Ombudsman for Financial Services

(Formerly known as Financial Mediation Bureau)

Level 14, Main Block, Menara Takaful Malaysia

No. 4 Jalan Sultan Sulaiman

50000 Kuala Lumpur

Tel: +603 2272 2811

Fax: 03-2272 1577




If your complaint does not fall within the purview of the OFS, you may refer your complaint to the Laman Informasi Nasihat dan Khidmat (LINK) of Bank Negara Malaysia (BNM) at the following address:

BNMTELELINK, Jabatan LINK & Pejabat Wilayah Bank Negara Malaysia,
P.O. Box 10922, 50929 Kuala Lumpur

Tel: 1-300-88-5465 (Overseas: +603 2174 1717)

Fax: 03-2174 1515


Expected Outcome

Provide Peace of Mind to Customer

Treat customers
fairly charter

 The Chairman, the board and senior management are committed to deliver good financial consumer outcomes to our customers. We believe in building long-term and mutually beneficial relationships with our customers. This Charter specifies our commitment to provide the highest standards of fairness in all our dealings with our customers.

To protect the interests and financial well-being of our customers:

We commit to embed fair dealing into our company’s corporate culture and core values

  • We will set minimum standards on fair business practices in all dealings with our customers. This includes providing products and services suitable to our customers’ financial conditions and preserving the privacy of our customers’ data;

  • We will train all staff attending to customers to provide quality advice and suggestions;

  • We will take customers’ feedback seriously and provide immediate constructive feedback to our staff.

We commit to ensure that customers are provided with fair terms

  • We will ensure that the terms in our contracts or agreements are fair, transparent, and well communicated to customers;

  • We will ensure that terms and conditions set out the respective rights, charges and duties in as plain language as possible;

  • We will ensure that the terms and conditions in contracts or agreements are not altered without prior notice.

We commit to ensure that customers are provided with clear, relevant and timely information on financial services and products

  • We will provide customers with relevant and timely information in a product disclosure sheet;

  • We will disclose key product features, fees and charges, risks and benefits in a clear and concise manner;

  • We will ensure critical terms are brought to customers’ attention and explained to the customers.

We commit to ensure that our staff, representatives and agents exercise due care, skill and diligence when dealing with customers

  • We will conduct promotions and marketing of our products and services honestly and will not make false claims;

  • We will avoid or clearly disclose actual or potential conflicts of interest;

  • We will ensure key performance indicators and processes relating to fair treatment of customers are consistently monitored.

Service guide

We maintain a high level of service among our agents and other intermediaries as part of our commitment to you.