Customer Charter


For more than 70 years, AIA has helped generations of families in Malaysia to plan, protect and prepare for life. Our experience has allowed us to help millions of people achieve their dreams, and to be there for them in challenging times.

In a constantly changing world, people need a partner who understands and supports them through life’s challenges and opportunities, and it is our commitment to help our customers and their families live Healthier, Longer, Better Lives with the right solutions from our wide range of conventional and *Islamic products and services under AIA Bhd., AIA PUBLIC Takaful Bhd. and AIA General Berhad.

We are committed to serving the needs of all our customers under one roof, guided by our Charter that is outlined based on the fours pillars of service standards and our commitment of Treating Customers Fairly. If we have not met your expectations in any way, please let us know as we genuinely want to resolve any issue that you may have with our products or services. If we have done well, we would like to hear from you too. To contact us, please click here.

Four Pillars of Our Service Standards

A. Our insurance and takaful products are easily accessible to customers via various channels, physically and virtually for obtaining information, making purchases or enquiries

  1. We offer an active engagement model where you will be made aware of:
    • Multi-channel options and accessibility for making purchases and enquiries.
    • Where and how to provide feedback, suggestions and complaint.    
  2. We keep you informed of the physical and engagement channels available to you to purchase products or make enquiries. Specifically, we give you easy access to the following:
    • An insurance / takaful agent locator.
    • A list of customer engagement channels, i.e. corporate website, self-service customer web portal and call centre.
  3. We will inform you of the channel availability which may vary from time to time.

B. We actively seek feedback, suggestions or complaints on how we can serve you better

We provide you with various channels to provide your feedback and suggestions. For more questions, please contact us. We conduct customer satisfaction feedback/surveys periodically to ensure that your needs and expectations are met.

A. We strive to help you find the right product that suits your needs

  1. We ensure that knowledgeable and ethical staff and agents are available to serve you.
  2. Training
    • We ensure that our employees and intermediaries are properly trained on products and services offered.
    • Trainings are provided any time a new product is launched. We also run refresher courses on existing products regularly.
  3. In order to understand your profile and needs adequately, we:-
    • Listen to you attentively.
    • Acknowledge and properly understand your needs and preferences.
    • Ask for requisite information and documents to advise you 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 your needs and wants.
  4. Any options provided to you shall be explained and on an “opt-in-basis”, e.g. riders, sharing/using your information for marketing and research purposes.

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

A. We set clear responsibilities to you as our customer, and uphold it

  1. A clear and concise objective of the Charter.
  2. Mission.
  3. Values that we provide to you, such as fairness, transparency, integrity, ethics, professionalism, timeliness.
  4. Efficient/effective communication channels.

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

To allow our customers to have a clear expectation on time taken for various services:-

  1. Delivery of Services:-

Information on turnaround time on delivery of services is made available in the Customer Charter through various channels (head office / branches / call center / website / email.

  2. Standards to be adopted:-

Serve Walk-in Customer Promptly:

Customer Waiting Time: Within 10 minutes.

C. We ensure efficient policy/certificate servicing and provide relevant documentation in a timely manner 

  1. We will inform you of each step and documentation required to alter, renew, surrender or cancel a policy/certificate, e.g. what happens when there are changes to the policy/certificate, notice on renewal, etc. as well as the consequences arising from any of these actions.
  2. We will remind you to inform us of any changes in the risk before renewal, via the renewal notice we issue to you.
  3. We comply with the standard operating procedure that has been set in all our dealings with you.
Target Service Levels Life and Health including Takaful General insurance
Issuance of Policy/Certificate for New and Existing Customer
  • Within 5 working days
  • Within 10 working days (where additional information is required and/or involves pre-existing medical condition)


  • Immediately for e-policies
  • Within 5 working days for manual applications (new vehicles must be registered with JPJ)
    Non Motor

Non Motor

  • Within 10 working days (applicable for individuals only, not group)
Non-financial related Changes to Policy/Certificate
  • Within 3 working days
  • Motor: Within 3 working days
  • Non-Motor: Within 5 working days
Financial-related Changes to Policy/Certificate
  • Within 5 working days
  • Within 10 working days (where additional information is required and/or involves pre-existing medical condition)
  • Motor: Within 3 working days
  • Non-Motor: Within 5 working days
Reinstatement of Policy/Certificate
  • Within 10 working days
  • Motor: Within 3 working days
  • Non-Motor: Within 5 working days
Issuance of Renewal Notice for Policy/Certificate with Guaranteed Renewal
  • At least 30 calendar days before the next premium/contribution due date
  • N/A
Issuance of Renewal Notice for Policy/Certificate/Term Rider Eligible for Renewal
  • At least 30 calendar days before the expiry of the existing policy/certificate/term rider
  • At least 30 calendar days before the expiry of the existing policy/certificate/term rider
Cancellation/Surrender of Policy/Certificate with Refund of Premium/Contribution
  • Within 10 working days
  • Motor: Within 3 working days
  • Non-Motor: Within 5 working days
Issuance of Medical/Hospitalisation Card for Individual Policyholders
  • Within the same business day of Policy/Certificate Issuance
  • N/A

Note: The timelines above do not take into account the onboarding process/introduction that we have for our products and services, and are subject to circumstances where the policy/certificate is accepted/approved by us and/or full payment of premium/contribution is made and/or complete documents are submitted.

D. We are open and transparent in our dealings

You will have easy access to the following information which is made available through various channels of communication such as branches / brochures / call center / website:

  1. Product related details, i.e. product features, product disclosure sheets, terms and conditions, key facts and exclusions will be shared at the point of sale.
  2. Fees, charges (other than premiums), and interest (if any) as well as obligations in the use of a product or service
  3. Free Look Period
    • The free look period starts from the date you receive your new policy/certificate document.
    • If you decide to cancel your policy/certificate, you have 15 days from the date you first received the policy/certificate document to do so. Please write to the company to confirm your intention to cancel the policy/certificate.
  4. Terminating Your Policy/Certificate to Purchase A New Policy/Certificate
    • You tend to lose out when you lapse or surrender an existing policy/certificate, even if it is to replace it with another (by the same or a different insurer) because of the following reasons:
    • The new policy/certificate usually comes with a higher premium/contribution because it is based on your current age.
    • You may need to pay an extra premium/contribution or may even be denied coverage if there are changes to your health profile.
    • In most medical and critical illness policies/certificates, the waiting period (the duration when no claim is payable) resumes from the policy/certificate issue date or reinstatement date, whichever is later.
    • Instead of replacing your policy/certificate, we advise you to review your coverage so that it meets your financial and protection needs. Exercise your right to keep your financial objectives on track and be wary of undue influence from any party to terminate your existing policy/certificate.
  5. Premium/Contribution Payment
    • For your convenience, we recommend that you sign up for electronic payment facilities that are currently available.
  6. Your Personal Information
    • We are committed to upholding the security and confidentiality of your personal information provided to us.
    • Your personal information will only be used by AIA Bhd. and AIA PUBLIC Takaful Bhd.’s authorised personnel in the course of processing and administering your insurance policy.
    • Your data will never be shared with another party that is not authorised by AIA Bhd. and AIA PUBLIC Takaful Bhd. to process or administer your policy.
  7. Comprehensiveness and Transparency in Product Information
    • We are also committed at all times to ensuring that all information and disclosure of our products and services are fair, accurate and comprehensive. As such, we shall not engage in deceptive, misleading or false representations with regards to our products and services.
  8. Anti-Fraud Statement
  9. AIA Bhd. and AIA PUBLIC Takaful Bhd. are committed to fraud control with an emphasis on proactive prevention, putting in place detection measures in our effort to reduce possibilities which could lead to fraud. Our approach to fraud control centers on maintaining a legal and ethical climate which encourages all stakeholders to protect the Company’s assets and raise any suspicion of fraud. We believe in zero tolerance to fraud. Thus, when a fraud is detected, suspected or alleged, we are committed to undertaking a detailed investigation on the matter. We will work closely with the relevant authorities to ensure that justice is served and will implement measures to recover as well as to minimise losses.

E. We follow through and provide answers / updates to your queries and complaints promptly

  1. Phone
    • Where no follow-up is required, we will attempt to resolve the matter during the first call.
    • Where follow-up is required, we will do so within 3 working days from the date of the first call.
  2. Email or Post
    • We will acknowledge receipt of your email within 1 working day and respond within 3 working days. If more time is required to resolve your enquiry, we will advise you on the expected timeline.
    • We will respond to your letter within 3 working days from the date of receipt. If more time is required to resolve your enquiry, we will advise you on the expected timeline.
  3. Counter/Branches
    • Where no follow-up is required, we will attempt to provide first contact resolution immediately.
    • Where follow-up is required, we will do so within 5 working days from the date of the first visit.

Note: Where an enquiry is complex, we will provide a reasonable timeframe and keep you updated.

F. We ensure consistent and thorough handling of complaints

  • You shall be informed of the various options for submitting a complaint through available channels. 
  • We will conduct a verification process when we communicate with you.
  • We will communicate clearly on the issue and gather adequate information so that an informed resolution can be made.
  • We will address the issue in an equitable, objective and timely manner by informing you of our decision no later than 14 calendar days from the date of the receipt of the complaint.
  • If the case is complicated or requires further investigation, we will inform you accordingly and provide updates every 14 calendar days. If it is not resolved, we will provide updates within another 14 calendar days. Thereafter, after every 30 calendar days.
  • We will keep you updated if we are unable to address issues within the stipulated timeframe.

For more questions, please contact us.

If you feel that your dispute has not been resolved fairly, you have the option of referring the matter to the Ombudsman of Financial Services (OFS), subject to the scope of OFS, or to Bank Negara Malaysia (BNM), within 6 months of receiving our decision.

Note:  Complaints handling and timelines is governed by Bank Negara Malaysia (BNM)’s Guidelines on Complaints Handling and insurers/takaful operator shall operate accordingly. 

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

  1. We will inform you of the estimated time taken for claims settlement process and the expected service standard through various channels (i.e. branches / call center / website / email).
  2. We will inform you of the acknowledgment of your claim within 7 working days from the receipt of claims submission.
  3. We will ensure that our agents forward all claims submitted through them to us within 3 working days, except for crime related claims which should be notified within 24 hours from the time of loss.
  4. If documentation/information is incomplete, we will inform you within 14 working days from the acknowledgement of the claims.
  5. We will advise you on the key claims procedures including the appointment of adjuster, claims assessment etc, and also the assigned timelines.
  6. We will update you on the progress of the claim every 14 working days.
  7. We will inform you of the decision once it is finalised.
    In the event of a catastrophe / disaster we may receive a large number of claims, as such, meeting the timelines stipulated may not be possible. We will aim to provide updates every 20 working days.

B. We provide information to you on the next level of escalation if the claims settlement or rejection is not to your satisfaction

  1. We will provide you with available channels for you to appeal on a decision or for you to raise disputes (i.e. branches / call center / website / email).
  2. If any claim is not approved or the amount is not the same as what you have claimed, we will advise you to refer to the procedure for making an appeal through the Financial Ombudsman Scheme in cases that are within their purview. For more information, please check from this link.

(Note: for the policy/certificate owners who made a claim/report involving claims settlement/rejection which is not to his/her satisfaction).

Our Commitment of Treating Customers Fairly

The Chairman, the Board and senior management is 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 by applying the following principles:

Frequently Asked Questions

The Customer Charter outlines our service standards to efficiently serve the needs of our customers for AIA Bhd., AIA PUBLIC Takaful Bhd. and AIA General Berhad, all under one roof.

We are committed to delivering timely, transparent and efficient service for our customers. The expected turnaround time for various requests are described under Pillar 3 of our Customer Charter. 

We provide various channels for customers to reach out to us regarding our life/general insurance or Takaful products and services, through phone, email/post or our branches. For more details, please click on Contact Us.