Client Charter


At Hong Leong Assurance Berhad (HLA), we aim to consistently meet our customers' financial and protection needs. We listen, plan and provide solutions throughout every phase of their lives with transparency, integrity, ethics, professionalism and timeliness. We are committed to deliver the best of service to our valued customers.

Description Offer an active engagement model wherein a customer is aware of:
  • Multi-channel options & accessibility for purchase and enquiry.
  • Where and how to provide feedback, suggestions and to complain.
Service Level Target
  1. Multi-channels and appropriate channels are being used for purchase and enquiry.
  2. Online channels are being used for purchase and enquiry.
  3. Feedback, suggestions and complaints are received via channels provided.
1. We will make insurance products easily accessible via various channels, physically and virtually, to obtain information, purchase or make enquiries.
2. We will actively seek feedback, suggestions or complaints on how HLA can serve customers better.
3. For easy reach, we have established several channels:
4. We conduct periodic customer satisfaction feedback/surveys to ensure that customers’ needs are fulfilled.
Description To understand a customer profile adequately which enables HLA to:
  • Know and anticipate the customer’s needs and preferences.
  • Ask for requisite information and documents to best advice the customer.
  • Offer suitable products and services.
Expected Outcome BUILD TRUST
Service Level Target
  1. 90% of customers are served with suitable products and services which fit their needs and wants.
  2. Minimal complaints (ratio of 5% of total complaints) from customers in which the nature of complaint relates to lack of understanding of the product that was offered and/or not having the suitable products and services.
1. We will strive to help customers find the right product to suit their needs.
2. Knowledgeable and ethical staff and agents are available to serve customers.
3. Training
  • Ensure our employees and intermediaries are properly trained on products and services offered.
  • Training provided any time a new product is launched and regularly as refresher courses on existing products.
4. Understanding Customers’ Needs, in order to understand customers’ profile adequately, HLA including our intermediaries shall:
  • Listen attentively to the 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.
5. 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.
6. Note: Handling of customer information is governed by Bank Negara Malaysia’s Policy Document on Management of Customer Information and Permitted Disclosures and HLA shall operate accordingly.
Description Deliver a seamless service wherein customers are aware of:
  • HLA’ responsibilities towards customers.
  • Expected service standard and time taken to deliver these services, i.e. time taken to answer enquiries / resolve complaints.
  • Where and how to obtain information required i.e. product features and costs.
Service Level Target
  1. 80% of customers are being served within the expected service level and timelines.
  2. 100% of customers are issued with policy documents in a timely manner.
  3. Declining complaints ratio.
1. We set clear responsibilities towards customers and uphold it
2. We set clear expectation on time taken for various services.
  • Customers shall be informed of each step and documentation required to alter, renew, surrender or cancel a policy, e.g. when there are changes to the policy, 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 insurance company of any changes in the risk before renewal.
  • The standard operating procedures on dealings with customers are clearly complied with.
3. We will ensure efficient policy servicing and providing relevant documentation in a timely manner.
  • Policy Account Turnaround Time (from receipt of full documentation, information and payment of premium):
    • Policy Issuance (upon acceptance in the policy system)
    1. New and Existing Customer:
      • Standard cases – within 5 working days
      • Additional information required / pre-existing medical condition / complex cases – within 10 working days

  • Change of policy account details (endorsement):
    1. Policy Changes (Non-financial): within 3 working days
    2. Policy Changes (Financial):
      • Standard cases – within 5 working days
      • Non-Standard cases – within 10 working days

    • Reinstatement: within 10 working days (with payment & complete documentation)
  • Renewal notice issuance:
    • For policy with guaranteed renewal, premium due notice will be issued not less than 30 calendar days before the next premium due date.
    • Notification of Revised Premium to renewable basic term policy / term rider will be issued not less than 30 calendar days before the expiry of existing policy / rider.
  • Cancellation / surrendering of policy: 10 working days upon receipt of full documents and include processing of refund premium.
  • Issuance of medical / hospitalization card for individuals - Within same business day of policy issuance.
  • Note: The timelines above do not take into account onboarding process – HLA has own onboarding process / introduction to its products and services.
4. 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 branches / brochures / call centers / social media / website:
  • 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.
  • Fees, charges (other than premiums), and interest (if any) as well as obligations in the use of a product or service.
  • Anti-fraud Statement
    • Hong Leong Assurance is committed to fraud control, proactively putting measures to reduce possibility of fraud. We have zero tolerance to any fraud element wherever it may be found in any area. Thus, when a fraud is detected, suspected or alleged, we are committed to investigate the matter. We will work closely with the relevant authorities to ensure justice is served and implement recovery measures to minimize losses.
  • Privacy Protection Of Data Given
    • We are also committed at all times to ensure that our customer’s information i.e. personal information and details of the policies are well protected. All employees are aware of the privacy policy and have been educated to handle customer's information align with privacy and information confidentiality principles.
    • If the Policy Owner is not satisfied with this Policy for whatever reasons, the Policy Owner may return it to the Company directly by hand, by registered post or electronically within fifteen (15) days from the date of delivery of the policy.
5. We will follow through and provide the requisite answers / updates to customers’ queries & complaints promptly:
  • Phone
    • Where no follow up is required – Immediate such as first call resolution.
    • Where follow up is required – Within 3 working days from the date of the first call.
  • Written (Email, fax, written letter & social media)
    • For Email / Social media:
    1. Provide acknowledgement response within 1 calendar day.
    2. Acknowledgement to include expected timeline and any other relevant information.
    3. Non-complex enquiry - respond within 3 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.
  • Counter / Branches
    • Customer Waiting Time: Within 10 minutes.
    • Where no follow up is required, HLA will endeavour to provide first touch point resolution immediately.
    • Where follow-up is required – within 5 working days from the date of the first visit.
  • In cases of complex enquiries or complaints where longer time may be required, clear communication will be carried out to customers. We also have a Complaints Handling Procedure, which guide customers in lodging a complaint. This guide can be obtained from our corporate website here i.e. Complaint Handling Procedure
6. We will ensure consistent and thorough complaints handling.
  • In order to resolve your complaint timely, it is important to provide us as much information as possible. When you contact us, please provide as much of the following information as you can:
    • Policy information such as full name or policy number.
    • Contact details such as mobile number or any other preferred method of contact. Please let us know if you wish to be called only during certain hours.
    • Complaint information such as description of the complaint, relevant date(s) of the incident and name(s) of those involved.
    • Relevant documents or supporting evidence (if any).
  • Customers shall be informed of the various options for submitting a complaint through available channels.
  • A verification process has to be performed on the policyholders.
  • We will communicate clearly on the issue and gather adequate information for an informed resolution.
  • We shall address the issue in an equitable, objective and timely manner by informing the complainants on HLA’s decision no later than 14 calendar days from the date of the receipt of the complaints.
  • If the case is complicated or requires further investigation, HLA shall inform the complainant accordingly and update progress every 14 calendar days. If not resolved, to update within another 14 calendar days. Thereafter, after every 30 calendar days.
  • We shall keep the complainants updated if unable to address issues within the stipulated timeframe.
  • Once we have received all the information, we will be able to do a thorough investigation on the complaint and work towards a resolution.
  • If you are not satisfied with the outcome of the complaint resolution, you may present your case to the Ombudsman for Financial Services (OFS) or Bank Negara Malaysia (BNM). For further information on the types of complaint handled by OFS, you may log on to
    • 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: 03-2272 2811
      Fax: 03-2272 1577

  • If your complaint does not fall within the scope of OFS, you may refer to Bank Negara Malaysia at
    • Laman Informasi Nasihat dan Khidmat (LINK)
      Tingkat Bawah, Blok C
      Bank Negara Malaysia
      Peti Surat 10922
      50929 Kuala Lumpur
      Tel: 1300-88-5465 or 03-2174 1717

  • Note: Complaints handling and timelines is governed by Bank Negara Malaysia (BNM)’s Guidelines on Complaints Handling.
Description Deliver a seamless claims processing and settlement experience wherein customers are aware of:
  • Procedures, documentation and steps including various options (if any) for first notification of loss in an event of a claim.
  • Expected service standard for claims processing and specific time taken for each step within the claims processing stages.
  • Various redress mechanisms for unsatisfactory claims payment.
Service Level Target
  1. 75% of the customers are satisfied with the claims decisions and processes.
  2. Declining complaints ratio over the years from customers on claims settlement and processes.
  3. 100% of legitimate claims are paid accordingly.
1. We will set clear timeline for claims settlement process and strive to settle claims within these prescribed timeline and in a transparent manner.
  • Customers shall be informed on the acknowledgment of their claim within 7 working days from receipt of claims notification.
  • All claims notifications through agents must reach the HLA within 3 working days, except for crime related claims which should be notified within 24 hours from time of loss.
  • If documentation / information is incomplete, customers shall be informed within 14 working days from acknowledgement of the claim by the Claims Department.
  • Customers will be updated on the progress / decision every 14 working days.
  • 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 HLA will strive to update every 20 working days on the progress.
  • It is our endeavour to settle justified claims efficiently through standardized claims procedure. For straight through claims, our service turnaround time is within 14 working days upon submission of complete requirement of the claim. For claims that required further investigation, longer time may be required and the claimant will be notified accordingly.
  • If you are not satisfied with our claim decision, you may submit your appeal in writing to our Customer Care Department for review.

  • Customer Care Department
      Hong Leong Assurance Berhad
      Level 3, Tower B, PJ City Development
      No. 15A, Jalan 219, Seksyen 51A
      46100 Petaling Jaya, Selangor
      Fax: 03-7650 1299
2. We will inform customer of the next level of escalation if the claims settlement / rejection is not to his/her satisfaction i.e. if the appeal is declined and you are not satisfied with the decision, you may write to Ombudsman for Financial Services (Formerly known as Financial Mediation Bureau) within 6 months from the date of our claims decision.