Unleashing yet another ground-breaking initiative, Softlogic Life the fastest growing life insurer in Sri Lanka, recently commemorated World Children’s Day with their “Heta Rata Daru Nalawili” campaign, in an effort to inspire and positively contribute to Sri Lanka’s future generations.

Centred on the strength of the mother-child bond, the initial phase of this campaign took place during International Mother’s Day earlier this year. It is widely understood that lullabies are one of the first forms of communication between a mother and her child especially during a child’s early development stages. Recognizing the power that these lullabies hold, Softlogic Life invited the whole of Sri Lanka to submit their own creative lullabies, written in a manner to better suit the children of the modern age.

The response was encouraging, with nearly 300 submissions received from mothers, fathers, poets, writers and profiles of varying nature who had a love for the written word. And then on World Children’s Day, the “Heta Ratata Daru Nalawili campaign came to full circle, out of which 10 were shortlisted and produced as original lullabies, and for the 1^st time in Sri Lanka a brand enlisted a playlist of lullabies to Spotify for the general public to access.

With a keen, long-term focus on inspiring future generations, this initiative falls in line with this year’s theme for Children which is to create ‘A Better Future for Every Child’, helping parents filter out all negativity and pass on good values to our children. By leveraging on the power of lullabies, the hope is that future generation of Sri Lankans will be instilled with the right values, mindset and the resilience to keep progressing and reaching for the stars and inadvertently - creating a better and brighter Sri Lanka.

Commenting on the innovative campaign, Softlogic Life Chief Marketing Officer, Kavi Rajapaksha stated, “We are a brand that’s truly committed towards driving a great quality of life among all Sri Lankans, and with Sri Lanka facing one of its most challenging periods, we felt that there was no better time than now to infuse positivity to the nation. We would like to thank everyone who partook in this campaign and helped with crafting of these beautiful and time relevant lullabies”

She further went onto to state “I must also touch upon the science behind the creation of the lullaby tracks that we chose to incorporate during production. So according to research things like Alpha Music can calm the senses, help with sleep and adjust thought waves to access the creative universe of the mind. Delta wave music is also another element that helps your infant feel as though they are still inside the womb and simulating this environment can help babies sleep better leading to good brain development.  Since a parent uses lullabies to put their child to sleep and keep them calm, we wanted to make sure these lullabies would do the job right and was created in a manner that was benefitting to parents.

Image Caption: Kavi Rajapaksha, SVP/Chief Marketing Officer, Softlogic Life Insurance PLC.

Two major awards at South Asian Business Excellence Awards recognizes Sri Lanka’s innovative life insurer as an industry trailblazer

Sri Lanka’s second largest life insurer Softlogic Life was recently honored as South Asia’s best private-sector insurance company at the coveted South Asian Business Excellence Awards 2022. The awards ceremony, held in Dhaka on 22 September, bestowed Sri Lanka’s number one health insurance company with two accolades−‘Best Insurance Company (Private Sector)’ and ‘Best Use of IT & Technology’−for embracing creativity and disruptive innovation amidst ongoing macroeconomic challenges to sustain business growth, elevate industry standards and improve the quality of life of Sri Lankans.

Celebrating the best of South Asia, South Asian Business Excellence Awards 2022 honored organizations of all types and sizes, and the people behind their success, from private to public, for profit to nonprofit. The awards acknowledge and reward the exceptional work and the results gained by the trailblazers of the corporate domain, in the face of an ever-increasing competitive market. Beating some of the biggest brands in the region, Softlogic Life was conferred with the prestigious −‘Best Insurance Company (Private Sector)’ award under the Insurance category for proving its mettle through adaptation, innovation, and perspiration in challenging times.

Commenting on the remarkable achievement, Iftikar Ahamed, Managing Director of Softlogic Life Insurance PLC, commented, “We are extremely honored to be recognized with two key achievements at the South Asian Business Excellence Awards 2022, including the Best Insurance Company award. Over the years, our innovations and service levels have set new benchmarks in the industry, helping us to defy all odds amidst a tough economic business landscape to climb through the ranks to become Sri Lanka’s 2^nd largest life insurance. These global awards reflect how well we have understood consumer’s needs and strived to improve the quality of life of our policyholders through innovative and digitalized life insurance solutions. I congratulate everyone at Softlogic Life for this exceptional achievement.”

Additionally, the ‘Best Use of IT & Technology’ award is a further testament to Softlogic Life’s continuous focus to introduce many industry-first and world-first innovations for its policyholders. State-of-the art solutions such as one-day automated claims settlement, 1-minute hospitalization claim settlement, a 100% digitalized sales platform, automatic policy issuance, and mobile-based micro products which have paved a path for the company to deliver superior customer service while enhancing its competitive position. Furthermore, these innovations have enabled Softlogic Life to protect over 1.5 million Sri Lankan lives whilst making a significant contribution towards growing the country’s insurance penetration.

During the six months ending 30^th June 2022, Softlogic Life has posted a Gross Written Premium (GWP) of Rs. 11.4 Bn with an increase in top-line growth of 24% vs. an overall industry growth of 18.7% compared to last year. The market-share of 17.1% recorded as at 30^th June 2022 now ranks Softlogic Life as the second largest in the life insurance market, overtaking industry heavyweights who have been prevalent for many decades in comparison. The company has also been instrumental in delivering its promise to all of its customers by recording the highest COVID claim settlement of over Rs 1.4 billion Covid-19 claims being paid by June 2022.

 Iftikar Ahamed, Managing Director of Softlogic Life Insurance PLC

Sajeewa Pushpitha, Regional Portfolio Manager at Sri Lanka’s fastest growing life insurance company Softlogic Life, has been nominated for the highly coveted ‘Insurance Agent of the Year’ Award at the 7^th Asia Trusted Life Agents and Advisers Awards, for the second consecutive year. This nomination lands Sajeewa among an elite list of 5 finalists, carefully handpicked from 12 markets and 33 different companies across Asia for their exemplary performance and contribution to the life insurance industry.

Asia Trusted Life Agents and Advisers Awards is the region’s most prestigious Awards platform recognising the best in financial advisory through an independently-audited judging process. The program is organised by Asia Insurance Review and Asia Advisors Network with LIMRA as a co-organiser, and strong industry support from leading insurance associations and organisations. This year’s panel of 26 judges consists of a respected collective of CEOs, senior executives, industry leaders and experts. The awards are highly sought-after achievements, and have established top credentials in the extremely competitive Asian insurance sphere. The award ceremony is scheduled to take place virtually on 26^th July 2022.

“Sajeewa’s recognition at this prestigious platform is a clear reflection of the exceptional work culture fostered within Softlogic Life. It also undoubtedly reflects the deep commitment and dedication that Sajeewa himself has invested over the years, to go above and beyond for his customers, even during these uniquely challenging years. This proves that while it is extremely vital to compensate for and recognize the achievements of our team, it is as important to invest in their professional development and holistic wellbeing. We are hoping that Sajeewa will bring Softlogic Life and Sri Lanka further glory by collecting the Insurance Agent of the Year Award in July,” said Softlogic Life Managing Director Iftikar Ahamed.

Adding further, Softlogic Life Deputy Chief Executive Officer Indu Attygala said, “I would like to congratulate Sajeewa on marking this extraordinary milestone. It is the result of his record of consistent service and commitment to his customers and his dedication to the highest standards of professionalism. This remarkable achievement speaks volumes to the growth-driven culture at Softlogic Life, one that is carefully crafted to ensure the holistic wellbeing and growth of each and every team member. This is why our advisors always go beyond the call of duty to guarantee exceptional customer experiences.”

Having worked tirelessly with immense dedication and passion to excel in his craft for over 19 years, Sajeewa is the only Sri Lankan to be nominated for the “Insurance Agent of The Year” category, the principal award of the ceremony. Sajeewa is an active MDRT member and is the only finalist in the history of the award to have obtained the TOT (Top of The Table) MDRT qualification for five years straight, while he also has three MDRT COT awards and MDRT Life membership with eight IQA platinum awards under his belt. His repertoire further includes multiple top recognitions at Softlogic Life’s annual awards gala, as well as the honor of receiving the International Quality Award from LIMRA for eight consecutive years.

Softlogic Life’s strong company culture is founded upon an ethos of innovation, equal opportunity, performance-driven mindset and most importantly customer focus, as well as the belief that people are a company’s greatest asset and is central to long-term business success. Softlogic Life constantly endeavours to attract, develop and retain the best talent in the industry, through stringent policies and guidelines for talent management, recruitment, selection, remuneration, training and skills development.

Photo Caption

Image 1: Softlogic Life Regional Portfolio Manager, Sajeewa Pushpitha

Image 2: Softlogic Life Managing Director, Iftikar Ahamed

Image 3: Softlogic Life Deputy Chief Executive Officer, Indu Attygala