Motor insurance premium rebate blindsides agents

COMMENT by Habhajan Singh
The central bank should have done better when managing the policy directive on rebates for direct purchases from insurance companies.
The directive is wonderful: It is pro-people and puts money into their pockets should they buy their policies directly from the insurer. It also fits perfectly with Bank Negara Malaysia's (BNM) liberalisation plans for the financial industry.
However, the move jolted some 40,000 insurance agents. They claim that they first knew of the directive when they read it in the newspapers. Little wonder then, that they had a hard time digesting the news that the central bank would now allow individuals to pocket up to 10% of the premium value the next time they renewed their motor insurance directly with the insurer.
At a press conference to announce the initiative last week, BNM deputy govenor Datuk Mohd Razif Abd Kadir used the weight of his office to announce the move, despite protests from various corners.
Effective July 1, individuals who purchase general insurance coverage directly from insurance companies will be eligible to receive premium rebates, with the quantum depending on the type of incover purchased, the central bank said in a statement.
For motor insurance, it stated that an individual would receive 5% of the premium within the first year of implementation and 10% thereafter. For others including businesses, insurance companies have the flexibility in providing these rebates. The direct purchase includes walk-in, through the internet, direct mailing and via the telemarketing channel. In relation to consumers, it is a laudable move.
Consumers will now be able to renew their insurance policies directly, if they choose not to engage an agent, thereby actually saving cost. For insurers', they can no longer book as revenue the commission should customers come to them directly.
But they have been in the loop all this while. Left out in the cold, it would seem here, are the agents.
When asked, BNM officials at the press conference confirmed that they have been talking to officials at the Persatuan Insurans Am Malaysia (Piam), but not directly with any particular outfit representing the interests of the agents.
Here's the beef. Piam represents these companies, and not the agents. True, the agents come under the companies. Therefore, it is possible to argue that when the central bank talks to these companies, the message should reach the agents. But that does not seem to have taken place in this instance. With notice in advance, agents could have planned to weather a potential drop in income.
Some may have been spurred to add value in their offerings to customers. After all, not every customer is going drop their agent in light of the rebate. However if prior notice was offered, agents could have taken preemptive measures to keep their customers. One forward looking car seller cum insurance agent has, for example, been returning a portion of the commission earned to customers. This was to entice customers to stay with them.
With a little bit of warning, others may have come out with such simple but effective game plans.

(This story appeared in The Malaysian Reserve on June 24, 2009. The Malaysian Reserve is a daily business/finance newspaper published out of Kuala Lumpur, with a sectoral page on insurance & takaful called UNDERWRITER, appearing on alternate Wednesdays)