UAE - Dar Al Takaful (DAT), one of the leading takaful providers in the UAE, has announced a change of the trade names of its commercial and personal lines of business.

The trade names change is effective today and will see Noor Takaful General PJSC (Motor and non-motor) and Noor Takaful Family PJSC (Life & Medical) becoming respectively Watania Takaful General and Watania Takaful Family.

The change follows the approvals received from the regulator CBUAE and the Dar Al Takaful, as the sole shareholder of both subsidiaries, Noor Takaful General PJSC (Motor and non-motor) and Noor Takaful Family PJSC (Life & Medical), during the Company’s Board of Directors meeting today.

Brand review

It is part of an extensive strategic brand architecture review that was undertaken post the merger between DAT and National Takaful Company (Watania) which completed on the July 1, 2022 to bring all business lines under the Watania Takaful moniker.

All business lines will share a common logo style reflecting the best features from both merged companies with a combination of Watania’s styled typography and Noor’s infinity symbol.

There will be no impact on existing policies or business agreements. The company is rolling out a targeted engagement campaign to ensure all stakeholders including policyholders and the distribution network as well as business partners and suppliers are appropriately informed.

Positive step

Dr Ali Saeed Bin Harmal Aldhaheri, Chairman of DAT, said: “The change approved by CBUAE and the board of directors today is another positive step in our strategic direction to reposition the Company operationally to benefit from the growth opportunities in our identified addressable market.

“It reflects the company’s accelerated evolution to become an innovative, customer centric and data-led organization while remaining true to our promise to protect and empower our customers so they can face uncertainties with confidence.

“By delivering our services with empathy, integrity and in a simple and responsive way and offering more efficient, cost effective and higher quality services, we are confident we will create value not only for our members but for all stakeholders which will support our expected recovery and return to profitability.”

Solutions driven

Gautam Datta, CEO of DAT, commented: “Today’s trade names change for two of our commercial and personal product lines represent a new step to deliver on our promise to help our customers by becoming more solutions driven. This is supported by the progress we have accomplished since the merger to establish a company driven by data analytics with a strong and scalable insuretech capability, a differentiated value based and human approach to dealing with customers right from the start, offering them innovative and cost-effective products that are simple to understand, can be easily managed through our digital platforms and enabling them to settle claims faster.”

The new names will be accompanied by a new branding look and feel across both lines of business, underpinning the motivating and empowering values of the combined group, and reflecting a simple and identifiable way of recognising the various retail and personal brands as we continue to explore strategic opportunities to grow the product mix and returns, he added.

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