The Association of Indonesian Insurance and Reinsurance Brokerage Companies (APPARINDO) is currently actively encouraging its members to transform their business models. This step is taken so that insurance brokers no longer focus solely on product sales activities, but rather orient themselves toward providing comprehensive consultative solutions for clients.
General Chairman of APPARINDO, Yulius Bhayangkara, speaking at a workshop with DPLK Manulife Indonesia in Jakarta, emphasized that shifting from 'transactional' to 'consultative' is key to future business sustainability. According to him, brokers must be able to generate value creation so that their relevance in the industry is maintained.
Yulius explained that the workflow of a professional broker ideally begins by mapping out the specific needs of the client first. Once the risk profile and needs are identified, only then does the broker design an appropriate protection program or financial solution. For him, selling insurance products is merely the easiest technical stage compared to the ability to devise a client-oriented protection strategy.
This approach is also considered crucial for strengthening the broker's bargaining position as a strategic partner for companies. Without added value in the form of education, claims assistance, and in-depth needs analysis, corporate clients are expected to prefer dealing directly with insurance companies. Furthermore, optimizing products such as Financial Institution Pension Funds (DPLK) is now recommended as part of a solution portfolio that can enrich brokerage services for corporate clients.
