Auralusia Rimadiana: Empowering The Insurance Sector With Innovation & Strategic Leadership


As the economy continues to develop, more people are recognizing the importance of insurance coverage, leading to increased market penetration. Amidst this evolving landscape, innovative leaders like Auralusia Rimadiana, the Chief Sales & Distribution Officer at Zurich Sharia, are empowering the sector with their visionary approach. Auralusia Rimadiana brings a wealth of experience and expertise to her role, driving strategic initiatives and spearheading innovative solutions to meet customer needs. Through her leadership, Zurich Sharia is revolutionizing the insurance industry in Indonesia, offering cutting-edge products and services that cater to the evolving demands of the market. With Auralusia Rimadiana at the helm, Zurich Sharia is well-positioned to shape the future of the general insurance industry in Indonesia and continue its remarkable growth trajectory. Let's hear more from her.

Could you provide a brief overview of your professional background and experiences?

Since August 10, 2021, I have been serving as the Director of PT Zurich General Takaful Indonesia (Zurich Sharia). In this role, I am responsible for overseeing sales and business development processes across various channels to achieve the company's business objectives. I began my career in the banking industry at Bank Dagang Nasional Indonesia from 1990 to 1998, where I held the position of branch head. Later on, I transitioned to the general insurance sector and joined Zurich Indonesia (formerly PT Asuransi Adira Dinamika) in 2002. Throughout my time at Zurich Indonesia, I have held several positions including Chief Operating Officer/ Operation Deputy Director in 2010, Chief Sales & Distribution Officer for general insurance in 2016, Chief Agency Officer in 2020, and most recently, Chief Sales & Distribution Officer for sharia general insurance in 2021.

You have accumulated more than thirty-three years of experience. How has your journey toward achieving success unfolded, and what principles have guided you?

The key to my success lies in prioritizing the responsibilities, a principle that I believe is applicable to others as well. I have developed a keen interest in human and organizational development, finding personal growth and witnessing individuals' transformation truly fascinating and rewarding. Through managing large teams, such as when I led a team of over 400 employees as Head of National Operations in 2018, I have honed my ability to identify and tap into the potential of teams. Additionally, my strength lies in designing and establishing efficient organizations, a skill that has contributed to the success of Zurich Sharia, where 80 percent of the employees I guide are part of the sales team. Nurturing their potential has been pivotal in the success of Zurich Sharia and, consequently, my own accomplishments.

How would you describe the nature of Zurich Shariah as an organization and its current standing in the market?

Zurich Shariah is a Sharia-compliant general insurance company that started operating in late 2021. It is the first joint venture insurance company in Indonesia to undergo a spin-off. In 2022, Zurich Shariah maintained its market share and secured the second position in the Indonesian Sharia insurance industry. The company offers motor vehicle and travel insurance, with a focus on Hajj and Umrah travel. They also provide other insurance products like property, personal accident, parametric, and marine cargo coverage. Zurich Shariah emphasizes mutual assistance, economic value through underwriting surplus, and social value by allocating profits to Zakat, Infaq, and Sadaqah (ZIS) distribution for societal impact and promoting human values.

As the Chief Distribution Officer (CDO), what recent strategic initiatives have you implemented to expand operations, optimize performance, and engage new market segments?

As the CDO, we prioritize customer needs and leverage innovative products to drive expansion. To capitalize on the low insurance penetration in Indonesia and the rising demand for Sharia-based products, we utilize all distribution channels and forge partnerships with banks and multi-finance institutions. Additionally, we have developed specialized insurance offerings for Umrah and Hajj travel, capturing a 40 percent market share in just one year. We also cater to the agricultural sector with parametric weather insurance for farmers, safeguarding them against unpredictable weather risks. These strategic initiatives optimize operations, engage new audiences, and position Zurich Shariah as a market leader.

Could you please tell us about your leadership approach? What principles or methodologies guide your leadership style?

I firmly believe that a leader's approach significantly influences the level of engagement and participation within their team, which, in turn, determines the extent of positive change that can be achieved. By fostering an open and supportive environment, team members are encouraged to share, ask questions, and contribute their best. Clear and effective communication of our goals is crucial in building team participation and enabling effective leadership. It is essential for leaders to understand their team members, supporting them in performing at their best and achieving optimal outcomes. Continuous learning and personal development are vital for leaders to enhance their skills and seize new opportunities. Listening attentively, especially to feedback from the team, and valuing their input plays a pivotal role in driving impactful results for the company. Effective delegation and fostering collaboration among team members are also key aspects of my leadership style. I particularly appreciate the collaborative leadership approach, which involves multiple perspectives, reasoning, emotions, and passion in the problem-solving process, resulting in diverse and innovative decisions.

What is your envisioned future destination?

My ultimate objective is to actively contribute to the expansion of the Sharia-compliant general insurance market in Indonesia, recognizing the tremendous value this industry offers. With 87 percent of the population being Muslim and insurance penetration still relatively low, I perceive significant potential in the Sharia insurance sector. Zurich Sharia aims to seize this opportunity, cater to customer demands, and emerge as a market leader, striving to meet the needs of the Indonesian market effectively.

Auralusia Rimadiana, CDO, Zurich Sharia

Auralusia is an accomplished leader in the insurance industry, currently serving as the Chief Sales & Distribution Officer at Zurich Sharia. With a remarkable track record in driving strategic initiatives and fostering innovation, Auralusia has played a pivotal role in revolutionizing the general insurance sector in Indonesia.

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