Promising “peace of mind” in health insurance is simple enough, but delivering on it consistently through decades of social and economic change is far more challenging.
Healthcare sector across the world is going through a significant transformation. Medical science is advancing at a remarkable speed, reshaping the way care is delivered and experienced. From the growing use of robotics, AI and breakthroughs in immunotherapy to a long-overdue emphasis on mental wellness, overall well-being healthcare is becoming more precise, more holistic, and more responsive to the needs of modern life. But as care gets better, it also gets more expensive. This has forced the insurance industry to change its entire approach. It is no longer enough to just process claims. Today’s Policyholders expect Insurers to be a true partner in a person’s well-being, balancing genuine empathy with the financial stability needed to stay in business for the long haul.
Steering through this kind of complexity requires a leader who understands both the cold numbers of risk and the human side of healthcare. Shafiul Hoda, the Executive Vice President and Head of Employee Benefits at Sukoon Insurance, brings exactly that balance to the table. With over 20 years in the field and an academic background in finance and risk management, he has spent his career perfecting the fundamentals of underwriting. Having worked with major names like Daman and AXA, he now uses that experience to lead Sukoon’s medical and group life teams, focusing on innovation and steady, sustainable growth.
Sukoon Insurance is a household name in the Middle East, having celebrated its 50th anniversary in 2025. What began as a local UAE insurer has grown into a regional powerhouse that looks after 1.6 million members and handles over AED 7 billion in premiums. In 2022, the company rebranded to “Sukoon,” which literally means peace of mind. This was more than just a marketing move; it was a commitment to being a tech-led health partner that people can actually rely on. By combining a 50-year legacy with a modern, digital-first approach, the organisation has secured its spot as a trusted leader in a market that never stops evolving.
Let’s delve into the strategic growth, leadership philosophy, and digital innovations driving Sukoon’s success as a regional healthcare leader!
Half a Century of Growing and Adapting
The story of Sukoon Insurance is one of constant evolution. Over five decades, the organisation has consistently adapted to market shifts, strengthened its capabilities, and embraced new technologies, shaping a growth journey defined by strategic advances in branding, leadership, product innovation, and regional expansion. This history of resilience allowed the firm to move from a traditional risk-coverage model to something much more proactive. Shafiul Hoda explains that “Since rebranding in 2022, we have redefined ‘Sukoon’ – peace of mind – by moving beyond traditional risk coverage to becoming a technology-led health partner.”
Healthcare is now a central pillar of the business, making up half of its total GWP. With over 800,000 health-insured members, the company manages a massive network supported by five branches in the UAE and a strong presence in Oman. The goal has always been to deliver a seamless customer experience, ensuring that growth never comes at the expense of the health and well-being of the insured members.
Strategic Moves that Built Trust
Success in this industry comes from making smart, calculated moves. A major turning point was the acquisition of the life portfolios of Generali and Chubb in the UAE. These additions expanded Sukoon’s market reach even in medical insurance, enhanced its health insurance capabilities, and made its offerings more accessible to a broader range of policyholders. By taking on these established portfolios, the company didn’t just grow its size; it proved it could handle high-level international standards while staying true to its regional roots.
Another significant milestone was the integration of Sukoon Takaful, formerly known as ASCANA. This allowed the group to better serve the Shariah-compliant market, which is a vital and growing segment in the region. Its inclusion has reinforced Sukoon’s presence in the Shariah-compliant insurance space and extended the company’s reach within a segment that continues to grow across the region. This ability to offer both traditional and Takaful options has made the company a top choice for everyone from global corporations to individual families.
Leadership Built on Values
The way the company is run is based on more than just hitting financial targets. The leadership believes in empowering their teams and giving them the tools they need to succeed. In a highly regulated and crowded market, they stay ahead by focusing on what actually matters to the person buying the policy. Shafiul Hoda says, “For Sukoon’s leadership, growth is not defined solely by financial results. It is a multidimensional achievement shaped by strategy, culture, customer experience, and long-term sustainability.”
There is a firm belief that high performance only counts if it is consistent. It is more than just having a big portfolio; it is about how you treat people at every step of the process. Shafiul Hoda emphasizes that “Ultimately, what differentiates an insurer is not just its portfolio, but the consistency with which it delivers trust, clarity, and reliability at every stage of the customer journey.” This focus on dependability is what keeps brokers and clients coming back year after year.
Managing the High Cost of Modern Care
One of the biggest challenges today is the rising cost of medicine. From expensive new drugs to the increased use of hospitals, the pressure on premiums is real. If costs aren’t managed, insurance can quickly become too expensive for the average person or business to afford. The company addresses this by being open about the challenges and working to cut out waste and fraud. Shafiul Hoda explains, “Our approach has been to limit exposure in unprofitable segments, strengthen cost management measures, and accelerate digital transformation to improve efficiency.”
By using tighter controls to prevent the over-prescription of medicine or unnecessary tests, the company helps keep the market stable. They also believe in talking to their clients honestly about why costs are changing. He notes that “Most importantly, we maintain transparent communication with clients, helping them understand cost drivers and safeguarding the sustainability of their health benefits through shared responsibility and informed decision-making.”
Using Tech to Make Life Easier
Innovation at the company is about more than just cool gadgets; it is about making things work better for the policyholders. By investing in automation, the company has reached a point where 93% of claims are settled automatically. This means less waiting for approvals and faster access to care. Shafiul Hoda mentions that “These enhancements allow us to deliver faster and more intuitive services without weakening internal controls.”
While machines handle the routine work, it allows the staff to focus on the more difficult cases where a human touch is actually needed. From onboarding new members to handling complex medical situations, the goal is to use data to be more accurate and responsive. Digital tools and mobile apps give people real-time access to their benefits, making the whole process feel much more modern and less like a struggle with paperwork.
Listening to What Customers Actually Want
With 1.6 million members, the only way to stay relevant is to listen. The company has a monthly “Voice of Customer” program that looks at feedback and identifies where they can improve. This culture of listening ensures that the products they design actually solve real problems. Whether it is refining the network of doctors or making a claim form easier to understand, every change is driven by what the members are saying.
This focus on the customer is consistent across the region, including their work in Oman. By using digital platforms to standardize things like approvals, they make sure everyone gets the same high level of service. It is a balance of having high standards for the whole company while being flexible enough to meet the specific needs of local communities.
A Reputation Backed by Awards
The hard work of the last few years has been recognized by the industry on a global scale. In 2025, the company picked up over 20 major awards, including “Insurance Company of the Year.” Shafiul Hoda points out that “These titles recognize our ability to deliver robust financial results while maintaining the highest solvency and trust standards.”
While the financial awards are great, the ones for customer service and claims management often mean the most to the team. Shafiul Hoda highlights that “Recognitions for ‘Excellence in Claims Management’ and ‘Customer Satisfaction & Happiness’ are the most meaningful to us.” It serves as a reminder that when things go wrong and people need help, the company’s systems are fast, fair, and empathetic.
Sharing Expertise with New Providers
For newer companies trying to break into the Arab healthcare market, the advice from the leadership is to focus on the basics. Building trust takes a long time, and it starts with being fair and clear with your customers. Shafiul Hoda advises that “Emerging healthcare insurers in the Arab world can build lasting trust by truly understanding customer expectations and focusing on strong fundamentals—clarity, fairness, and solutions tailored to local market needs.”
He also believes that insurers need to be more than just “risk carriers.” By working with employers and doctors to promote healthy living and preventive care, an insurance company becomes a partner in a healthier community. Shafiul Hoda summarizes that “This combination of trust, transparency, and community alignment is what sets successful insurers apart in the region.”
Looking at the Road Ahead
As the company moves forward, the focus is on staying sustainable and continuing to lead the way in digital health. The region is changing fast, and the organisation plans to be ready for whatever comes next. This means managing costs carefully, using data to be more transparent, and building even stronger partnerships with healthcare providers.
The ultimate goal is to keep healthcare affordable and focused on the people who need it. By sticking to their core values and continuing to innovate, Sukoon is aiming to create a future-ready healthcare system for the entire region. The promise of “peace of mind” is what started it all 50 years ago, and it is exactly what will drive the company through the next 50.
