Dedication Of Sun Life Indonesia Agent, Intan Dewi, Increase Insurance Literacy To Win Top Agent Of The Year At TAA AAJI 2025

JAKARTA - The Indonesian Life Insurance Association (AAJI) again gave prestigious awards to outstanding marketers through the 2025 AAJI Top Agent Award (TAA). This year, one of Sun Life Indonesia's agents, Intan Dewi, won the Top Agent of The Year 2024 award, an achievement that not only reflects her success as an agent, but also her dedication to increasing Indonesian public insurance literacy, especially in the Pekalongan area.

Since joining in 2009, Intan has shown an extraordinary commitment in educating the public. He realized that public understanding of insurance in the regions was still not evenly distributed. From that awareness, he is committed to providing transparent and sustainable education for potential customers and clients who are accompanied by him.

Intan's journey in the insurance industry began when she first became a customer of Sun Life. The push from close relatives and his desire to contribute more to the community then made him join as an agent.

"I feel compelled to serve the community so that they can realize financial sustainability and a healthy life in the future," he said, quoted Thursday, August 21.

Since then, Intan has placed himself not only as a marketer, but also as an advisor, assistant, as well as an educator. He believes that agents are a bridge between companies and customers, who must be present, accompany, and provide transparent education as early as possible.

Photo 2: Intan Dewi, an Agent of Sun Life Indonesia who won the Top Agent of The Year 2024 award, adhered to the principles of 'Action Louder Than Words' in accompanying the community towards financial stability and a healthier life.

For Intan, being an agent in a small town like Pekalongan presents its own challenges. Unlike in big cities, the understanding of the people in Pekalongan to protection is still minimal. This is in line with the results of the 2024 National Literacy and Financial Inclusion Survey (SNLIK), which shows a significant gap between literacy levels and insurance inclusion.

The national insurance literacy rate recorded an increase from 31.72 percent in 2022 to 76.25 percent in 2024. However, this has not been followed by an increase in policy ownership. On the other hand, the insurance inclusion index decreased from 16.63 percent in 2022 to only 12.21 percent in 2024. In other words, many people already understand the benefits of insurance, but have not taken steps to have it.

It was this awareness that prompted Intan to make education the main pillar in every interaction with potential customers. In her approach, Intan consistently conveys important information, ranging from product benefits, risks, claim processes, to ensuring that customers understand that product choices are in accordance with their health, work, and financial conditions.

There are some conditions that I often find in the field, first, many customers who actually know about insurance, but don't dare to buy because they feel they don't understand the details of the benefits and risks. In addition, there are also customers who already have insurance, but do not fully understand the products they have. Because it is important for an agent to master the products they offer and convey it honestly, so that customers can feel the benefits of the products they have," he explained.

Intan divides the role of agents into three types:1. Agents who can sell, but do not understand the insurance industry's products and code of ethics. 2. Agents who master products, but do not pay attention to service after selling.3. Agents who master the product are also present to accompany customers sincerely.

As a marketer, Intan emphasized the importance of becoming an agent with the principle 'Action Louder Than Words'. In every situation, especially when a customer faces a disaster, he tries to be present in person to assist and provide support. Intan also expands insights related to illness, hospitals, and doctor recommendations in order to be able to provide relevant information and references. For him, transparency and real presence of an agent as a companion is the key to long-term relationships between agents and customers.

Intan Dewi's dedication in increasing insurance literacy is in line with Sun Life Indonesia's vision to realize a healthier financial and living perspective for millions of families in Indonesia. For more than a decade, she has not only succeeded in protecting many families in Pekalongan, but has also expanded access to financial literacy outside big cities.

Albertus Wiroyo, President Director of Sun Life Indonesia, emphasized that Mrs. Intan Dewi's success in winning the Top Agent of The Year AAJI 2024 award is clear evidence of the dedication and commitment of an agent in providing the best education and protection for the community.

"We are very proud, because he is not only present as an agent, but also as an educator who is able to build public awareness about the importance of insurance. This achievement also reflects the spirit of Sun Life in presenting equitable protection and literacy throughout Indonesia," he explained.

The award achieved by Intan Dewi proves that the role of agents cannot be separated from the mission of the insurance company. Agents are at the forefront of bridging companies with customers, presenting protection solutions, and ensuring the services provided really answer real needs in the field.

With this success, Sun Life Indonesia further emphasized its commitment to continue empowering marketers to be able to provide transparent, relevant, and sustainable services.