Reimagining Takaful Insurance


Digital Transformation


Benchmarking, value chain re-engineering and digital transformation strategy for the UAE’s largest takaful insurance provider.

Working closely with the board of directors of Takaful Emarat, the UAE’s largest and fastest growing public-listed Takaful insurer, our Strategy Team embedded within the organisation to conduct deep-dive research, engage with internal and external stakeholders, and benchmark the value chain, organizational structure, product portfolio, distribution networks and market engagement model.

A new business model, along with a structured digital transformation roadmap and platform stack was delivered and embedded in-house. Under the guidance of the new CEO, our teams then worked on rebooting the culture within the organization. Mapping vision and strategic objectives to personal values and goals, a culture transformation program was crafted to engage with multiple levels of the company.

The transformation was rolled out on the back of an intensive repositioning, and rebranding exercise led by our Brand Practice. The narrative took the public listed traditionally positioned group to a forward-thinking, human-centric, digital-first global brand, now simply called T.

We continue to work with Takaful Emarat on strategic advisory across multiple functions, and report directly to the C-suite and board of directors.


  • Digital transformation strategy

  • Entity vision, mission and strategic objectives

  • Employee transformation program and roll-out

  • Brand identity & communication

  • Narrative design

  • Advisory