Sara Lamsam, CEO of Muang Thai Life Assurance PCL (MTL), has dedicated 31 years to transforming MTL into Thailand’s leading life insurance company and expanding its presence in Cambodia, Laos, Myanmar, and Vietnam (CLMV). With strong sales performance in these markets, he is driving MTL toward its vision of becoming the regional life insurance leader.
Pioneering Innovation in Insurance
Under Sara’s leadership, MTL has introduced groundbreaking products like Care Plus, a critical illness insurance covering cancer, kidney failure, and mental health treatments with coverage up to 5 million Baht per disease per year. This comprehensive approach ensures both in-patient and out-patient treatments, making it a standout product in the industry.
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Digital Transformation and Customer Engagement
Sara has led the development of MTL Click and MTL Fit, applications enhancing customer experience. MTL Click is a one-stop platform for policy management, digital claims, and teleconsultation with 1.3 million users and a four-year consecutive Business+ Product Innovation Award winner. MTL Fit encourages policyholders to stay active by integrating insurance benefits with exercise incentives, boasting over 100,000 users.
By incorporating AI, chatbots, cloud systems, and RPA, MTL has streamlined processes through paperless workflows and straight-through processing claims. The recently launched Chompoo AI-Chatbot further enhances customer service by reducing response times.
Industry Leadership and Recognition
Sara Lamsam has played a pivotal role in Thailand’s insurance sector, holding key positions such as chairman of the Federation of Thai Insurance Organizations, president of the Thai Life Assurance Association (TLAA), managing director of the Life Insurance Fund, and chairman of the Thai Financial Planners Association. One of his most significant contributions was refining the Liability Adequacy Test, saving 144 billion Baht in reserve levels during Thailand’s declining interest rates.
Accolades and International Recognition
Sara’s leadership has earned him multiple prestigious awards, including the Master Entrepreneur Award for four consecutive years from 2021 to 2024, the Best Life Insurance CEO Award, the ASEAN Young Manager Award, the Financier of the Year 2023, and the Popular Vote CEO at the Thailand CEO Econmass Awards in 2022 and 2023. Under his leadership, MTL also won the HR Asia Best Companies to Work for in Asia 2024, solidifying its status as an employer of choice.
A Happy and Sustainable Workplace
Sara prioritizes employee well-being, believing that a happy workforce leads to top-tier products and services. His leadership has resulted in MTL receiving the Hall of Fame Award for three consecutive years and the Life Insurance Company with Outstanding Management – 1st Place for 18 consecutive years.
Next Steps: Expanding and Strengthening ESG
Sara envisions MTL as the number one most trusted life and health planning provider, offering integrated financial solutions tailored to individual needs. His focus is on delivering superior products and excellent service through five key areas: people, preferred partners, customers, beyond customers, and regional expansion. He is also prioritizing ESG initiatives to enhance the company’s sustainability and societal impact under the concept of MTL Trusted Lifetime Partner. This aligns with principles of sustainable life insurance business development under good corporate governance and appropriate risk management. His goal is to transform MTL into a green insurer by implementing decarbonization efforts and fostering a future-ready workplace while encouraging employees to develop future skills and cultivate a culture of sustainability.
