EFU Life Assurance Ltd., a leading provider of Life and Health insurance and a prominent Takaful Operator in Pakistan, has taken another bold step in its Bancassurance journey by renewing and redefining its bancassurance partnership with Bank Alfalah, one of the country’s most trusted financial institutions.
At a formal signing ceremony held at the Bank Alfalah Head Office, senior leadership from both organizations reaffirmed their shared commitment to empowering customers with Shariah Compliant and Inclusive financial planning solutions. The renewed alliance marks the rollout of a full suite of Conventional and Takaful plans tailored to meet the evolving protection and savings needs of Pakistan’s diverse population.
This collaboration aligns with the United Nations Sustainable Development Goals (SDGs), particularly SDG 1 (No Poverty), SDG 3 (Good Health and Well-being), SDG 5 (Gender Equality), and SDG 8 (Decent Work and Economic Growth), by promoting financial inclusion and resilience across various segments of society.
Speaking on the occasion, Mr. Mohammed Ali Ahmed, MD & CEO of EFU Life Assurance Ltd., said, “Our renewed partnership with Bank Alfalah is a strong reflection of our joint vision of making financial protection accessible to every segment of society. By combining EFU Life’s expertise in insurance and Takaful with Bank Alfalah’s strong retail footprint, we are enabling customers to make informed choices that align with their values and future goals.”
Ms. Mehreen Ahmed, Group Head – Retail Banking Group, Bank Alfalah, also emphasized the strength of this partnership in delivering long-term value through trusted financial solutions. Both leaders underscored that a ‘one-size-fits-all’ approach no longer meets customer expectations — and emphasized the importance of a segmented product strategy designed to truly serve individual needs.
This partnership reflects a powerful, shared purpose: to strengthen financial resilience, champion customer-centric innovation, and bring every Pakistani household one step closer to lasting financial security and wellbeing. It sets a new benchmark in Pakistan’s Bancassurance landscape — grounded in trust, driven by innovation, and focused on impact.
