Bashar Kayali, identified in the interview as Amana Cooperative Insurance's Acting Managing Director, brings an accounting and consulting perspective to leadership. He places trust, efficiency and customer experience at the centre of the company's development.
The discussion describes a customer relationship beginning before a policy is issued and continuing through service and claims. Clear conditions and exclusions, understandable procedures, responsive communication and attention to feedback are central themes. Kayali considers the overall value of the experience alongside price, rather than price alone.
Kayali discusses digital channels, data and artificial intelligence as tools for improving service and understanding risk. He links their use to protection of sensitive information, governance and regulatory compliance, while emphasizing that insurance decisions and growth require analysis, experience, risk management and operational efficiency.
The interview anticipates a more digital, specialized and competitive market, with growing attention to prevention, risk management and staff development. The company's stated ambitions focus on customer experience, products, processes and capabilities, while balancing growth with financial sustainability.
