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CEILLI

(Investment-linked Examination)

AIA.COM

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| 2

INTRODUCTION TO INVESTMENTLINKED LIFE INSURANCE

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confidential and
and proprietary
proprietary information.
information. Not
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distribution.
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Chapter 1: Introduction to Investment-Linked Life Insurance

pay premium

Fund Managed
By Insurer

Protection

Capital Gain

Protection

Policyholder

Investment
3

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Chapter 1: Introduction to Investment-Linked Life Insurance

Value of
policy

Linked

UNITS
UNITS

Special
unitised fund
Value
fluctuates

Directly linked
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Investment
Performance
4

Chapter 1: Introduction to Investment-Linked Life Insurance

Malaysia

United Kingdom

U.S.A.

InvestmentLinked

Unit-Linked

Variable Life

Refers to the same thing

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| 6

KEY CONSIDERATIONS IN
INVESTMENT

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proprietary information.
information. Not
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Chapter 2 Key Considerations in Investment

2.1

Investment Objectives

2.2

Funds Available

2.3

Risk or Security

2.4

Investment Horizon

2.5
2.6
2.7
2.8

Accessibility of Funds
Taxation Treatment
Performance of the Investment
Diversification

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2.1 Investment Objectives


Funds for
dependents
Comfortable
standard of
living

Pay expenses
& taxes upon
death

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Why do
people
invest?

Retirement
income

Education &
up-bringing

Improve
financial
position

2.1 Investment Objectives


What should I
invest in?
Depends on what
you want!
Regular
Income Flow
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or

Capital Gains
9

2.2 Funds Available


Level or Amount
of Funds
Available

Source of
Available Funds

More free funds

Fixed surplus
current income set
aside

Wider choice of
investment

Certain types of
investment e.g.
insurance policies
or unit trusts

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10

2.3 Risk or Security


3 Considerations in Investment
1.Individuals Need
for Security
Investment
Risk
Loss of
Initial
Investment
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Rate of Return
is Not Up to
Expectation
11

2.3 Risk or Security


3 Considerations in Investment
2. Attitude
Towards Risk
Risk Tolerance
Low Risk,
Low Potential Return
Risk Adverse

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High Risk,
High Potential Return

Risk Neutral

Risk Taker

12

2.3 Risk or Security


3 Considerations in Investment
Investments
3. Type of Investment with
Higher
risk
&
Certain Inherent Risk
uncertainty
Capital and
income growth
potential

Risk
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Higher
potential for
capital &
income growth
13

2.4 Investment Horizon


How long
are you
willing to
lock into an
investment?

Investment Objectives
Investors Age
Current Financial
Condition

Important
Important
Match your investment horizon with
the maturity of the investment asset
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14

2.5 Accessibility of Funds

Early
withdrawal
cost or penalty ?

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Liquidity :
short term
vs.
long term investment ?
Initial cost in
setting or buying
the investment ?
15

2.6 Taxation Treatment


Different types of
investment

Different tax
treatment

The tax status


of investment
linked life
insurance is the
same as
traditional with
profit life
insurance

To be discussed in Chapter 10
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16

2.7 Performance of the Investment


Countrys economic
factors
Life cycle
of investment

Performance
depends on

Invested companys
past experience & history
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Competencies &
capabilities
of management
team

Invested companys
level of costs
17

2.8 Diversification

Spreading of risks
Effective in reducing risk
without sacrificing returns
Invest in different assets
classes and across different
market environments

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18

2.8 Diversification
Spreading of risks by :
1. Categories of investment
e.g. shares, bonds,
money market
instruments

3.Shares at
different
countries

2.Different type
of shares

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19

| 20

TYPES OF INVESTMENT ASSETS

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20

Chapter 3: Types of Investment Assets

3.1 Cash and Deposit

3.6

Properties

3.2 Fixed Income


Securities

3.7

Derivatives

3.8

Exchange
Trade Funds

3.9

Sukuk Bonds

3.3 Shares
3.4 Unit Trusts
3.5 Investment
Trusts

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3.10 Capital
Guaranteed Fund

21

3.1 Cash and Deposits


Refers to all liquid instruments
Carry little or no risk of losing principal amount
Cash
- Not an investment

Capital value wont increase


No additional income
generated

- Only a medium of exchange


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22

3.1 Cash and Deposits (continue)


The definition of cash covers:-

Treasury Bills

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Bank Accounts

23

Treasury Bills
issued at
discount rate
Central Bank
Government

discharged
at face value

Institution

No risk : guaranteed by Government


(unless politically unstable)
Short term : < 1 year
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24

Bank Accounts

Place fixed/time deposits


Bank
Pay fixed interests
Public
Bad inflation hedge
Penalties on early withdrawal
Low in yield

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25

Bank Accounts available (continue)

Offshore
Accounts
Time
Deposits

Savings
Accounts
Current
Accounts
Types of
Account
Fixed
Deposits
Investment
Accounts

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26

Bank Accounts (continue)


Factors influencing Choice of Deposits:

funds available for investment


how long fund
can remain
in the account

choices of
deposits

emergency
withdrawal

prevailing
market condition
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27

3.2 Fixed Income Securities


Invest principal by buying securities
Public lends money to company or government

Companies
or
government

Public

Pays fixed periodic interest income


At maturity, repayment of principal

Can be bought and sold


anytime before maturity
in secondary market
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28

3.2 Fixed Income Securities

Corporate
Bonds

Government
Bonds

Preference
Shares

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(continue)

Types of
Fixed
Income
Securities

Money
Market
Instruments
29

Government Bonds
Safest little or no default
or credit risk

Advantages
Easily marketable

Government guarantees to Income for future


pay interest and repay
years guaranteed
principal
Fixed interest rate
Issued when government
needs money to finance
projects
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Disadvantage
In times of high
inflation,
capital can be
eroded
30

Government Bonds (continue)

Maturity Period

Short Term
Below 5
years
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Medium Term
5 to 10
years

Long Term
Above 15
years
31

Corporate Bonds

Bonds issued by
companies
Debenture stocks
Loan stocks
Convertible Stocks
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Advantages
Higher return than
govt. bonds
More marketable
Potential for capital
gains

Disadvantage
More risky
32

Corporate Bonds (continue)


Debenture Stocks
Secured loans
[Fixed charge on companys property or assets
(stocks)]
Fixed rate and term
Trustee appoint

Supervise interest & capital


payment
If default, act for investors

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33

Corporate Bonds (continue)

How it differs from Government Bonds

Company can repay earlier if wishes

No government guarantee (riskier)

Interest rate higher

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34

Corporate Bonds (continue)


Loan Stocks

Unsecured loans
Fixed interest rate
and term
Risk losing capital
Less secure than
debenture stocks.
Therefore, higher
interest rate

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Risk-Return
Risk
Debenture
Stocks

Loan
Stocks

Government
Bonds
Return

35

Corporate Bonds (continue)


Convertible Stocks
Can be converted to ordinary shares
of a company on a fixed date

Become part owner and


entitled to profits through
dividends declared
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36

Corporate Bonds (continue)

Factors affecting decision to convert:


(i) Dividend income
(ii) Capital appreciation in
share price

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Whether are
better than fixed
interest given

37

Corporate Bonds (continue)

Risk-Return
Risk

Loan Stocks
Debenture Stocks
Government Bonds
Return

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38

3.3 Shares
Shareholder = part owner of a company
Share certificate = evidence of title
Not liable for companys debt
Can attend Annual General Meeting
(AGM) vote for major issues and
appointment of directors

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39

3.3 Shares (continue)


Company
Public Company
Shares quoted
on KLSE
Available to
ordinary investors
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Private company
Not listed on
stock exchange
Not available to
ordinary investors
40

3.3 Shares (continue)


Currency
performanc
e
Companys
earning

Inflation
rate
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Share price
influenced
by:

Markets
view on
compan
y

Countrys
economy

Interest
rate levels
41

3.3 Shares (continue)


Ordinary Share

Preference Share

May or may not receive Right to a fixed


dividend provided that
dividends
enough profit has
Dividend rates
been made
fluctuates according to
Dividend is fixed
companys profits
Ranks ahead of
ordinary
shareholders when
company winds up
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42

3.4 Unit Trusts


Purchase in units
Buy at Offer Price (selling price)

Sell back at Bid Price


(buying price)
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43

3.4 Unit Trusts (continue)


Value of units based on performance of
investment
Funds managed by professional
fund managers in well diversified
range
Unit trust are authorized &
supervised by the Securities
Commission
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44

3.4 Unit Trusts (continue)

Open-ended fund

No fixed redemption date

Fund manager can create units if required,


and cancel units if encashment exceeds
new purchases

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45

3.4 Unit Trusts (continue)


If too many investors cash-in,
may have to sell funds assets
All unit trusts are required to
state investment objectives in
prospectus
Medium to long term
investment (> 3 years)

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46

3.4 Unit Trusts (continue)


Advantages

Spread of investments

Lower risk compared to shares

Professional service from fund


managers

Minimises paperwork of
investors

Income from dividend can be


reinvested

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Disadvantages

Bewildering array of
funds

Extra costs for switching

47

3.4 Unit Trusts (continue)


Three Way
Arrangement

Select &
Manage
fund

Investors

Trust
Deed
Fund
Manager

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Invest
capital
Hold pool
of money
in trust on
behalf
investors

Trustee
48

3.4 Unit Trusts (continue)


Trust deed sets out:
Fund managers investment powers
Price structure
Registration of unit-holders
Remuneration of fund managers
Accounting and auditing rules
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49

3.5 Investment Trusts

Investor

shares

Investment Trust
company

managed by
specialist fund
manager

Investment fund
Shares value fluctuate according to
whether loss or profit made from the
investment fund
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50

3.5 Investment Trusts


Investment Trust

(continue)

Unit Trust

Registered Under
Companies Act

Formed by Trust Deed

Purchasing shares in
company

Purchase units in trust,


not shares in company

Closed-end funds

Open-ended fund

No asset disposals if
large numbers of
investors cash-in

Disposes assets
when large numbers
of investors cash-in

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51

3.5 Investment Trusts


Advantage
Flexible
investors can
borrow to finance
purchases of
investment trusts

(continue)

Disadvantage
Greater risk
exposures due
to price volatility

Higher risk/reward
profile than unit trusts
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52

3.6 Properties
3 types

Agricultural
Property

Domestic
Property

Commercial/
Industrial
Property

Price depends on:


Quality of land
profitability of crops
Location of land
Value of buildings on land

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Price depends on
location and types
of buildings on the
land
53

3.6 Properties (continue)


Advantages

Disadvantages

Good capital
appreciation

Difficult to be
disposed off
Steady flow of income during recession
Low risk
By mortgaging,
capital can be free

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54

3.7 Derivatives
What are derivatives?
Financial
instruments whose
values are linked to
the price of underlying
instruments in the
cash markets
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Two
popular
derivatives are
stock options and
financial futures
55

3.7 Derivatives (continue)

Stock Options

Options

Warrants

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Financial Futures

Futures

56

Options
Call
(A right to buy)

Put
(A right to sell)

A right, not an obligation


To purchase or sell security within a
specified time period
At a fixed price
Duration usually 3, 6 or 9 months
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57

Options (continue)
Call options are bought in hope of price
increase. Sellers want reverse to happen
Put options are bought in anticipating a
decline in price. Sellers want reverse to
happen

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58

Call Option
Share Price = RM10,000 per lot
Price of Call Option = RM200 (expires after 6 months)
January: Share Price = RM10,000 per lot
February: Share Price = RM11,000 per lot
Gain = RM1,000 - RM200 = RM800

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59

Put Option
Share Price = RM10,000 per lot
Price of Put Option = RM300 (expires after 6 months)
January: Share Price = RM10,000 per lot
February: Share Price = RM9,000 per lot
Gain = RM1,000 - RM300 = RM700

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60

Warrants
Transferable Subscription Rights (TSR)
Corporate-created option
Holder has right to subscribe shares in the
company

At pre-determined ratio (conversion


ratio)

At pre-determined subscription price


(exercise price)

Within a specified time period (fixed at


beginning)

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61

Warrants (continue)
Corporation
issues

warrants

Investors

Similar to call option


Option to purchase,within a specified time,
a stated number of shares at a specified
price
Attach free with loan stock or rights
Often issue free
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62

Warrants (continue)
Advantages
Small initial outlay buy warrant, pay exercise price
later, and convert warrant to the underlying share
Capital gains from sale of warrants

Disadvantages
On expiry, warrants not exercised lose value
completely no chance for price recovery
No interests or dividends
Carry no voting rights
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63

Futures
Physical
commodities
& financial
instruments

Traded in
cash market

Spot markets
Current market price
of item available for
immediate delivery

Cannot be
cancelled
unless both
parties agree

Forward markets
Price of an item
for deferred
delivery
Future markets

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64

Futures (continue)
Future
markets

Set price today for


an instrument that
will be delivered
on a specified
future date

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Futures exchange
determines:
Contract size
Delivery date
Conditions

Obligation,
not an
option

Trader
determines:
Price
Number of
contracts

E.g. Stock
index
futures
65

Futures (continue)
Stock index
futures
Based on a particulars share price index
Settlement
Made in cash without the actual delivery of the
securities covered by the index
Profit
Derived from price difference of original
contract value and value at time of settlement
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66

Futures (continue)
Advantages
Enable investors to protect
their investments (hedging)

Must have clear


understanding of
hedging

Shifts risk of price fluctuations


to those who are willing
Price discovery futures price
reflects current expectations
Speculative trading
potential large gains
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Disadvantages
High risk may
face huge losses
if wrongly
speculated
67

3.8 Exchange Trade Funds

Also known as Exchange-trade product


(ETP)
Traded in Stock exchanges
Underlying asset ie stocks, bonds and
trades

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68

3.8 Exchange Trade Funds

Attractive as an investments instrument :


Low costs
Tax efficiency
Stock like features

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69

3.8 Exchange Trade Funds

Traditionally an index funds


An actively managed fund since 2008
ETFs - USA since 1993
- Europe since 1999

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70

3.8 Exchange Trade Funds


Types of ETFs

Index ETFs
Commodity ETFs or ETCs
Bond ETFs
Currency ETFs or ETCs
Actively managed ETFs
Exchange-traded grantor trusts
Leveraged ETFs

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71

3.9 SUKUK BONDS


- An Arabic name equivalent of Bonds
- Structured to comply with Islamic Law and its
investment principles
- Over $ 1.2 Trillion of asset are managed according to
the Islamic Investment Principles
- Not a Bond because it isnt based on
debt
- Regards as commercial paper that
give ownership to investor

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72

3.9 SUKUK BONDS


Characteristics of Sukuk :
1. Pooled of funds
2. Based on hard assets that generate steady income and
expectations
3. Maybe guaranteed or not by their originators
4. Investors received a fee equal to the income
5. Issued by Special Purpose Vehicles (SPV)
6. Sukuk issued in dollars
7. Different from conventional bonds as its
based on tangible asset that debt
8. 14 types of Sukuk Sukuk Al Ijara
and Sukuk Al Mucharaka

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73

3.10 Capital Guaranteed Fund

Definition
- Guaranteed the investors capital investment from losses
- Didnt redeem investment before maturity date

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74

3.10 Capital Guaranteed Fund


Features
- High asset allocation 80% to 90% of total fund size
- Benchmark against Fixed Deposit
- Investment Horizon 3 to 5 years
- Offered during an offer period. Once closed, no new
investors
- Normal unit RM 1
- Higher initial investment then Unit Trust. Minimum RM 5,000
- Lower Front end. Service charge id 1.5%
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75

3.10 Capital Guaranteed Fund

Features (Cont)
- Redemption fee before maturity ranging from 03% to 1.5%
- Guaranteed capital preservation

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76

| 77

INVESTMENT-LINKED LIFE
INSURANCE PRODUCT: WORLD
SCENARIO

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confidential and
and proprietary
proprietary information.
information. Not
Not for
for distribution.
distribution.
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77

Chapter 4: Investment-Linked Life Insurance Product - A


World Scenario

4.1 In United Kingdom


4.2 In USA
4.3 In Singapore
4.4 In Malaysia

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78

4.1 In United Kingdom


1957

First investment-linked life


insurance contract in UK
Individual retirement annuity
for self-employed
By London & Manchester
Assurance Company Limited
Linked to an external unit
trust

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79

4.1 In United Kingdom (continue)

Investment-linked life insurance business


has been transacted for more than 30
years

Allow the policyowner total flexibility to


alter his needs for investment and
protection in accordance to his wishes

In 1986 approximately 130 companies were


writing investment-linked life insurance
business

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80

4.2 In the United States of America

More commonly called Variable Life Insurance in


USA

Offered for sale to the general public in the US in 1976

Only after the product had been successfully marketed


in the Netherlands, United Kingdom and Canada

Very much affected by regulations


State insurance laws and regulations
Federal Securities laws (Securities & Exchange
Commission)

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81

4.3 In Singapore

The first single premium investment-linked policy


introduced in Singapore was in 1973

Enhanced Investment Scheme (EIS) was introduced by


the Central Provident Fund (CPF) in 1993

This contributed to the expansion of the life insurance


industry, including investment-linked life insurance
business

Allowed CPF members to invest 80% of the excess of


S$50,000 in their ordinary account in eligible investment
instruments

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82

4.4 In Malaysia

Investment-linked life insurance products are very


new in Malaysia

Syarikat Takaful Malaysia Sdn Bhd (now Syarikat


Takaful Malaysia Bhd) was first to sell a simplified product to
the public in August 1985

In July 1997, Berjaya Prudential Assurance Bhd became the


first traditional insurance company to launch the investmentlinked life insurance product

Then onwards Mayban Life Assurance Bhd was given approval


in February 1998, followed by Malaysian Assurance Allied Bhd

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83

Single Premium/ Top-up


Allocated premium
used to buy units
from investmentlinked funds at
offer price

Unallocated
premium

Or
Top-up

Surrender claim

(To meet marketing


and set-up expenses)

(Pay value of units)

Withdrawals

(Pay value of units withdrawn)

Death claim
(Pay value of units and/ or
sum assured)
AIA confidential and proprietary information. Not for distribution.

Life Office

Units which belong


to policyowner
Cancel unit (To pay mortality
charge & policy fee)
84

| 85

TYPES OF INVESTMENT-LINKED
LIFE INSURANCE PRODUCTS

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confidential and
and proprietary
proprietary information.
information. Not
Not for
for distribution.
distribution.
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85

Chapter 5: Types of Investment-Linked Life Insurance Products

5.1 How do Investment-Linked Life Insurance


Policies Work?
5.2 Comparing Investment-Linked and Traditional
With-Profit Life Insurance
5.3 Definitions
5.4 Characteristics of Investment-Linked Life
Insurance Policies
5.5 Types of Investment-Linked Life Insurance
Policies
5.6 Loans and Withdrawals
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86

5.1 How do Investment-Linked Life Insurance Policies Work?

Operate on similar principle as Unit Trusts


Returns not guaranteed
Linked to performance of investment fund
Unit price depends on net asset value of the
fund
Value fluctuates as market prices rise and fall
lacks smoothing process
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87

5.1 How do Investment-Linked Life Insurance Policies Work? (cont)

Investment
Used to purchase
units in fund
managed by life
office

Mortality
Protection

PREMIUMS

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88

5.1 How do Investment-Linked Life Insurance Policies Work? (cont)

Single premium/Top-Up
Policyowners units
Surrender

Life office
marketing &
set-up expenses

Withdrawals
Death Claim
Cancel units
Mortality charge
& policy fee
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89

5.2 The Fundamental Differences

Investment-linked
Potential for higher
returns
but higher risk (equity
funds)
Policy charges and
investment content
are more identifiable
AIA confidential and proprietary information. Not for distribution.

Traditional WithProfit Life Insurance


Produce steady
return by smoothing
out short term market
fluctuation
Charges not
specifically
detailed in
the policy
90

5.2 The Fundamental Differences


Investment-linked

Traditional WithProfit Life Insurance

Offers more choice


of investment funds

Choice of Investment
is Insurers discretion

Benefit & risks


immediately passed
to policyowner

Most of risk passed


to insurer

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91

5.2 The Fundamental Differences


Investment-linked

Traditional WithProfit Life Insurance

Investment element
is made known to
policyowner at outset

Investment element
is NOT made known
to policyowner at
outset

Value of policy
fluctuate depends on
value of units held

Never reduce in value


provided life office is
solvent

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92

5.3 Definitions
Charges levied on investment-linked life
insurance policies:
- Policy fees
- Annual fund management fee
- Bid-offer spread
- Reduction in allocation of units - Unallocated
premiums
- Initial units
- Mortality charges
- Surrender charges

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93

5.3 Definitions (continue)


Policy Fee
Administrative expenses of setting up the policy

Annual Fund Management Fee


Investment management charges.
Deduction of between 0.5% to 2% per year from
fund accumulated
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94

5.3 Definitions (continue)


Offer Price
Selling price of units by the life office

Bid Price
Price at which the units are cashed when the
policy matures, or surrendered, or used to pay
charges
Bid price is always lower than offer price at the
published date
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95

5.3 Definitions (continue)


Bid-Offer Spread
Offer price

Minus (-)

Bid Price

Bid-Offer Spread

Initial charge 5% to 6% on every


premium made to cover expenses in
setting up the policy
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96

5.3 Definitions (continue)


Reduction in Allocation of Units
Unallocated Premiums
Not all of a policyowners premium is
allocated to buying investment units
Unallocated premium used to meet
marketing and setting-up expenses of the
policy
Some insurers make nil allocation to units
until expenses recouped
AIA confidential and proprietary information. Not for distribution.

97

5.3 Definitions (continue)


Initial Units
All of a policyowners premium allocated to buy
investment units
Units allocated in early years known as initial
units have higher annual management charges,
e.g. 6% p.a., throughout term of the policy contract
Bears heavy discontinuance charges
Cash value much lower than face value for years
Less common nowadays
AIA confidential and proprietary information. Not for distribution.

98

5.3 Definitions (continue)


Mortality Charges
Dependent on age
Covers mortality cost of the policy
Can be a recurrent charge (e.g. monthly) funded
by cancellation of units on a regular basis
Allows policyowner to vary sum assured over time

AIA confidential and proprietary information. Not for distribution.

99

5.3 Definitions (continue)


Surrender Charges
Charge deducted from value of units at surrender
Represents initial expenses incurred but yet to be
recovered

AIA confidential and proprietary information. Not for distribution.

100

5.4 Characteristics of Investment-Linked Life


Insurance Policies

Can have larger


exposure to
equity

Protection

Investment

AIA confidential and proprietary information. Not for distribution.

Life cover
TPD
PA benefit
Health

101

5.4 Characteristics of Investment-Linked Life


Insurance Policies

Cash value

Affects

Protection
benefits
Prices of the units

Affects

Reflects

Investment
performance of
underlying assets
AIA confidential and proprietary information. Not for distribution.

102

5.4 Characteristics of Investment-Linked Life


Insurance Policies

Protection costs are explicit


Met by cancellation of units
For single premium plan, met by flat
initial charge
Commission and office expenses are met
explicitly
May vary, but must give 6 months
notice prior to change
AIA confidential and proprietary information. Not for distribution.

103

5.4 Characteristics of Investment-Linked Life


Insurance Policies

Cash
Value

AIA confidential and proprietary information. Not for distribution.

Value of units
allocated to
policyowner,
calculated at
bid price

104

5.5 Type of Investment-linked


Life Insurance Policies

1. Single Premium investment-Linked


Whole Life Insurance Plan
2. Regular Premium Investment-linked
Whole Life Plan
3. Investment-Linked Individual Pension Plan
4. Investment-linked Permanent Health
Insurance
5. Investment-linked Dread Diseases
Insurance
AIA confidential and proprietary information. Not for distribution.

105

5.5 Type of Investment-linked


Life Insurance Policies (continue)
Single Premium Investment-Linked
Whole Life Insurance Plan
One-off premium contribution
Minimum premium is RM3,000
Protection is 125% of total single premium paid, subject to
a minimum of RM5,000
Emphasize on long-term savings and investment offers
only nominal life protection
AIA confidential and proprietary information. Not for distribution.

106

5.5 Type of Investment-linked


Life Insurance Policies (continue)
Single Premium Investment-Linked Life
Insurance Plan
Investment
Other
management
admin
Admin
fee (0.5% to
charges
2% p.a)
and

Mortality
charges

insurance
charges

Policy
fees

Top up or single premium injection is allowed


AIA confidential and proprietary information. Not for distribution.

107

5.5 Type of Investment-linked


Life Insurance Policies (continue)

Regular Premium InvestmentLinked Whole Life Insurance Plan

Regular
Regular
Premiums
Premiums
Monthly
Quarterly
Annually

Features
Premium
holidays
Top-ups
Withdrawals

Purpose
Purpose
Life
protection
(main)
Investment

Surrenders
AIA confidential and proprietary information. Not for distribution.

108

Investment-Linked Individual Pension Plan


Basic Plan

Conventionally, no life
cover other than return
High allocation of
premium to investments of investment funds on
death
Accumulate fund to
retirement
Upon retirement
Use fund to
purchase annuity
AIA confidential and proprietary information. Not for distribution.

New Feature
Cancelling investments
to fund life cover
Conversion to traditional
with-profit life
109

Investment-Linked Permanent Health Insurance

Provides health coverage such as


disability income
Contains cash value

- Traditional health products dont have


cash value

AIA confidential and proprietary information. Not for distribution.

110

Investment-Linked Dread Disease Insurance

Advances whole of face amount


upon diagnosis with dread
diseases such as heart attack,
stroke, coronary artery by pass,
end stage renal failure or total
permanent disablement

AIA confidential and proprietary information. Not for distribution.

111

5.6 Loans and withdrawals

Loans may be limited to


some percentage of the
cash value

Reason:
Cash value
fluctuates
on a daily
basis

Partial surrender
and withdrawal
can be met by cashing the
sufficient units at
the bid price
AIA confidential and proprietary information. Not for distribution.

112

5.7 Risk Base Capital Guidelines


Implementation of Risk Based Capital Framework
for Insurers
- Came

into effect 1st Jan 2009

- better align regulatory capital requirement


- Improve transparency of prudential buffers
- allow greater flexibility for insurers to operate at different
risk level
- Are more granular and risk sensitive

AIA confidential and proprietary information. Not for distribution.

113

5.7 Risk Base Capital Guidelines


Example :
- Insurers with asset portfolios on high risk assets are required
to hold more capital
- Insurers with high risk profiles will have higher Capital
Adequacy Ratios (CAR)
- Investment strategies are rebalanced to response to
prevailing market conditions

AIA confidential and proprietary information. Not for distribution.

114

5.7 Risk Base Capital Guidelines


- RBC expected to raise the overall level of resilience
- Improvement of quality and depth of statutory
- Have strong capital adequacy, liquidity positions
and risk management practices

AIA confidential and proprietary information. Not for distribution.

115

5.7 Risk Base Capital Guidelines


Investment of Insurance Funds
Investment Strategy:
- Investment Objectives, both at Company and fund specific Level
- Risk and Liability of Insurer
- Strategic asset allocation i.e long term asset mix main investment
categories
- Extent holding of certain types of assets is restricted or disallowed
- overall policy of usage of derivatives and structured products

AIA confidential and proprietary information. Not for distribution.

116

5.7 Risk Base Capital Guidelines


Requirement of Insurers :
- Established adequate internal controls of management of approved
asset
- Put in place rigorous audit procedures
- Install effective monitoring and managing asset and liability
- Put in place suitable plans to mitigate effect arising from deteriorating
market conditions
- Undertake regular stress testing
- Ensure key staffs are Skills, Experience, Expertise and integrity

AIA confidential and proprietary information. Not for distribution.

117

Conclusion
Popularity of Investment-Linked Life Insurance
Policies will continue because:

1) Its contracts are easier to


understand
2) the charges are more
transparent
3) It is much more
flexible
4) performance of the funds can be
monitored
in daily newspapers
AIA confidential and proprietary information. Not for distribution.

118

| 119

STRUCTURE OF INVESTMENTLINKED FUNDS

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confidential and
and proprietary
proprietary information.
information. Not
Not for
for distribution.
distribution.
AIA

119

Chapter 6: Structure of Investment-Linked Funds

6.1 Accumulation Units & Distribution Units


6.2 Types of Investment-linked Funds
6.3 Risk-return Profile
6.4 Fund Switching

AIA confidential and proprietary information. Not for distribution.

120

6.1 Accumulation and Distribution Units


- 2 ways to structure investment-linked funds
Accumulation

Capital

Capital
Fund

Distribution

Investment

Fund

Investment

Income

Income
In long term
Unit price
AIA confidential and proprietary information. Not for distribution.

Unit price
unchanged

Purchase
more units

121

6.2 Types of Investment-Linked Funds

Balanced
Funds
Managed
Funds
Specialised
Funds
AIA confidential and proprietary information. Not for distribution.

Cash Funds
Equity Funds
Types of
Funds

Bond Funds

Property
Funds
122

6.2 Types of Investment-Linked Funds (continue)

Cash Funds
Invest in cash and bank deposits
Safe, low risk

Equity Funds
Invest in stock, shares
Higher risk equity prices volatile
Aim for capital appreciation
Magnitude of change of unit price
depends on quality of equities held
AIA confidential and proprietary information. Not for distribution.

123

6.2 Types of Investment-Linked Funds (continue)

Bond Funds (IOUs)

Fixed income instruments (government/


corporate bonds)
Income-producing

Property Funds
Invest in properties e.g. real estate and
property shares
Safer than equity, but have lower liquidity
Provision allows fund manager to defer
redemption of units up to 12 months
AIA confidential and proprietary information. Not for distribution.

124

6.2 Types of Investment-Linked Funds (continue)

Specialised Funds
Offers exposure to different markets,
regions and currencies
Particular
Country

Geographical
Region

ASEAN
Emerging Markets
International Bond

AIA confidential and proprietary information. Not for distribution.

China Fund
US Fund

Industry
Specialised

Commodities
Mining
Plantation
Public utilities

125

6.2 Types of Investment-Linked Funds (continue)

Managed Funds
Invest in wide variety of assets
Asset allocation depends on fund managers
view

Balanced Funds
Invest in fixed proportion of specified assets
e.g Equity
70%
AIA confidential and proprietary information. Not for distribution.

Fixed Securities
30%
126

6.3 Risk-Return Profile


Risk

Higher return, higher risk

Equity Funds

Balanced Funds
Managed Funds
Cash
Funds

Bond Funds

Return
AIA confidential and proprietary information. Not for distribution.

127

6.4 Switching
Fund A

Fund B

Useful for
financial
planning

Switching part or all investment


from one fund to another
Free

Free for limited no.


of switches within a
given period,
subsequently
charges imposed

AIA confidential and proprietary information. Not for distribution.

Specific
charge for
each and
every switch
128

| 129

HOW INVESTMENT-LINKED
INSURANCE PRODUCTS WORK

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confidential and
and proprietary
proprietary information.
information. Not
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for distribution.
distribution.
AIA

129

7: How Investment-linked Insurance products Work


Lump sum (Single premium)
Premium Regular payment (Regular premium)
No. of Units
Create new units
Add investment
monies to the
fund

Value
of the
policy

Unit Price
determined by

At any time, policyowner may choose to


Top up to purchase additional units (subject to minimum amount)
Withdrawal sell some units
Surrender sell all the units
AIA confidential and proprietary information. Not for distribution.

130

7: How Investment-linked Insurance products Work


Methods of Calculating Benefits
Single Pricing
One quoted price
Policyowner buy or sell
units at the same quoted
price

Dual Pricing
Offer Price
policyowner buys units
Bid Price
Policyowner sell units

Bid price is always lower than offer price.


Bid-offer spread the difference in the bid and offer price
(explained in chapter 5)

Charges normally deducted are


Policy fee
Administrative charge
Mortality charge
AIA confidential and proprietary information. Not for distribution.

131

7: How Investment-linked Insurance products Work

Single Pricing Method


Number of Units = Premium Charges imposed
purchased
Unit Price
Cash Value

= (Number of Units x Unit Price) (Mortality


charges + Policy Fee)

Annual Yield On
Gross Premium

= (RGP)1/n - 1; n = No. of Years

Return on Gross = Ending Value of Investment


Premium (RGP)
Beginning Value of Investment

AIA confidential and proprietary information. Not for distribution.

132

Sample Calculations: Single Pricing Method


Premium
Unit Price

= RM 4,000
= RM 1

Charges

= 5% (from total premium)

Mortality Charge

= 1% (of fund value)

Policy Fee

= RM100

AIA confidential and proprietary information. Not for distribution.

133

Sample Calculations: Single Pricing Method


Number of Units
purchased

= Premium Charges imposed


Unit Price

= RM 4,000 - (RM4,000 x 5%)


RM 1
= RM 4,000 RM 200
RM 1
= RM 3, 800
RM 1
= 3,800 units

AIA confidential and proprietary information. Not for distribution.

134

Sample Calculations: Single Pricing Method

Cash Value

= (Number of Units x Unit Price)


(Mortality charges + Policy Fee)

= (3,800units x RM1) [(3800 x RM 1) 1%+RM100]


= RM 3,800 - (RM 38 + RM 100)
= RM 3,800 - RM 138
= RM 3,662

AIA confidential and proprietary information. Not for distribution.

135

Sample Calculations: Single Pricing Method


Annual Yield On Gross Premium
Suppose Unit Price after 10 Years = RM 1.97
Annual Yield On
Gross Premium

= (RGP)1/n - 1; n = No. of Years

Return on Gross
Premium (RGP)

End Value of
Investment

= (Number of Units x Unit Price)


(Mortality charges + Policy Fee)

AIA confidential and proprietary information. Not for distribution.

Ending Value of Investment


Beginning Value of Investment

136

Sample Calculations: Single Pricing Method


End Value of
Investment

= (Number of Units x Unit Price)


(Mortality charges + Policy Fee)

= (3,800 units x RM1.97) [(3800 x RM1.97) 1% + RM100)]


= RM 7,486 - (RM 74.86 + RM 100)
= RM 7311.14

Return on Gross
Premium (RGP)
= RM 7311.14
RM4000

Ending Value of Investment


Beginning Value of Investment

= 1.828

The annual yield = (1.828)1/10 -1


= 1.062 - 1 = 0.062 or 6.2%

AIA confidential and proprietary information. Not for distribution.

137

7: How Investment-linked Insurance products Work

Dual Pricing Method


Number of Units = Premium
purchased
Offer Price
Cash Value

= (Number of Units x Bid Price) (Mortality


charges + Policy Fee)

Annual Yield On
Gross Premium

= (RGP)1/n - 1; n = No. of Years

Return on Gross = Ending Value of Investment


Premium (RGP)
Beginning Value of Investment

AIA confidential and proprietary information. Not for distribution.

138

Sample Calculations: Dual Pricing Method

Premium

= RM 4,000

Offer Price

= RM 1

Bid-Offer Spread

= 5% (from total premium)

Mortality Charge

= 1% (of fund value)

Policy Fee

= RM100

AIA confidential and proprietary information. Not for distribution.

139

Sample Calculations: Dual Pricing Method


Number of Units
purchased

= Premium
Offer Price
= RM 4,000
RM 1
= 4,000 units

Cashed in or
Claim
Bid Price
Claim amount

= No. of Unit
Bid Price
= RM 1 x 95% (bid offer spread = 5%)
= RM 0.95
= RM 3,800 (4,000 units x RM0.95)

If unit price increased to RM 1.20, bid price = RM 1.14 (RM 1.20x95%)


Claim amount = RM 4,560 (4,000 units x RM1.14)

AIA confidential and proprietary information. Not for distribution.

140

Sample Calculations: Dual Pricing Method


Cash Value

= (Number of Units x Bid Price) (Mortality


charges + Policy Fee)

= (4,000 units x RM0.95) [(4000 x RM0.95) 1% + RM100]


= RM 3,800 - (RM 38 + RM 100)
= RM 3,800 - RM 138
= RM 3,662

AIA confidential and proprietary information. Not for distribution.

141

Sample Calculations: Dual Pricing Method


Suppose Offer Price after 10 Years = RM 1.97
Bid Price = RM 1.97 x 95%
= RM 1.8715
Annual Yield On
Gross Premium

= (RGP)1/n - 1; n = No. of Years

Return on Gross = Ending Value of Investment


Premium (RGP)
Beginning Value of Investment

AIA confidential and proprietary information. Not for distribution.

142

Sample Calculations: Dual Pricing Method


End value of
investment

= (Number of Units x Bid Price) (Mortality


charges + Policy Fee)

= (4000 units x RM1.8715) [(4000 x RM 1.8715) 1% + RM100]


= RM 7,486 - (RM 74.86 + RM 100)
= RM 7,486 - RM 174.86
= RM 7311.14
Beginning value of investment = RM 4,000 (4,000 units x RM 1)
Return on Gross = Ending Value of Investment
Premium (RGP)
Beginning Value of Investment
= RM 7,311.14
RM 4,000
= RM 1.828

Annual Yield
= (RM 1.828) 1/10 -1
= 1.062 1
= 0.062 or 6.2%

AIA confidential and proprietary information. Not for distribution.

143

7: How Investment-linked Insurance products Work


Withdrawal Benefits

Withdrawal Option
No. of Units
Money receive = No. of units x
Unit/ Bid Price

Fixed Monetary
Units Cancel = Fixed Monetary
Unit/ Bid Price

Eg:

Eg:

No. of Unit = 500


Unit/ Bid Price= RM 2

Fixed Monetary = RM 3,000


Unit/ Bid Price = RM 2

Money receive
= 500 units x RM 2
= RM 1,000

Units cancel

= RM 3,000
RM 2
= 1,500 units

*Surrender value calculation is similar to withdrawal


AIA confidential and proprietary information. Not for distribution.

144

7: How Investment-linked Insurance products Work


Death Benefits
2 types of Death Benefit
Unit Value or Sum Assured
(Whichever is higher)

Unit Value + Sum Assured


RM

RM
Death Benefit

Value of
Units

Value of Unit
Time t

Death Cover /
Sum Assured

Death Cover /
Sum Assured

Years

AIA confidential and proprietary information. Not for distribution.

Years

145

7: How Investment-linked Insurance products Work


Death Benefits

Unit Value + Sum Assured

Single Pricing
Death Benefits = (No. of Units x Unit Price) + Sum Assured
E.g: Suppose Sum assured = RM 5,000; Unit price = RM 1.22 at the time
of death
Death Benefits = 3,800 unit x RM 1.22 + RM 5,000
= RM 9,636
Dual Pricing
= (No. of Units x Bid Price) + Sum Assured
E.g: Suppose Sum assured = RM 5,000; Offer price = RM 1.22 at the
time of death
Bid price = RM 1.159 (RM 1.22 x 95%)
Death Benefits = 3,800 unit x RM 1.159 + RM 5,000
= RM 9,636
AIA confidential and proprietary information. Not for distribution.

146

7: How Investment-linked Insurance products Work


Death Benefits

Unit Value or Sum Assured, (Whichever is higher)

Single Pricing
Death Benefits = (No. of Units x Unit Price)
Dual Pricing
= (No. of Units x Bid Price)
Death Benefits for both calculation = RM 4,636
Death Benefits payable will be RM 5,000
(Death Cover / Sum Assured)

AIA confidential and proprietary information. Not for distribution.

147

7: How Investment-linked Insurance products Work


Regular Premium Policies
Policyowner:
Are required to pay premiums regularly but enjoy the
flexibility of:
Being able to vary the level of premium
Doing single top up
Taking premium holidays
May surrender all or part of his unit
May vary the sum assured without changing his premium
May also increase or reduce his regular premium
*Note: Check out more scenarios from The MII text book
AIA confidential and proprietary information. Not for distribution.

148

| 149

BENEFITS AND RISKS OF


INVESTING IN INVESTMENT-LINKED
FUNDS

AIA confidential
confidential and
and proprietary
proprietary information.
information. Not
Not for
for distribution.
distribution.
AIA

149

8: Benefits and Risks of Investing In InvestmentsLinked Funds

Investment-linked
Insurance Plan

Protection

Premium
to be allocated to
protection or
investment

Investment
to invest in the funds
that you choose

AIA confidential and proprietary information. Not for distribution.

150

8: Benefits and Risks of Investing In InvestmentsLinked Funds

Policyowner can access to a pooled or


diversified portfolio of investment.
Policyowner can easily change the level of his
premium payment.
The funds are managed by professional fund
managers in accordance with the investment
objectives.

Policyowner can get access to a well diversified


investment-linked funds.
Policyowner is relieved of the day-to-day
administration of his investment, just has to keep
track through the unit statement provided regularly.

AIA confidential and proprietary information. Not for distribution.

151

8: Benefits and Risks of Investing In InvestmentsLinked Funds

Cash and maturity values will rise and


fall based on the fund invested
With equity fund, policyowner may
expect to achieve higher return than
traditional product over long term
The administrative fee, insurance
charge, fund management fee etc are
usually not guaranteed
They are subject to regular review and
can be changed by insurance company

AIA confidential and proprietary information. Not for distribution.

152

| 153

COMPARISON BETWEEN
INVESTMENT-LINKED LIFE
INSURANCE AND TRADITIONAL
WITH PROFIT LIFE INSURANCE
PRODUCTS

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confidential and
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proprietary information.
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distribution.
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153

9: Comparison between Investment-linked and


Traditional with Profit Life Insurance Products

Comparison Criteria

Investment Returns
and Risks

Death Benefit

Premium
Computation

AIA confidential and proprietary information. Not for distribution.

Option to Top-up

Surrender Value

154

9: Comparison between Investment-linked and


Traditional with Profit Life Insurance Products

Introduction
Traditional Guaranteed
without Profit Products
Guaranteed a fixed rate
of return
E.g: Term Insurance, non
participating insurance

AIA confidential and proprietary information. Not for distribution.

Traditional with-profit
Products
Similar to without profit
insurance but profit are
added to the sum
assured
E.g: whole life,
endowment insurance

Investment-linked
Products
Wholly or partly
determined by reference
to the value of invested
property/ index

155

9: Comparison between Investment-linked and


Traditional with Profit Life Insurance Products

Investment Returns and Risks


Traditional Guaranteed
without Profit Products
A fixed amount is made
when the insured dies
within the term or period
of assurance
The amount payable
does not depend on the
investment performance
of the company
No investment risks
except he risk of
insolvency of the
company

AIA confidential and proprietary information. Not for distribution.

Traditional with-profit
Products
Bonuses can be
allocated as an addition
to the sum assured
Bonus are not directly
linked to the investment
performance, it has been
smoothened by the life
office
E.g: Cash bonus,
reversionary bonus,
terminal bonus

Investment-linked
Products
Policy values vary
according to the values
of the underlying assets
that the policy tied to.
The investment returns
and risk are directly
transferred to the
policyowners.

156

9: Comparison between Investment-linked and


Traditional with Profit Life Insurance Products

Premium Computation
Traditional Guaranteed
without Profit Products
Premium is determined
and fixed at inception
Life company may not
alter the terms and
conditions without the
agreement of
policyowner
Sum assured driven

AIA confidential and proprietary information. Not for distribution.

Traditional with-profit
Products
Premium is determined
and fixed at inception
Life company may not
alter the terms and
conditions without the
agreement of
policyowner
Sum assured driven

Investment-linked
Products
Policyowner has the
flexibility in changing
their premium payments,
top up or take premium
holiday
Life office may also retain
certain right to alter
charges, like monthly
policy fees
Account driven

157

9: Comparison between Investment-linked and


Traditional with Profit Life Insurance Products

Death Benefits
Traditional Guaranteed
without Profit Products

Traditional with-profit
Products

Death benefit (sum


Death benefits is fixed
assured) is determined at
sum assured plus
inception
accumulated bonuses
less any outstanding
Life company may not
policy loans and
alter the terms and
automatic premium loans
conditions without the
(inclusive of interest)
agreement of
policyowner
Maturity benefits is fixed
sum assured plus
bonuses accumulated
less any outstanding
policy loans and
automatic premium loans
(inclusive of interest)

AIA confidential and proprietary information. Not for distribution.

Investment-linked
Products
Single Premium plans
Minimum sum
assured or value of
units at bid price,
whichever higher
Minimum sum
assured plus value
of units
Regular Premium Plans
Sum assured or
value of units at bid
price
Sum assured plus
value of units at bid
price
158

9: Comparison between Investment-linked and


Traditional with Profit Life Insurance Products

Surrender Value & Option to Top up


Traditional Guaranteed
without Profit Products

Traditional with-profit
Products

Investment-linked
Products

No surrender value
except plan with terms
more than 20 years

Cash surrender value


includes surrender value
reversionary bonus
Usually higher than the
without profit policy

Surrender value is
market price x unit / bid
price

Depends on policies
Sum assured can be
increased each year by a
set percentage of the
original sum assured

Very few with profit


policies allow the option
to top up
Similar to the without
profit policies

Allow policyowner to buy


additional number of
units without taking out a
new policy

AIA confidential and proprietary information. Not for distribution.

159

| 160

10

TAXATION AND LAW COVERING


INVESTMENT-LINKED LIFE
INSURANCE PRODUCTS

AIA confidential
confidential and
and proprietary
proprietary information.
information. Not
Not for
for distribution.
distribution.
AIA

160

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Taxation are treated


same manner as other Insurance policies

Investment-linked business governed by


Insurance
Act 1996

Contract
Act 1950

AIA confidential and proprietary information. Not for distribution.

Companies
Act 1965

Common
Law

161

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Income Tax Act 1967


The premium is allowable for tax relief when
the life Insurance or deferred annuity is:
a. on the individuals life
b. on the life of the
spouse of the individual
c. on the joint lives of the
individual and his/her spouse

AIA confidential and proprietary information. Not for distribution.

162

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Total Relief Allowable


RM6000 per year
* No longer subject to
7% limit

Additional Tax Relief


RM3000
From 1996 budget

AIA confidential and proprietary information. Not for distribution.

All
Alllife
life
insurance
insurance
premiums
premiums

Approved
ApprovedFund
Fund
(e.g.
(e.g.EPF)
EPF)

Education
Educationand
and
medical
medicalinsurance
insurance
premium
premium

163

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Insurance companies
Taxed at 8% of chargeable income
and realized capital gain of a life
fund
Proceeds distributed to policyowners
are tax-free

AIA confidential and proprietary information. Not for distribution.

164

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Insurance act, 1996 & regulations

The main purposes of regulation included:I) The protection of public interest


Ensuring the insurer is financially solvent and able to meet its obligations

II) The promotion of fairness and equity

Ensuring that the insurers, insurance brokers adjusters are fair and
equitable in their dealings with clients and claimants

III) The fostering of competence


By insisting a high level of professionalism competence and integrity

IV) The playing a developmental role


To in the take an active part economy development of the country

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165

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Investment-Linked Insurance Business


Section 7(2)(b) defines as
Effecting and carrying out of a contract of
insurance on human life or annuity where the
benefits are, wholly or partly, to be determined
by reference to the value of, or the income
from, property of any description or by
reference to fluctuations in, or in an index of,
the value of property of any description

AIA confidential and proprietary information. Not for distribution.

166

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Insurance Act 1996 Section 7(1)(b)


To carry out the investment-linked life insurance business:
1)Prior written approval by Bank Negara Malaysia
2)Detailed business plan to be submitted to BNM

Insurers are also required to maintain separate funds in respect


each inv link funds

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167

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Investment Limits
BNM Circular JPI:1/1997
Specification of Assets for the purpose of a Licensed Insurer Margin of
Solvency which specifies that Investment-linked funds :
are not applicable to licensed insurers margin of solvency
could be invested 100% in equity
are subject to the general restrictions to reduce the risk exposure to any
once company

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168

Investment Limits general restriction


Investment in securities in any one investee should not
exceed:
5% paid up capital of the investee Company
5% of the total value of the assets of the fund
whichever is lower
Investment in loans or debentures to anyone borrower
or group of borrowers should not exceed 5% of the total
value of the assets of the fund

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169

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Age limit of
Policyowner

Free Look
provision

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At least 18 years old

Policyowner may cancel the policy


and get premium refunded within 15
days after delivery of policy

170

10: Taxation And Law Covering Investment-Linked Life


Insurance Products
Minimum Death Benefits & Premium Payment for
Single Premium
Minimum Death Benefits

RM5,000 or 125% of single


premium, whichever is higher

Minimum Premium Payment

At least RM3,000 payment

Intermediation

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Basic qualification: CEILLI exam


Specifically trained & equipped with the
product knowledge

171

10: Taxation And Law Covering Investment-Linked Life


Insurance Products

Disclosure of Information
Sales Materials/Illustrations must contain
1) General description of the investment policy and objective
of the fund and the manner investment income distributed
2) Policy benefit based on the performance the funds and
factors affecting the policy Benefits
3) Investment risks solely borne by policyowner must clearly
informed
4) Max amount of initial charge, management
fee, mortality cost and any other charges must be stated

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172

Disclosure of Information (Continued)


Disclosure of Information
Sales Materials/Illustrations must contain
5) The basis of computation for benefits, bid and offer price,
units allocation and unit cancellation
6) The basis and frequency of valuation of underlying assets
7) All guarantees and non guarantees facts and benefits
8) Statement of fund performance for past 5 years
9) Clear worded warning that policy value may rise or fall,
results shown for illustration, fund performance is not
guaranteed
10)Any information Bank Negara deemed necessary
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173

Statement to policy owners


Fund performance report to policyowners
Refer to the book

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174

| 175

11

IDENTIFYING AND SATISFYING


CUSTOMERS NEEDS

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confidential and
and proprietary
proprietary information.
information. Not
Not for
for distribution.
distribution.
AIA

175

11: Identifying And Satisfying Customers Needs


Structured approach is important for an effective advice
The process of providing advice involves 7 stages :
a)
b)
c)
d)
e)
f)
g)

Establishing Relationship with the Client


Gathering all relevant Financial Data
Establishing current Financial Position and Goals
Developing plans and strategies to meet the goals
Discuss possible recommendations
Implementation of the agreed recommendation
Monitoring the portfolio

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176

11: Identifying And Satisfying Customers Needs


The process of providing advice
Stage 1 Establishing Relationship with the Client
- Convince client that he is able to assist the client to fulfil financial goals
- Do a preliminary screening of clients financial objectives and goals
Stage 2 Gathering all relevant financial data
To obtain all relevant information about the
customer in order to do an analysis
Customers Personal and Dependents details
Life and Financial Priorities and Goals
Risk Profile
Net Worth Analysis
Cash Flow Analysis
Recommendations and Record of Advice
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177

11: Identifying And Satisfying Customers Needs


The process of providing advice
Stage 3 Establishing Current Financial Position and Goals
- After gathering all relevant data, agents to analyse and establish clients
financial position and also future goals
- This will allow agents to come up with a blue print for a recommendation
Stage 4 Developing Plans and Strategies to meet the Goals
Adequate Insurance Coverage for
Liability cancellation, basic Protection and medical cover, disability
cover, dread diseases cover etc

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178

11: Identifying And Satisfying Customers Needs


The process of providing advice
Stage 5 Discuss Possible Recommendations
Explaining the
recommendations

Provides options
and alternatives
open

Reviews
Recommendations

Stage 6 Implementation of the agreed recommendations


- Once agreed, agents put into effect all recommendations
- Implementation is done
- Any changes must be communicated with client before putting it through

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179

11: Identifying And Satisfying Customers Needs


The process of providing advice
Step 7 Monitoring the portfolio
- Regular monitoring of clients portfolio
- Ensure clients are informed of the progress of their policy
- Ensure client get quarterly or half year report by Insurer
- Assist client to make necessary switching and adjustment to ensure
the clients gets the best returns from the policy
-Ensure policy review is done half year or yearly basis, adhoc review
can be done if there is a special need
- Allow agents to obtain quality referrals and cross sell

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180

| 181

12

MARKETING AND AFTER SALES


SERVICES, ETHICS & CODE OF
CONDUCT

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confidential and
and proprietary
proprietary information.
information. Not
Not for
for distribution.
distribution.
AIA

181

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.1 Marketing
Definition: the management process responsible for identifying,
anticipating satisfying customers requirements profitably
Sales
Orientated

In the past, role is strictly to sell company


developed products
hard sales technique are frequently used to
stimulate customers interest
Customers do not understand, meet their needs,
or not afford to pay

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182

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.1 Marketing
Market
Orientated

Role of the sales & marketing dept is to


determine the needs of customers and satisfying
these needs by dev and distributing appropriate
policies

Generally functions
Planning & control dev marketing plan and controling its results
against the plan by making necessary changes
Market identification selection of segments of the market
Product development develop appropriate policies to meet the
needs of the segments
Selection of distribution channel identify and select the suitable
channel for distributing the policies to the customers
Promotion suitable promotional activities including advertisement,
sales promotion etc
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183

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.2.1 A Market Oriented Agent


Objectives: To satisfying customers' requirements and
needs, and at the same time earn an income for himself
Sales Plan which allows planning and controlling
Sales goal
Objectives: Target market
Strategy
Implementation
and control
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184

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.2.2 Customer Buying Decision Process


1. Problem
recognition
5. Post- purchase
evaluation

4. Purchase

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2. Information search

3. Evaluation of alternative
policies

185

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.2.3 The Selling Process


1.Locating prospective
customer

5. Closing the sales

4. Handling
objections

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2. Create sales
presentation

3. Conducting sales
interview

186

12: Marketing And After Sales Services,


Ethics And Code of Conduct

Agents role after closing the sale:


a. Application is complete and all the proposer's answers
have been recorded accurately clearly;
b. Providing timely response to any applicant or company
questions or requests.

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187

12: Marketing And After Sales Services,


Ethics And Code of Conduct
Delivery of a policy gives the agent an opportunity to perform the
following :a)Dispel the customer's cognitive dissonance
b)Provide a basis for future sales by reminding the policyowner about
any currently unmet or future financial needs or expectations;
c)Re-emphasize the insurance agent's commitment to providing the
policyowner quality service;
d)Encourage the policyowner to call the agent
e)Explain the policy's provisions, terms and conditions
f)Obtain names of referred leads and other prospects
g)Strengthen the customer relationship and help encourage
persistency

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188

12: Marketing And After Sales Services,


Ethics And Code of Conduct
Ethics & Conducts
Ethics should include :a)Behaving with Complete Integrity in an Insurance Agent's Professional
Life
b)Complying with the Law and with the Best Principles and Practice relating
to Financial Advice
c)Behaving in a Professional and Honourable Manner towards client,
customer and whoever the Isurance Agent is in Contact in Business
d)Observing and Applying the Relevant Codes of Good Practices

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189

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.3.1 LIAMS GUIDELINES ON THE CODE OF CONDUCT


Part I - Guidelines on the Code of Conduct.
Part II Life Insurance Selling.
Part III Statement of Life Insurance Practice.
Part I - Guidelines on the Code of Conduct.

Statement of Philosophy.
Coverage.
Monitoring Devices.
Seven Principles of the Guidelines.
Code of Conduct.

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190

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.3.1 LIAMS GUIDELINES ON THE CODE OF CONDUCT


Part II Life Insurance Selling.
Introduction.
General Sales Principles.
Explanation.
Disclosure of Underwriting Information.
Accounts and Financial Aspects.

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191

12: Marketing And After Sales Services,


Ethics And Code of Conduct

General Sales Principles


The intermediary shall :
Produce Registered Intermediary Authorization Card
Ensure the policy proposed is suitable to the needs
Give advice only
Treat all information as completely confidential
Make comparisons with other types of policies, make
clear different characteristics of each policy
Render continuous service to the policy holder

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192

General Sales Principles


The intermediary shall not:
Make inaccurate or unfair criticism of any insurers
Attempt to persuade a prospective policy holder to cancel any
existing policies unless these are clearly unsuited to the policy
holders needs

Twisting

To discontinue a policy or to have a policy made


paid-up and replace a new one in another company
or the same company

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193

12: Marketing And After Sales Services,


Ethics And Code of Conduct

12.3.1 LIAMS GUIDELINES ON THE CODE OF CONDUCT


Part III Statement of Life Insurance Practice.
Introduction.
Claims.
Proposal Forms.
Policies and Accompanying Documents.
Sales Materials/Advertisements.

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194

Important Chapters in Exam

Focus on..

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195

Exam Questions Analysis

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196

Thank You

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