With over 30 years of experience in the insurance industry, what are some of the biggest challenges you’ve seen the industry face during that time?

Wow, so much has changed! When I started in travel insurance back in 1986 as a claims negotiator – it feels like yesterday – the [UK] industry was dominated by giants like Lunn Poly, Going Places, and Thomas Cook, sometimes with multiple shops on the same street. The two-week European rate was king (get that wrong at your peril!), and we still used Dictaphones and typing pools. The big insurers were Home & Overseas, TIA, and the Bishopsgate. There was no internet or Google; insurers didn‘t sell directly, and travel insurance was mostly sold through bricks-and-mortar agencies.

Today, everything’s different. Natural disasters, political instability, and shifting consumer behaviours keep us on our toes. Consumers now expect personalised, flexible products – unheard of back then.

Yet making a profit remains a challenge, especially in mature markets with high costs and loss ratios. We’ve not helped ourselves; the lack of innovation makes it tough to tell one product from another, leading to price wars where service and product fail to stand out.

For over 10 years, I’ve been developing the WIS brand in the Middle East. Here, the challenges are different: low penetration rates and the need to educate consumers about the importance of travel insurance. As an insurtech, we partner with insurers to embed products into sales journeys, making insurance more accessible – key to boosting conversion.

As the Managing Director and Co-Founder of WIS, could you describe your key responsibilities and how WIS’s solutions benefit the insurance industry?

My focus is driving strategy and ensuring we stay ahead of industry trends. But I also make sure we remain grounded in our entrepreneurial roots. I believe in spotting new opportunities and empowering my team to act. As an insurtech company, our job is to help insurers get products to market faster, improve cost efficiencies and penetration, and, ultimately, drive consumer satisfaction.

Our solutions make it easy for insurers to offer the right product at the right time

Our solutions make it easy for insurers to offer the right product at the right time. By integrating digital distribution technology, we allow insurers to become more agile and responsive to consumer needs. It’s about simplifying the buying process and meeting customers where they are – whether that’s online with an airline or online travel agent (OTA), through a travel agent, or directly on their mobile device.

How has your experience in the industry shaped your approach to leading WIS?

Always have fun. Business can be challenging and full of ups and downs; if you are not enjoying ‘the game’, get out!

Know your numbers – being very focused on the bottom line is key, especially for a self-funded small or medium-sized enterprise (SME). Make sure the fundamentals are right and have well-governed business models and systems to keep track.

Doing the right thing has always been important to me, even if that costs money. Better to sleep at night with less in the bank, rather than compromise on values.

And, likely most importantly, having the right team ethic and people is key. We are blessed at WIS to have some of the best people, and they take all credit for the success that we have achieved.

What changes have you seen in the Gulf Cooperation Council (GCC) insurance market in recent years?

The GCC market has evolved rapidly, especially post-pandemic. We’ve seen a significant uptick in insurance penetration, particularly as governments in the region enforce inbound travel insurance products more strictly. However, there’s still a long way to go when compared to other more mature markets.

The most noticeable shift has been the move to digital. Consumers and businesses alike are now more comfortable interacting online, which has created opportunities for insurers to engage through digital channels. We’ve also seen growing numbers of inbound and outbound travellers, which means more demand for tailored insurance products.

Overall, the market is becoming more sophisticated, but there’s still a need for more innovative products that address the specific needs of this region’s growing customer base.

What do you see as the biggest challenges and opportunities right now in distributing travel-related products, particularly in the fast-changing GCC market?

Biggest challenge? Consumers just aren’t aware! Many see insurance as a visa checkbox, not real protection, which hurts conversion rates. We need to educate them on the true benefits to change this mindset.

Then there are the distributors. Many don‘t know how to properly educate customers or they‘re stuck with outdated systems that aren’t customer-centric. This creates a gap between what consumers need and what’s offered.

Solution? Distributors need modern digital tools and better educational content to clearly communicate the value of insurance. By fixing these gaps, we can boost consumer education and increase attachment rates.

But there’s huge opportunity too! The growing online space means more travellers are booking trips and insurance together seamlessly. Non-travel brands are jumping in, offering coverage – which is exciting. There’s real potential for direct-to-consumer models and embedded insurance solutions where coverage is part of the booking process.

At WIS, we’re seizing these opportunities by embedding insurance at key points in the customer journey. By making insurance a natural part of booking, we help insurers increase adoption and deliver more value to customers.

As a member of the ITIC Middle East and Africa (MEA) Committee, what are your hopes for how the conference can help drive progress in the industry?

As a member of the ITIC Committee, I see it as a vital platform for the travel and insurance markets. It’s where industry leaders can share knowledge, network, and collaborate on solutions to drive the industry forward. ITIC also plays a crucial role in consumer education and digital transformation, offering a go-to space for staying ahead of trends and innovations while fostering a community of like-minded professionals committed to progress. The key here is collaboration. We need more support from both cedants and reinsurers to push the industry forward. One of the main challenges we’re facing is educating both distributors and consumers on the value of insurance. It’s not just about offering a product; it’s about making sure that people understand what they’re buying and why they need it.

I also see a great opportunity to solve for impaired medical risk. It’s a niche but important area, and I believe we can do more as an industry to better serve these customers. ITIC MEA provides a great platform for those discussions.

WIS has built strong partnerships with insurers and distributors across the GCC, and worldwide. What qualities do you look for in a partner to ensure a mutually beneficial and long-lasting collaboration?

The partnerships that truly endure are those where both parties benefit and adopt a win-win mindset. We need partners who are engaged, committed, and willing to test, test, test. Success doesn’t happen overnight – trial and error are part of the journey. What’s crucial is the determination to pivot and find solutions together.

At WIS, we push boundaries and try new ideas. The strongest partnerships come from a shared mindset: taking risks, learning from failures, and adapting quickly. Mutual respect is key – both sides invested and ready to put in the work. That’s how you build relationships where everyone benefits.

The strongest partnerships come from a shared mindset: taking risks, learning from failures, and adapting quickly

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We prioritise tech-savvy partners ready to embrace digital transformation. The insurance industry moves fast; staying ahead means being open to new approaches and always striving for better results. This continuous spirit of innovation keeps partnerships not just alive but thriving.

Technology plays a crucial role in your company’s solutions. How is WIS embracing new technological advancements, and what innovations are you most excited about implementing in the near future?

At WIS, technology is at the heart of everything we do. From a bootstrapped startup, we’ve built a cutting-edge tech solution that doesn’t just compete with legacy platforms – it elevates the entire experience for distributors and consumers. We’ve harnessed innovation to accelerate speed to market, enabling rapid go-to-market penetration. This agility puts us ahead of the curve, empowering our partners to launch faster and achieve more in today’s competitive landscape. Exciting new developments are on the horizon, and we’re just getting started!

We’re constantly innovating. One area we’re really focused on is using application programming interfaces (APIs) to offer tailored products and pricing based on the consumer’s specific needs. This directly boosts conversion rates by showing customers the most relevant offer at the right time.

Another game-changer we’re excited about is e-claims. Simplifying the claims process for consumers and insurers is huge. We’re also working on better serving customers with pre-existing conditions – a massive untapped market.

Plus, we’re expanding our ancillary offerings like lounge access and eSIMs. These additional products not only provide more value to consumers but also create new revenue streams for insurers.

Looking ahead, what’s next for WIS? Are there any upcoming projects or expansions that you’re particularly excited about?

Looking ahead, we’re focused on making the adoption of insurance products more seamless through embedded distribution, ensuring users can easily access coverage when they need it. We’re expanding into new markets like Pakistan and strengthening partnerships with airlines and OTAs to offer tailored solutions, as well as continuing to grow our direct brand, moocover.com. (Moo is the name of my dog!)

Our advancements in artificial intelligence (AI) and omnichannel claims management will streamline the claims process, while new products for customers with impaired risk will provide more inclusive coverage options. Ultimately, we’re committed to enhancing accessibility and efficiency for both distributors and consumers.