Introduction

The purpose of this chapter is to reflect upon opportunities available to takaful operators 1 to think out of the box and leverage their unique strength to offer something above that offered by conventional insurers. Some of the concepts discussed below, although unconventional, are put forward on the assumption that there are customers who expect more than the usual material benefits. It is important to understand that, to some customers, spiritual benefits can be as important if not more important in their buying decision.