Company Profile

Company Profile
HEAD OFFICE
PT. AJ. Sequis Life

Sequis Center 6th floor
Jl. Jendral Sudirman no. 71
Jakarta 12190
Phone : (021) 5223 123
Fax : (021) 5213 579 - 580
www.sequislife.com
Table of Contents
For A Better Tomorrow
04
Letter from the President
05
Vision & Mission
06
Milestones
08
Values
09
Achievements
10
Backup Partners
peace of mind. Holding the future in our hands, we will continue the journey to build
12
Product Portfolio
a better tomorrow to more people across the nation.
14
Corporate Social Responsibility
15
Sequis Financial
20
Success Story
21
Dreams & Passion
22
Network
Starting from a small corporation, we are striving to surpass our competitors by providing
highest quality financial products and services to the customers and now becoming one
of the most successful, fastest growing life insurance company in Indonesia. We develop
products and services to meet our customers needs, giving them security, benefit and
LETTER FROM THE PRESIDENT
VISION & MISSION
Taking a Quantum Transformation Towards a Better Future.

Nearly seven and half years ago, we dared to face
the stringent challenges to acquire New York Life
International Corporations stake in PT AJ Sewu New
York Life, and in late 2005 we had another opportunity
to acquire Met Life Incorporations stake in PT AJ Met
Life Sejahtera Indonesia. We are proudly saying that
against all odds, our post acquisition track records
show smooth transition period.
We have become one of the premiere life
insurance companies in Indonesia that garnered many
awards, among others as the Best Managed Life
Insurance Companies in Indonesia for two
consecutive years in 2005 and 2006, also Top 50
Indonesia Corporate Brands in 2010.
Our milestones shall serve as inspiration to move
to greater heights-fast growth! We shall not unwind in
the time of success and will keep on striding. For us, it
is not enough just to have a brilliant strategy,
blockbuster products or breakthrough technology. We
are striving to reinforce ourselves toward the
competitors. Our solid strategy will take us into a
quantum leap. In this stage, it is crucial to transform our
principles, people and business process.
We create new standard procedures to be

implemented locally by adopting and developing global
functional process. It is equally important to build
bridges across silo within the company, as well as
between our company and the market. Lastly, our
business growth will be much faster by getting the
right talents, help them to engage and build their
capabilities. This, of course, has to be supported with
collaborative culture. The leaders are expected to give
agile and sound decisions, and employees are
engaged to deliver our vision and strategy. Only then,
we can have a real transformation that will deliver the
desired business result.
On behalf of the Board Members. I would like to
sincerely thank all our employees, business partners
and associates, and especially our valuable clients
who have been supportive in making Sequislife and
Sequis Financial, stronger and bigger life insurance
companies. Let us work hand in hand to strive to have
successful journey into the Quantum Transformation
phase - A journey to become the Life Insurance
companies of choice in Indonesia.
OUR VISION
OUR MISSION
To be the company of choices and market leader in Indonesia
To our Customers,
Life Insurance Industry.
Sequislife will provide:
Sequislife is consistently striving to be the leading insurance
Highest quality products.
Innovative and Caring Service.
company with preferred products for family financial planning.

Our strategy calls for further services and the expansion of the
To our Business Associates and Employees,
product innovations to continuously provide competitive
financial solutions.
Continuously growing career opportunities.
On-going professional development.
An environment with the best and latest international

management practices.
To our Shareholders,
Attractive returns on investment.
Enhanced shareholders value.
To our Indonesian Communities,

Sequislife will commit to:
Uphold the highest standards of integrity in

the life insurance industry.
Contribute to Nation Building.
Provide the best protection for A Better Tomorrow.
Tatang Widjaja, President Director & CEO

4
Sequislife | For A Better Tomorrow
Company Profile
MILESTONES
For the Best in Each Step.

Sequislife was incorporated more than 25 years
In late 2005, the company acquired Met Life
ago under the name of PT Universal Life Indo.
Indonesia to accommodate its expansive growth
In 1992, it became Sewu New York Life, established
and changed its name to Sequis Financial, a wholly
under joint venture agreement with New York Life
owned life insurance company by Sequislife.
(NYL) International Incorporation. Since the very
In July 2009, as part of our long term strategy to
beginning, the company has shown very strong
accommodate the companys strong competitive
commitment
growth and strong expansion, we have acquired
in
establishing
international
life
insurance standard for the customers.
Sequis Center building, located in the Central

Business District, as the reflection of our strong
In 2003, the company acquired all of the NYL

shares, changed its name to Sequislife and
commitment for achieving better, faster and higher

level of service.
introduced a new slogan For A Better Tomorrow.
1984
1992
2003
2005
2009
2010
The Company in Brief : Significant Events

1984
Established under PT Universal Life Indo.
2004
Grew numbers of policy holders to more than 100,000

people.
1992
Entered into joint venture agreement with New York Life
2005
(NYL) International Incorporation under the name of
Sewu New York Life.
2003
agent licensing.
growth and changed its name to Sequis Financial, a wholly
2009
owned life insurance company by Sequislife which is
Sequislife.
Acquired its own office building Sequis Center located in
Adding more policy holders to more than 200,000 people.
Central Business District.
2010
2007
Launched Sequislife Training Academy of Excellence (STAE)

facility, including the newly set up AAJI online test room for
Acquired Met Life Indonesia to accommodate our expansive
Business, Bancassurance, Telemarketing).
across Indonesia.
focusing in Alternative Distribution Channel (Institutional
Acquired all of NYL shares and changed name to
Expanded its distribution to more than 100 sales offices
Recorded growth of asset to more than IDR 5 trillion.
Launched new National Service Center as our commitment

to deliver better service and customer experience.
Achieved total premium income growth to more than

IDR 1 trillion.
Company Profile
VALUES
ACHIEVEMENTS
Recognized to Bring Challenges, to Achieve Tomorrow.

Our success can be measured through others
acknowledgements.
Since
our
Beyond those, Sequislifes innovative vision has
establishment,
been awarded with Mobile Sales-Innovation Award
Sequislife has obtained Very Good predicate from
from the Indonesia Research & Technology Ministry,
Info Bank, awarded as Best Life Insurance by
while our brand originality has been acknowledged
Business Indonesia, before taking the stage 3rd
by SWA Magazine as the only life insurance
Good Life Insurance Company in 2009 as well as
company in Top 250 Indonesia Original Brands
Best Life Insurance Company in 2010 from Media
2009 and Top 50 Corporate Brands 2010.
Asuransi.
We Value Our Customers in

Every Way.
It is not about what you know, but what you do
about it that matters in this life. Sequislife is not just
a brand name for us, it carries out our commitments
and strong values.
VALUES
S : Security
Financial Strength and Stability
E : Empowerment
Sense of Ownership and Accountability
Q : Quest for Knowledge
Continuous Learning and Improvement
U : Unity
Together Everyone Achieves More
I : Integrity
Honest, Open and Trustwothy
S : Service Excellence
Beyond Customer Expectation
2009 3rd Good Life Insurance
2009 1st Good2010

LifeBest
Insurance
Life Insurance
2009 3rd Good Life Insurance
2010 Best Life Insurance
2007
2009
2010
2011
Top 25 Best IT System

Top 250 Indonesia Original Brands
Top 50 Indonesia Corporate Brands
Indonesia Original Brand
2005 Asuransi Jiwa Terbaik


2002
2004
2005
2011
Very
Very
Very
Very
Good
Good
Good
Good
Predicate
Predicate
Predicate
Predicate
2009 Most Innovative Customer
Most Innovative Customer

2007 Top 25 Best2009
IT System
2009 Top 250 Indonesia Original Brands
2010 Top 50 Indonesia Corporate Brands
2005 Mobile Sales (Innovation Award)
2009 Nominator
2010 Bronze Award
2002 Very Good Predicate

2011 MURI
Perusahaan
Asuransi Jiwa Lokal

Pertama di Indonesia yang Mengakuisisi
2(Dua) Perusahaan Asuransi Jiwa Asing
Perusahaan asuransi Jiwa Pertama yang
Mengadakan Malam Penghargaan di Luar
Negeri (Australia) dengan Bertemakan
Busana Batik
2005 Mobile Sales (Innovation Award)
Company Profile
BACKUP PARTNERS
Together, Making Your

Dreams Come True.
BACKUP PARTNERS
Schroders
Being a global asset management company with over 350
Sequislife combines a competitive marketing
portfolio managers, Schroders is proven to be a trusted and

credible investment partner for Sequislife. Throughout our
strategy by providing financial products and best
partnership, we have managed to deliver value to our

customers in the area of asset management with our Unit
service as well as providing innovative investment
Link products.
security guarantees to its customers according to

the international insurance standards. We work with
Munich Re
Munich Re is a reinsurance company based in Munich,
one of the most credible global investment manager
Germany. It is one of the worlds leading reinsurer. Munich
and several world - class reinsurance companies
about 150 countries. It assumes part of the risk covered by
Re has around 4,000 clients (insurance companies) in

these
that have trusted reputation and are rated excellent.
insurance
companies,
as
well
as
providing
comprehensive advice on insurance business.
Scor Vie
SCOR is France's leading reinsurance company and one of
the world's top ten "insurer's insurers." SCOR provides
facultative and treaty reinsurance to property-casualty and
life insurance companies. A global company, with operating
units in the United States, Canada, Germany, the United
Kingdom, Singapore, Japan, Hong Kong, Italy, Bermuda,
and other major countries and cities throughout the world.
Scor Vie is a subsidiary company of SCOR.
10
Company Profile
11
PRODUCT PORTFOLIO
Sequislife, For Your

Life-Style and Peace of Mind
No one knows where the future will lead, but we
are committed to serve and protect you and your
loved ones like there is no tomorrow.
PRODUCT PORTFOLIO
Protection
Dont let a broken heart takes more than it does from your loved
ones. Earn a peace of mind by having life protection. Their future
happiness is part of your todays responsibility.
We understand that each and every individuals and institutions

have their own uniqueness, but in the end they have the same
aspirations. They want to have financial protection in the future
Investment
The best option to accumulate your wealth while protecting your

life. Our comprehensive products will maximize your investment
and aiming for timeless peace of mind.
values and professionally managed by one of the most

Being able to predict the future economic outlook does not give
acknowledged global fund manager, PT Schroder Investment
you a certainty about the future. We are focusing in
Management Indonesia
understanding the need of each individual and institution, we

participate and commit to be your trusted partner in creating
Education
Embrace the continuously increasing education expenses with
your life style. Through the good or lean years, there is always
peace of mind by assuring financial certainties for your
hope for a better tomorrow. We will never stop to grow and
childrens education. Their success is in your hand.
always evolve in being part of your life style in creating a better

future.
Health
When your health is at stake, make sure that you dont have to
deal with your illness and unbearable medical expenses at the
Therefore, we ensure that our comprehensive products line up
same time. Own a comprehensive medical benefit which offers
will be the right solution for any of your financial purposes.
as-charged reimbursement, cashless payment and travel

emergency medical assistance facilities.
Retirement
Sit back and relax, enjoy your long and pleasant retirement time
alongside with secured financial condition after working very
hard for most of your life. Give yourself a pat on your back for
having reliable pension plan. Life is worth living for!
12
Company Profile
13
CORPORATE SOCIAL RESPONSIBILITY
CORPORATE SOCIAL RESPONSIBILITY

Sequis Simpati Goes to Padang
Sequislife built on the initiative to raise fund for our branch and
colleagues in Padang. On January 18th 2010, Sequis Simpati
successfully handed over a total donation of IDR 100 million.
Our Way of Giving Back.

To love our country, our nation and our people is
not enough to be said but to be done. We are
Sequis Simpati in USC-HEPI Golf Charity Tournament

Attended by more than 100 participants, the charity event which
was dedicated for the Padang, Sumatra Barat earthquake
victims successfully raised a total donation of IDR 105 million to
be channeled through Yayasan Kasih Peduli Manusia Indonesia
(YKPMI).
creating a symbiotic mutualism between the

companys values and what the Indonesian needs.
From Sequislife to Aceh & Sumut, WITH LOVE

Sequislife Insurance, in partnership with Habitat for Humanity
Start from building our own consciousness, we are
Indonesia has given IDR 1 billion to rebuild houses for Tsunami
implementing our corporate social responsibility as
Sequislifes home office. The company has also given out 40
our way to build the nation.
victims in Aceh. The event was held on October, 24th 2005 at

insurance policies worth @ IDR 50 million for UNICEF
volunteers on that occasion.
Sequislife Reaches Out for Jogjakarta
Sequislife participated in giving donations for the earthquake
Sequis Financial
victims. The Company gave a special procedure to all policy

holders that are victims of the earthquake. This special
To continue our journey and consistently strive to accomplish our vision to be a
procedure was given to the policy holders in Jogjakarta and
market leader and the preferred life insurance company in Indonesia,
surrounding areas, and is divided into 2 kind of procedures:
Sequislife gave a policy loan with 0% interest rate for 1 year
we introduce Sequis Financial to enhance our commitment in providing
No interest will be collected if customer want to activate the
alternative distribution channel.
lapse policy
14
SEQUIS FINANCIAL
Born to Be The Leader
SEQUIS FINANCIAL
To be a market leader in products and services

and preferred life insurance company in Indonesia,
we
introduce
Sequis
Financial
to
enhance
As of 2009,
2011 Sequis Financial has been continuously growing its
asset to almost half Trillion rupiah. While the capital has been
growing to IDR
almost
IDRbillion,
200 billion,
making
SequisFinancial
Financial as
215
making
Sequis
as
No. 1 Best Insurance with equity of IDR 100 - 250 billion
according to Media Asuransi Rating 2010.
alternative distribution channel as a mean to

accommodate our expansive growth.
2008
300
182.667
2009
121.632
417,03
412,1
2008
117.251
408,7
382,1
100
2006
400
357,3
500
98.489
381,5
150
50
200
Total Capital
(Indonesian rupiah in billion)
Total Capital
2011
100
2010
2009
2009
2008
2008
2007
2007
2006
Total Assets
16
600
2007
408.796
215,9
382.124
2011
194,3
381.563
2010
117,2
200
2006
2006
100
50
700
200
2007
100
300
98,4
150
800
2009
400
121,6
200
357.342
500
182,6
250
Total Assets
Company Profile
17
SEQUIS FINANCIAL
Retain Your Company's Most

Valuable Asset
We provide customized insurance products and
services to meet each clients expectation both in
the present and future planning, and help them to
INSTITUTIONAL BUSINESS
Provide the corporate clients with employee benefit program
and acting as their partner in formulating employee benefit and
retention
strategy.
Our
experts
(Institutional
Business
Consultant / IBC) will help the clients in creating the most

suitable benefit package for their companies and employees.
Institutional Business Products
choose the most suitable benefit package.
Sequis Dana Sejahtera

Formulate the most beneficial structure for retirement plan
and employers liability insurance under the enactment of
Labor Law No. 13 of 2003 in Defined Benefit plan. Under
Defined Contribution Plan, this product can be utilized as
Employee Saving Plan, or additional benefit to retain the
valuable employees.
Group Term Life

Life protection coverage whereby the company acts as the
Policy holder, while the employees act as the insured party.
Group Personal Accident

A stand alone Accident Death and Disability that has the
flexibility to be attached with funeral expenses, medical
expenses due to accident and double indemnity on public
transportation.
Rider
Total Permanent Disability (TPD)

Accident Death or Disability (AD&D), includes Medical
Expenses due to Accident
18
Dread Disease Protection
Group Health Insurance
Company Profile
19
SEQUIS FINANCIAL
Partnerships to Deliver
Benefits
BANCASSURANCE
Bancassurance is a partnership between a bank and an
insurance company in combining banking product and
Two becomes one, engaging banking and

insurance industry into the dynamic duo. While
consumers are evolving to be more demanding and
insurance using the banks distribution channel.
The Benefits of Bancassurance Partnership
insurance products with comprehensive features to meet

their needs.
looking for an easy one stop financial solution, why
Bring bank and the customers closer by providing innovative
Improve efficiency and risk diversification by leveraging
not embracing this challenge as well as maximizing

your
profit
much
faster
partnership?
through
mutual
One stop shopping service, where bank customers can buy
products which will enhance customers loyalty.

technology and distribution network in cross selling products
and services to the customers.
Increase bank revenue by generating fee based income

on the sales of insurance products.
Improve banks human resources with technical skills, service

orientation and professional qualities enrichment by offering
wider range of products and services to the customers.
Bancassurance Partners
We have been partnering with some reputable banks, such as:
Bank Niaga
Bank Danamon
BNI 46
Bank Central Asia
Citibank
Bank Ekonomi
Bancassurance Products
20
Credit Life Insurance
Term Life Insurance
Whole Life Insurance
Endowment Insurance
Unit Link
Health Insurance
Company Profile
21
SEQUIS FINANCIAL
TELEMARKETING
Telemarketing Products :
Telemarketing channel is a perfect solution for
1. Education Insurance (Smart Kids Plan)
customers with limited time and distant issue to get
2. Accident Insurance (Personal Accident
insurance service in an easy way. The products
Income, Accident Cash Back, Personal

Accident Maximum)
simplicity makes it convenient for the customers to
3. Life Protection (Protection Cash Back)
purchase their insurance coverage without having to
4. Health Insurance (Hospital Care Plus)
deal
with
complicated
administrative
hassle
(underwriting) and or to go through medical checkup complexity.

Just by one confirmation call from the customer
(voice recorded confirmation), the purchase is final
and settled.
22
Company Profile
23
SUCCESS STORY
DREAMS & PASSION
Lead to Be The Best.
OUR RECORDS
Seeing is believing. A good company will

always maximize its value and minimize its risk. We
Sequislife
has
managed
to
continuously
improve
its
performance and still consistently going stronger, despite of

tight competition and volatile economic condition in 2008. In
believe in mitigating every risk no matter how small it
2009, Sequislifes premium income had reached approximately

2011
IDR 1,2
5,8
1,7 trillion and increased its asset by more than IDR 7,4
looks.
trillion. The strong performance has further strengthened the
Only
the
company
with
good
management will stand up tall in the crowd.
risk
companys Risk Based Capital (RBC), making the company as

one of the best and biggest insurance company in Indonesia
Dreams Keep Us Going,

Passion Keeps the Fire
Burning
To unite the Indonesian citizens for a better
future is our vision. For A Better Tomorrow is our
passion.
Insurance was born from a very simple gesture
which was invented as the act of love and passion.

Total Assets
2.500
family, your loved ones and everything that matters in

this life. You cant avoid problems, but you can be
1.723,3
1.968
2010 *
1.466,92011 *
2010
1.187,4
1.187,4
2009
2009
1.265,5
1.265,5
2008
2008
1.196,3
1.196,3
2007
875,0
875,0
2006
2006
834,8
834,8
20052005
696,3
696,3
20042004
526,6
526,6
2003
2011
*
2009
2008
2008
2007
2007
2006
2006
20052005
Total Assets
500
2003
500
20042004
20032003
7.410,3
1000
2007
4.588,2
4.588,2
4.666,3
1000
1000
1000
2500
2000
2000
20102011 *
2000
2500
1500
1500
20092010
2000
1.652
1.652
3000
3000
3.742,5
3.742,5
4000
4000
2.309,3
2.309,3
5000
5000
3.106,1
3.106,1
6000
6000
4.666,3
7000
7000
5.833,7
8000
6.778,6
8.100
8000
5.833,7
6.860
It is about how to create a better tomorrow for your
prepared to overcome them. Its time for the
DREAMS & PASSION

Back then, it was difficult for Indonesian citizens to understand
why life insurance is needed to fulfill their financial purposes. As
time goes by, their idea of building the family future and
protecting the people they love and other things that matters in
life is evolving
just like the rest of the world. The forward
thinking Indonesian citizens have started to realize the importance of having life insurance. Yet, still so many of others are still
where they were before.
We dream that one day, all Indonesian citizens will acknowledge
the importance of having life insurance to help them in building
A Better Tomorrow.
We dream that one day, all Indonesian citizens will proactively
search for insurance instead of unexpectedly being pushed over
the overwhelming proposals and calculation tables.
We dream that one day, all Indonesian citizens will say Thanks
for contacting me to an insurance agent, instead of No, Thank
Indonesian citizens to understand that having
you.
insurance is not a burden but a blessing for their
And when that glorious day comes, we are passionate to hear
future.
them saying I have chosen Sequislife as my partner in building

a Better Tomorrow.
Total Premium
(Indonesian
rupiah in billion)
Total Premium
* Future Projection
24
Company Profile
25
NETWORK
We are Connected to Look After You.

Our sales offices are spreading across several strategic areas that ensure smooth distribution of services
around all regions of the archipelago.
We are in 31 Cities
with Over Than 100 Sales Offices,
Ready to Serve You.
Banda Aceh
Medan
: Sales Office
Tebing Tinggi
: Regional Service Center
Pekanbaru
Manado
Batam
Tanjung Pinang
Samarinda
Pontianak
Padang
Palu
Palembang
Jakarta
Lampung
Balikpapan
Cirebon
Bekasi
Tangerang
Tegal
Salatiga
Semarang
Surabaya
Mataram
Depok
Ujung Pandang
Bali
Bandung
Purwokerto
Tasikmalaya
Yogyakarta
Malang
Solo
National Service Center
Regional Service Center
Sequis Center - Ground Floor
Jakarta
Bandung
Surabaya
Medan
Denpasar
Jl. Jend. Sudirman no. 71

Jakarta 12190
Sequis Plaza - Ground Floor
Jl. Pajajaran no. 39, 1st Floor
Intiland Tower - Ground Floor
Gedung URO (Gd. Citibank) - 3rd Floor
Gedung Indovision Lt. 1
Phone : (021) 2994 2929
Jl. Jend. Sudirman kav. 25
Bandung 40171
Jl. Panglima Sudirman 101-103
Jl. Imam Bonjol no. 23
Jl. Diponegoro no. 109
Fax : (021) 5223 260
Jakarta 12920
Phone : (022) 420 0018
Surabaya 60271
Medan 20151
Denpasar, Bali
Email : care@sequislife.com
Phone : (021) 5290 3375
Fax : (022) 420 0017
Phone : (031) 547 0048
Phone : (061) 450 1580
Phone : (0361) 8423531
Fax : (021) 5290 3376
Email : carebdg@sequislife.com
Fax : (031) 547 0049
Fax : (061) 450 1590
Fax : (0361) 8423532
Email : care.sby@sequislife.com
Email : caremdn@sequislife.com
Email : rsc.jakarta@sequislife.com
26
Company Profile
27

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PT. AJ. Sequis Life

For A Better Tomorrow

Letter from the President

Vision & Mission

a better tomorrow to more people across the nation.

Corporate Social Responsibility

Dreams & Passion

LETTER FROM THE PRESIDENT

VISION & MISSION

Taking a Quantum Transformation Towards a Better Future.

We create new standard procedures to be

To be the company of choices and market leader in Indonesia

Life Insurance Industry.

Sequislife will provide:

Sequislife is consistently striving to be the leading insurance

Highest quality products.

Innovative and Caring Service.

company with preferred products for family financial planning.

To our Business Associates and Employees,

product innovations to continuously provide competitive

Sequislife will provide:

Continuously growing career opportunities.

On-going professional development.

An environment with the best and latest international

Attractive returns on investment.

Enhanced shareholders value.

To our Indonesian Communities,

Uphold the highest standards of integrity in

Contribute to Nation Building.

Provide the best protection for A Better Tomorrow.

Tatang Widjaja, President Director & CEO

Sequislife | For A Better Tomorrow

For the Best in Each Step.

In late 2005, the company acquired Met Life

ago under the name of PT Universal Life Indo.

Indonesia to accommodate its expansive growth

In 1992, it became Sewu New York Life, established

and changed its name to Sequis Financial, a wholly

under joint venture agreement with New York Life

owned life insurance company by Sequislife.

(NYL) International Incorporation. Since the very

In July 2009, as part of our long term strategy to

beginning, the company has shown very strong

accommodate the companys strong competitive

growth and strong expansion, we have acquired

insurance standard for the customers.

Sequis Center building, located in the Central

In 2003, the company acquired all of the NYL

commitment for achieving better, faster and higher

introduced a new slogan For A Better Tomorrow.

The Company in Brief : Significant Events

Established under PT Universal Life Indo.

Grew numbers of policy holders to more than 100,000

Entered into joint venture agreement with New York Life

(NYL) International Incorporation under the name of

Sewu New York Life.

growth and changed its name to Sequis Financial, a wholly

owned life insurance company by Sequislife which is

Acquired its own office building Sequis Center located in

Adding more policy holders to more than 200,000 people.

Central Business District.

Launched Sequislife Training Academy of Excellence (STAE)

Acquired Met Life Indonesia to accommodate our expansive