In an industry built on promises, leadership is measured by the ability to turn trust into action while preparing for risks that are yet to emerge. Mr Sithumina Jayasundara, Executive Director/CEO of HNB General Insurance Ltd., reflects on how the company is strengthening its competitive position through disciplined growth, diversified distribution, digital transformation and a relentless focus on customer experience.
His perspective reveals a leadership philosophy that places resilience and adaptability alongside performance.
As Sri Lanka’s risk landscape evolves, Jayasundara explains how HNB General Insurance is building the capabilities, partnerships and organisational strength required to protect customers today while confidently preparing for tomorrow.
Sithumina joined HNB General Insurance Limited in 2014 and advanced through senior leadership positions, including Chief Technical Officer and Chief Operating Officer. Appointed Executive Director in 2025, he currently serves as Executive Director and Chief Executive Officer. He is a Past President of SLII, Founding Council Member of ACIP, Treasurer of IASL, and an Associate Member of SLID.
1. What Makes HNB General Insurance Different?
Q: Sri Lanka’s general insurance market is highly competitive, with customers having considerable choice. What do you believe genuinely differentiates HNB General Insurance from its competitors, and what are the core strengths that have enabled the company to consistently grow its position in the market?
At HNB General Insurance, we believe our differentiation is built around trust, innovativeness and accessibility. Insurance is ultimately a promise to be there when customers need us most. We have worked to build that promise through consistent service, strong partnerships and a firm commitment to delivering on our obligations.
Our strength also comes from the breadth of our business and our ability to serve customers across multiple segments through a diversified distribution network. Through the various channels of business such as branch network, brokers, leasing, corporate, digital and Takaful, we have created multiple ways of reaching us from different market segments.
At the same time, we continue to invest in technology, people and processes to make insurance simpler, more responsive and easier to access. Our growth has therefore not been driven by scale alone. It has been shaped by our ability to understand changing customer expectations, adapt to them and remain disciplined in the way we manage the business. Ultimately, we aspire to be a trusted partner that enables individuals and businesses to take on tomorrow with greater confidence.
2. Growth with Strength and Sustainability
Q: HNB General Insurance achieved a significant milestone by reaching Rs. 11 billion in Gross Written Premium in 2025 and has continued to pursue what it describes as quality growth. What has driven this momentum, and how are you ensuring that future expansion remains profitable, disciplined and sustainable while continuing to create value for policyholders?
Reaching Rs. 11 billion in Gross Written Premium within our first 10 years is a landmark achievement for HNB General Insurance and reflects the strength of the foundation we have built as one of the youngest general insurers in Sri Lanka. However, for us, the significance of this milestone goes beyond the number. It demonstrates what can be achieved when there is a shared sense of purpose, strong teamwork and the ability to act decisively in a constantly changing market.
A key contributor to this progress has been our people. The willingness of our teams to work collaboratively, take ownership, respond quickly to changing circumstances and bring new ideas to the table has enabled us to move forward with confidence. At the same time, having a clear understanding of what our customers need at different stages of their lives has helped us remain relevant and develop solutions that address those needs.
As we move into the next phase of our journey, our priority is to build on this momentum responsibly. We will continue to place emphasis on sound decision-making, prudent risk management and ensuring that expansion is supported by strong business fundamentals. We also see technology and new ways of working as important enablers in improving the way we serve customers and operate as an organisation.
Our approach to the future will also extend beyond simply increasing our market presence. We want to strengthen the relationships we have with our customers, intermediaries and other stakeholders, while creating an environment where our employees can grow and contribute meaningfully. We will continue to explore opportunities through both organic development and strategic partnerships or investments where they complement our capabilities and long-term direction.
Ultimately, our objective is to build an organisation that is resilient, responsible and capable of delivering lasting benefits to all those connected to our business. The Rs. 11 billion milestone is an important chapter in our journey, but our focus now is on ensuring that the next phase of our progress is built on strong fundamentals and continues to strengthen the confidence that our customers and stakeholders place in HNB General Insurance.
3. Expanding Access Through Inclusive Distribution
Q: HNB General Insurance has developed a diversified distribution model encompassing Takaful and direct channels. How has this multi-channel strategy strengthened the company’s ability to serve different customer segments, and how does it help make insurance more accessible to a broader cross-section of Sri Lankan society?
Insurance can only create meaningful protection when it is available in a way that is accessible, relevant and appropriate to the needs of different communities. At HNB General Insurance, our diversified distribution model has therefore been an important part of our strategy, allowing us to reach customers through different channels while developing solutions for segments that may traditionally have had limited access to insurance.
Our Takaful offering is an important element of this approach. It enables us to provide insurance solutions based on Shariah principles, giving customers greater choice and allowing us to serve segments whose needs and preferences may differ from those addressed through conventional insurance. Alongside this, our direct channels and wider distribution partnerships enable us to engage customers through touchpoints that are convenient and familiar to them.
We have also been looking beyond traditional insurance models to address the needs of underserved and specialised segments. Our expertise in parametric insurance has enabled us to explore solutions where conventional insurance may not always be the most suitable approach, particularly in areas such as agriculture and other climate-sensitive sectors.
Similarly, our focus on agriculture, agribusiness, rural entrepreneurs, migrant workers and other emerging segments reflects our broader objective of making insurance more relevant to different sections of society. We are also exploring sustainability-oriented solutions that can support the transition towards a more resilient and environmentally conscious economy while addressing protection gaps in underserved markets.
Ultimately, our multi-channel strategy is about more than increasing the number of ways in which insurance can be purchased. It is about understanding the diversity of Sri Lankan society and ensuring that our solutions, channels and partnerships reflect the different circumstances in which people live and work. By combining conventional and alternative distribution models with innovative insurance solutions, we aim to bring protection closer to more people and contribute to building a more inclusive insurance landscape in Sri Lanka.
4. Reinventing the Customer and Claims Experience
Q: Technology is transforming how customers expect insurance to work. HNB General Insurance has invested in digital policy issuance, payment solutions, mobile-enabled claims assessment such as Claimee. How are these innovations changing the customer experience, particularly at the critical moment when a policyholder needs to make a claim?
The true test of an insurer is not when a policy is purchased; it is when a customer needs us to deliver on our promise. This is why we consider the claims experience to be one of the most important areas in which technology can create meaningful value.
Our digital transformation is underpinned by Project Phoenix, a comprehensive system transformation undertaken with Azentio Software, together with a range of local and international technology partners. Through the cloud-first Azentio ONEInsurance platform, we have strengthened our core policy administration and claims capabilities, creating a more agile foundation for delivering simpler, faster and more connected customer experiences.
These capabilities are reflected across our digital ecosystem. HNBGI SmartDocs enables customers to access their policy information and digital motor insurance cards, while HNBGI NEXA provides conversational support and our 24/7 customer hotline 1303 ensures customers have access to assistance when they need it. At the claims stage, mobile-enabled solutions such as ClaimeeMotor and ClaimeeHealth help streamline claims reporting, assessment and processing, enabling our teams to respond more efficiently and reducing friction for customers during what can often be a stressful period.
Looking ahead, we will continue exploring how data, automation and emerging technologies can further transform the insurance journey. Our focus will remain on using innovation purposefully to make insurance easier to access, easier to understand and more responsive, particularly at the critical moments when customers need us most.
5. Protecting Sri Lanka Against Tomorrow’s Risks
Q: The risks facing individuals and businesses are changing rapidly, from climate-related events and cyber risks to evolving mobility, healthcare and commercial exposures. How is HNB General Insurance preparing for these emerging risks, and what role do you see the company playing in building a more resilient and better-protected Sri Lanka over the next decade?
At HNB General Insurance, we believe our role extends beyond responding to risks after they occur. As an insurer, we have a responsibility to help individuals and businesses understand, manage and prepare for risks before they become losses. As the risk landscape continues to evolve, we are strengthening our capabilities across technology, data and analytics, product innovation and technical expertise to ensure we remain responsive to changing risks and the needs of our customers.
An important part of this is translating these capabilities into solutions that address both established and emerging risks. Our work in Parametric Insurance is one example. Through Sayuru, an innovative climate-risk protection solution developed with Dialog Axiata for coastal fishing communities, we are exploring new ways of providing protection against climate-related risks. We have also developed index-based insurance solutions for areas such as livestock and agriculture, demonstrating how insurance can evolve to address the specific risks faced by different communities and sectors.
Cyclone Ditwah was another moment that reinforced the importance of being prepared and responsive. When it occurred, supporting the customers became our highest priority and required speed, empathy and decisive action from everyone involved. We focused on rapid claims response, efficient assessment processes and timely settlements.
Over the next decade, we want to strengthen our role as a truly customer-centric insurer. This involves developing relevant and responsive solutions that address emerging risks while making it easier for customers to understand, access and benefit from the protection they need. By combining innovation, technology, data and the expertise of our people with a deeper understanding of changing customer needs, we aim to anticipate emerging risks, respond effectively when they arise and contribute to building a more resilient and better-protected Sri Lanka.
Key Takeaways
HNB General Insurance differentiates itself through trust, innovation, accessibility and a diversified distribution network designed to serve customers across multiple market segments.
The company is pursuing sustainable growth through prudent risk management, strong fundamentals, strategic partnerships and continued investment in its people and technology.
Digital transformation and innovative insurance solutions are helping HNB General Insurance improve claims, expand financial inclusion and address emerging climate and commercial risks.
