Asuransi Salam Hijrah Amanah Prima

ASHA Prima is the pilgrimage-anchored sharia answer to “I want my family protected and my Hajj/Umrah journey covered, in a fully sharia structure.” It is a sharia unit-linked policy (PAYDI) with a 5-year payment window and 25-year coverage, built around two features competitors rarely bundle together:

1. Hajj/Umrah double cover. If the insured dies during the Hajj or Umrah pilgrimage, the death benefit pays 200% of Santunan Asuransi (vs 100% in all other circumstances), plus a fixed Rp 35,000,000 additional death allowance. For a customer whose life goal is the pilgrimage, the product is explicitly designed around that journey.

2. “Bonus Contribution” from policy year 10. Starting at the end of policy year 10, Sun Life adds extra investment units worth a rising percentage of the Year-1 contribution — 20% at year 10, 60% at year 15, 100% at year 20, 120% at year 25, totalling up to roughly 300% of the first-year contribution across the policy term, provided the policy stays active and uninterrupted.

The brochure also leans hard on a positioning claim: #1 in Sharia Bancassurance four years running (per AAJI data cited by Sun Life), and #3 in overall sharia life.

In one line for understanding the competitor: Pay sharia contributions for 5 years; protection runs 25 years; if you die on Hajj or Umrah the payout doubles plus Rp 35 million; and if you keep the policy past year 10 the company tops up your investment value.

Important caveat for an agent positioning against it: this is a PAYDI. The investment value is not guaranteed, can go negative, and the minimum regular contribution (KAB) is Rp 16,000,000 per year — a high entry point that filters out mass-market buyers.

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There is a full published illustration in the RIPLAY. It uses a 50-year-old woman, standard risk, Rp 30,000,000 annual contribution (KAB), 100% Fixed Income Syariah allocation, 25-year term — note this is nearly double the Rp 16M minimum, so the numbers below describe a mid-size case, not an entry-level one. The brochure’s customer story (“Ahmad, 40”) uses a similar Rp 30M / Rp 250M-SA shape.

The figures are reconstructed from the RIPLAY’s official estimation table at the low-positive 3.6% return assumption.

Critical insight for the agent narrative: the economics reward patience and punish exits. Years 1–5 carry heavy acquisition and recurring ujrah (40% of KAB in Year 1 alone, plus an admin ujrah of Rp 150,000/month for five years), and a 100% surrender penalty on Year-1 KAB. The Bonus Contribution and the 0% surrender fee both only arrive from year 6/year 10 onward. This is a long-horizon commitment dressed as a pilgrimage plan — anyone who might exit early loses materially.

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Sweet Spot — where this product is genuinely strong

• Bank Muamalat sharia mass-affluent customers — already banking sharia, comfortable with akad-based products
• Household able to commit Rp 16M+/year for 5 years without strain (realistically Rp 20M+/month income)
• Pilgrimage-aspirational: registered for or saving toward Hajj/Umrah, with a long Hajj waiting list (the brochure’s customer has a 25-year reguler-Hajj queue). The 200% Hajj/Umrah benefit and the year-10+ investment build-up are designed for exactly this person
• Long-horizon investors (10+ years) who will not surrender early and want the Bonus Contribution
• Customers who want protection and investment combined in one sharia wrapper and accept market risk

Borderline Fit — qualify carefully

• Customers chasing pure savings/return — a sharia mutual fund or tabungan haji is cheaper and more transparent for that single goal
• Older entrants (66–70) — SA maxes at the lower of 10x KAB or Rp 2 billion, and mortality charges (Iuran Asuransi) climb with age, eroding investment value faster
• Customers who only want death protection — a sharia term product gives far more cover per rupiah

Do Not Pitch (and why a competitor will struggle here)

• Anyone below the Rp 16M/year affordability line — they are simply priced out; this is the product’s biggest structural exclusion
• Customers with unstable income or likely to lapse — the 100% Year-1-KAB surrender ujrah in years 1–5 makes early exit very costly
• Customers who do not understand or accept that the investment value can go negative and may require top-ups within the 60-day grace window
• Customers who want a guaranteed maturity value — nothing here is guaranteed; this is PAYDI

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This frames the competitive landscape for a Legacy Income agent whose customer is comparing ASHA Prima against the products the agent actually sells (Allianz, Tokio Marine sharia) and against simpler options.

Rule of thumb: if the customer’s first sentences contain “haji” (Hajj), “umroh” (Umrah), “Muamalat”, or “investasi jangka panjang” (long-term investment), ASHA Prima is genuinely in the conversation and the agent should engage it respectfully and compete on specifics. If the words are “murah” (cheap), “hanya proteksi” (just protection), or “dijamin” (guaranteed), the product is a weak fit and the agent’s own line wins on fundamentals.

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Coverage and confidence caveat (read first): the Indonesia Life Insurance Market Intelligence project currently holds parsed PDFs for only ~11% of the catalogued sharia/conventional unit-linked category (3 of 27 products). That is far below the 60% threshold required for quantitative population statistics. Everything below is qualitative and descriptive, based on the ASHA Prima RIPLAY/brochure read against general category knowledge — not against a parsed competitor sample. Treat positioning statements as analyst judgment, not measured benchmarks.

Sibling note — ASHA Prima vs Maxima Anugerah: ASHA Prima (Bank Muamalat) has a close sibling in the Sun Life sharia line, Maxima Anugerah (distributed via CIMB Niaga). They are structurally similar PAYDI sharia products but differ on the two headline dimensions: Maxima Anugerah reportedly pays 225% on Hajj/Umrah death vs ASHA Prima’s 200%, and carries a lower minimum KAB (~Rp 12M vs Rp 16M). The two are compared directly below.

Confidence note: structural and economic figures above are high-confidence (read directly from the ASHA Prima RIPLAY/brochure). Maxima Anugerah figures (225% / ~Rp 12M) are from prior product intelligence and should be re-verified against its own RIPLAY before use in a customer conversation. All category-relative positioning is qualitative pending unit-linked PDF coverage exceeding 60%. Refresh trigger: re-run when the project’s unit-linked category coverage clears 60%, and confirm the Maxima Anugerah figures from source.

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These are for a Legacy Income agent talking to a customer who is considering ASHA Prima — acknowledging its real strengths, then steering to the agent’s own sharia line where it fits the customer better. Stay objective; never disparage.

Opening — acknowledge the goal, not the product

“If the pilgrimage is your goal, that’s something worth protecting properly. Let’s look at what a Hajj or Umrah-focused plan really needs to do for you — and then compare your options side by side, honestly.”

“Kalau ibadah haji atau umrah memang tujuan Bapak/Ibu, itu sesuatu yang layak dilindungi dengan benar. Mari kita lihat dulu apa yang sebenarnya harus dipenuhi oleh sebuah rencana untuk haji atau umrah — lalu kita bandingkan pilihannya berdampingan, secara jujur.”

Structural value prop — frame the real trade-offs

“A sharia unit-linked plan combines protection and investment in one akad-based structure. The strengths are real — but so are the trade-offs: the value isn’t guaranteed, the fees are heaviest in the first five years, and the investment choice matters a lot. What I want to make sure is that your money has room to grow, not just sit in one conservative fund.”

“Asuransi unit-linked syariah menggabungkan proteksi dan investasi dalam satu struktur berbasis akad. Kelebihannya nyata — tapi ada juga konsekuensinya: nilainya tidak dijamin, biayanya paling berat di lima tahun pertama, dan pilihan investasinya sangat menentukan. Yang ingin saya pastikan, uang Bapak/Ibu punya ruang untuk bertumbuh, bukan hanya tertahan di satu jenis dana yang konservatif.”

Product-specific — the Hajj/Umrah + year-10 Bonus pitch (how to engage it)

“That product’s pilgrimage benefit and its year-10 loyalty bonus are genuinely attractive if you stay the full term — I won’t pretend otherwise. The two things to check are: first, does the higher minimum contribution fit your budget comfortably, because exiting early is costly; and second, are you happy being locked into a single conservative fund for 25 years? Those are exactly the points where the plan I’d recommend can do better for you.”

“Manfaat haji/umrah produk itu dan bonus loyalitasnya di tahun ke-10 memang menarik kalau Bapak/Ibu bertahan sampai akhir masa — saya tidak akan menutupinya. Dua hal yang perlu dicek: pertama, apakah kontribusi minimumnya yang lebih tinggi nyaman dengan anggaran Bapak/Ibu, karena keluar lebih awal itu mahal; kedua, apakah Bapak/Ibu nyaman terkunci di satu jenis dana yang konservatif selama 25 tahun? Justru di dua titik itulah rencana yang saya rekomendasikan bisa memberi lebih.”

Close — advisory, not pressure

“My job isn’t to talk you out of a good product — it’s to make sure the plan you sign fits your budget, your timeline, and how much investment flexibility you actually want. Give me 30 minutes to put both options on one page, and you decide.”

“Tugas saya bukan menjauhkan Bapak/Ibu dari produk yang bagus — tapi memastikan rencana yang Bapak/Ibu tandatangani sesuai dengan anggaran, jangka waktu, dan seberapa banyak fleksibilitas investasi yang sebenarnya Bapak/Ibu inginkan. Beri saya 30 menit untuk menaruh kedua pilihan dalam satu halaman, lalu Bapak/Ibu yang memutuskan.”

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Each is framed for an agent helping a customer who is leaning toward ASHA Prima. Full EN+ID parity throughout.

1. “Is this really sharia, or just a regular product with a label?”

Customer “Ini benar-benar syariah atau cuma produk biasa yang dikasih label syariah?”

Don't say “All sharia products are the same.” — dismissive and wrong.

Don't say “Semua produk syariah sama saja.”

Do say “It’s a fair question to ask of any sharia product, including the one I’d recommend. Look for the akad structure — Tabarru’ for mutual help, Wakalah bil Ujrah for management — and whether there’s a real surplus-sharing (surplus underwriting) mechanism where you get a share. That product has those; so does mine. The honest difference isn’t ‘sharia vs not’ — it’s the fees, the fund choices, and the surplus terms. Let’s compare those.”

Do say “Itu pertanyaan yang wajar untuk produk syariah manapun, termasuk yang saya rekomendasikan. Yang perlu dicek adalah struktur akadnya — Tabarru’ untuk tolong-menolong, Wakalah bil Ujrah untuk pengelolaan — dan apakah ada mekanisme bagi hasil surplus (surplus underwriting) di mana Bapak/Ibu kebagian. Produk itu punya semuanya; punya saya juga. Bedanya yang jujur bukan ‘syariah atau bukan’ — tapi biaya, pilihan dana, dan ketentuan surplusnya. Mari kita bandingkan itu.”

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2. “Bank Muamalat’s tabungan haji is enough for me.”

Customer “Tabungan haji di Bank Muamalat sudah cukup buat saya.”

Don't say “Savings accounts are useless.” — insults a sensible product.

Don't say “Tabungan itu tidak ada gunanya.”

Do say “A tabungan haji is excellent for one job — saving the pilgrimage cost. What it doesn’t do is protect your family if something happens to you before you go, or while you’re there. Those are two different jobs. The question is whether you also want a death benefit and the pilgrimage protection on top of your savings — if you do, that’s an insurance decision, and I can show you the most cost-efficient way to get it.”

Do say “Tabungan haji sangat bagus untuk satu hal — menabung biaya ibadah. Yang tidak dilakukannya adalah melindungi keluarga kalau terjadi sesuatu pada Bapak/Ibu sebelum berangkat, atau saat di sana. Itu dua hal berbeda. Pertanyaannya, apakah Bapak/Ibu juga ingin santunan meninggal dan perlindungan saat berhaji di atas tabungan tadi — kalau iya, itu keputusan asuransi, dan saya bisa tunjukkan cara paling efisien biayanya untuk mendapatkannya.”

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3. “If it’s investment-linked, can I lose money?”

Customer “Kalau ini terkait investasi, apa uang saya bisa berkurang?”

Don't say “No, your money is safe.” — false; this is PAYDI.

Don't say “Tidak, uang Bapak/Ibu aman.”

Do say “Yes, and you deserve a straight answer: any unit-linked plan, sharia or not, carries investment risk. The value isn’t guaranteed and it can even go negative, which means you may have to top up to keep the policy alive. That product invests in a conservative sharia fixed-income fund, which lowers but doesn’t remove the risk. This is exactly why the fund choice and the fee level matter — and why I want to walk you through what ‘not guaranteed’ really means before you sign anything.”

Do say “Iya, dan Bapak/Ibu berhak mendapat jawaban yang lurus: setiap unit-linked, syariah maupun bukan, mengandung risiko investasi. Nilainya tidak dijamin dan bahkan bisa menjadi negatif, artinya Bapak/Ibu mungkin perlu top-up agar polis tetap aktif. Produk itu berinvestasi di dana pendapatan tetap syariah yang konservatif, sehingga risikonya lebih rendah tapi tidak hilang. Justru karena itu pilihan dana dan tingkat biayanya penting — dan saya ingin menjelaskan apa arti ‘tidak dijamin’ yang sebenarnya sebelum Bapak/Ibu menandatangani apapun.”

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4. “Rp 16 million a year is a lot — can I afford this?”

Customer “Rp 16 juta setahun itu besar — apa saya sanggup?”

Don't say “It’s cheap if you think about it.” — tone-deaf to a real concern.

Don't say “Itu murah kok kalau dipikir-pikir.”

Do say “That’s an honest concern, and it’s the single most important one. This product’s minimum is Rp 16 million a year for five years, and exiting early is expensive — you’d lose roughly a full year’s contribution in surrender fees in the first five years. So the real test isn’t whether you can pay year one; it’s whether you can comfortably pay all five. If there’s any doubt, there are lower-entry sharia options — including a sibling plan with a lower minimum — and I’d rather match you to one you’ll keep than one you’ll have to surrender at a loss.”

Do say “Itu kekhawatiran yang jujur, dan justru yang paling penting. Minimum produk ini Rp 16 juta setahun selama lima tahun, dan keluar lebih awal itu mahal — Bapak/Ibu bisa kehilangan kira-kira satu tahun kontribusi penuh untuk biaya penebusan di lima tahun pertama. Jadi ujian sebenarnya bukan apakah sanggup bayar tahun pertama; tapi apakah sanggup membayar kelima-limanya dengan nyaman. Kalau ada keraguan, ada pilihan syariah dengan setoran lebih ringan — termasuk produk sejenis dengan minimum lebih rendah — dan saya lebih suka mencocokkan Bapak/Ibu dengan yang akan dipertahankan daripada yang terpaksa ditebus dengan rugi.”

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5. “How do I know where my money goes — all these fees and ujrah?”

Customer “Bagaimana saya tahu uang saya ke mana — biaya dan ujrahnya banyak?”

Don't say “The fees are small, don’t worry.” — evasive; invites distrust.

Don't say “Biayanya kecil kok, tidak usah khawatir.”

Do say “You’re right to ask — fee transparency is exactly where you should be demanding. In a Wakalah bil Ujrah structure, the company is your appointed manager and charges a disclosed fee (ujrah). For that product, the biggest fees land in the first five years: an acquisition ujrah of 40% of your contribution in year one, recurring ujrah after that, a monthly admin fee, and an investment management fee up to 1.75% a year. That’s not hidden — it’s in the RIPLAY. My job is to make sure you see the same fee table for any plan you compare, including mine, side by side.”

Do say “Bapak/Ibu benar untuk bertanya — transparansi biaya justru di situlah Bapak/Ibu harus menuntut. Dalam struktur Wakalah bil Ujrah, perusahaan adalah pengelola yang Bapak/Ibu tunjuk dan mengenakan imbalan yang diungkapkan (ujrah). Untuk produk itu, biaya terbesar ada di lima tahun pertama: ujrah akuisisi 40% dari kontribusi di tahun pertama, ujrah berkala setelahnya, biaya administrasi bulanan, dan ujrah pengelolaan investasi hingga 1,75% per tahun. Itu tidak disembunyikan — ada di RIPLAY. Tugas saya memastikan Bapak/Ibu melihat tabel biaya yang sama untuk setiap rencana yang dibandingkan, termasuk punya saya, berdampingan.”

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These are the issues most likely to trigger an OJK complaint under the tightened PAYDI conduct rules (SEOJK on unit-linked illustration and RIPLAY Personal requirements). Even though Legacy Income does not sell this product, an agent who positions against it must avoid the same errors in the comparison and avoid spreading inaccurate claims.

1. PAYDI illustration discipline. Any comparison must use the same OJK-mandated assumption set (the low/high positive scenarios). Never cite only the high scenario or the “up to 300% bonus” headline without the conditions. Quoting the year-10+ Bonus Contribution as if it were guaranteed is a misrepresentation — it is contingent on the policy staying active, fully paid, and free of large withdrawals/surrenders.

2. Negative-investment-value top-up disclosure. The RIPLAY is explicit that the investment value can go negative and the policyholder must add a single top-up (within the 60-day grace window) to keep the policy in force. Any pitch — including a comparative one — that implies the customer’s money is safe or guaranteed is mis-selling. State the negative-value risk plainly.

3. Tabarru’ fund deficit risk. The death/risk protection is funded from the shared Tabarru’ fund. A customer must understand the mutual-help mechanism and that surplus is shared on a nisbah (50% policyholder / 40% manager / 10% Tabarru’) only under conditions. Do not overstate the surplus as a reliable return.

4. Wakalah bil Ujrah fee transparency. The full ujrah schedule (40% acquisition in year 1; the year 2–5 recurring ujrah; Rp 150k/month admin; up to 1.75%/yr investment management; 5% on single top-ups; surrender/withdrawal ujrah) must be presented honestly in any comparison. Cherry-picking only one fee, or implying the competitor hides fees when they are disclosed in the RIPLAY, is itself a conduct risk.

5. Akad clarity at SPAJ stage. Sharia products require the customer to understand the akad set (Tabarru’, Wakalah bil Ujrah, Hibah Mu’allaqah bi al-Syarth) at signing. An agent comparing products should not blur akad differences or claim one product is “more sharia” than another without basis — the OJK/DSN-MUI framework governs both.

6. Bank-not-liable / not-LPS-guaranteed disclosure. The RIPLAY states clearly that the product is a Sun Life liability, not Bank Muamalat’s, and is NOT covered by the Lembaga Penjamin Simpanan (deposit guarantee). A customer who assumes “it’s at the bank, so it’s protected like a deposit” is being mis-sold. Any honest comparison must surface this.

7. 200% Hajj/Umrah benefit conditions must not be overstated. The doubled benefit applies only to death occurring during the Hajj/Umrah journey, within defined start/end boundaries (the RIPLAY excludes, for example, death before boarding the outbound flight from Indonesia, or after crossing the first international border leaving Saudi Arabia, or beyond the pilgrimage period). Presenting “200% if you die on Hajj” without these boundaries overstates the cover.

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1. Build a one-page “ASHA Prima vs our sharia line” comparison sheet (EN + ID). Put the two products side by side on the dimensions where Legacy Income’s line is competitive: fund range (ASHA Prima has only one conservative fund), minimum contribution affordability, fee transparency, and surrender flexibility. Keep it factual and non-disparaging — it doubles as a compliance shield.

2. Verify the Maxima Anugerah figures from source before fielding them. The 225% Hajj/Umrah benefit and ~Rp 12M min KAB are from prior intelligence, not this RIPLAY. Pull Maxima Anugerah’s own RIPLAY and confirm before any agent uses the “the sibling pays more” comparison with a customer.

3. Train agents on the pilgrimage objection specifically. The Hajj/Umrah angle is ASHA Prima’s strongest hook and many sharia prospects will raise it. Agents should acknowledge it honestly, then redirect to the customer’s full picture (affordability, fund choice, surrender risk) where Legacy Income’s products can win. Script this from Sections 6 and 7.

4. Press the single-fund weakness as the core differentiator. ASHA Prima offers only one conservative Fixed Income Syariah fund for a 25-year horizon. If Legacy Income’s sharia line offers equity or balanced sharia funds, that long-horizon growth argument is the cleanest competitive opening. Build a simple illustration contrast.

5. Add ASHA Prima to the competitive-watch list and set a refresh trigger. Re-run this brief when the project’s unit-linked category PDF coverage clears 60% (currently ~11%), and monitor Sun Life sharia bancassurance positioning given its “#1 four years running” claim — a strong incumbent worth tracking for any sharia-banked prospect Legacy Income pursues.

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