Gibraltar BSN Unveils Enhanced Bilingual Chatbot, GINA

Kuala Lumpur, 7 December 2021 – Gibraltar BSN Life Berhad (“Gibraltar BSN”) has unveiled its enhanced Chatbot, GINA (Gibraltar INtelligent Assistant) to provide round-the-clock customer service through WhatsApp, Facebook Messenger, and website.

The intelligent Chatbot can also converse in English and Bahasa Malaysia, making it the first of its kind in the local life insurance industry.

First introduced in 2019, GINA has been upgraded with a state-of-the-art Natural Language Processing (NLP) engine, boasting more than 80% effective accuracy in interactions. Apart from resolving customer queries regarding their policies, GINA can also explain the different types of products that Gibraltar BSN offers and even suggest relevant protection products.

The smart Chatbot also comes with machine learning capabilities, enabling it to learn and improve from every interaction.

Lee Kok Wah, Gibraltar BSN’s Chief Executive Officer, said that GINA 2.0 marks the life insurer’s first move towards cognitive intelligent customer service.

“According to research, 50% of customers now expect businesses to be available 24-7 [1], with 69%[2] of them preferring interacting with Chatbots to receive instant responses. GINA fits perfectly in our strategy to enhance our customers’ experience by engaging with them on their preferred platforms and at their own time.”

GINA can handle multiple customer queries at a time and upon request, the Chatbot can connect customers to Gibraltar BSN’s Customer Care representatives during working hours.

Kok Wah added, “Customer experience is critical to our success. Apart from reducing turnaround time on customer service, we will be able to optimise GINA to provide better customised support and leverage the valuable customer insights in real time, leading to better customer retention.”

Since the launch of Malaysia’s first e-Policy delivery through WhatsApp in 2019, Gibraltar BSN continues to innovate to enhance its services to its customers. Among the recent digital initiatives introduced this year includes the launch of Live Chat and i2u, an e-Commerce insurance platform offering protection plans from as low as RM7.90 per month.

[1] Source: 3 stats that show chatbots are here to stay, Venturebeat (

[2] Source: The Future Of Chatbots In Insurance, Cognizant, 2019 (