April 2, 2025 – Softlogic Life Insurance that leads Sri Lanka’s insurance market with the largest customer base and highest protection claims payments, roared into 2025 with unstoppable energy and transformation at its Annual Sales Convention held on the 4th of April at Shangri-La Colombo. Themed “A Different Kind of Beast”, the event spotlighted the remarkable achievements of the company’s dynamic sales force and was graced with high-performing sales champions and company stakeholders.
This year’s theme celebrates the infinite spirit of individuals who refuse to be defined by a single trait. At Softlogic Life, the sales professionals are not confined to one identity – they represent a fusion of strengths, constantly adapting, evolving, and overcoming every challenge. In an ever-changing landscape, they are a different kind of beast – undeterred, unstoppable, and always ahead of the pack.
The convention honored nearly 446 top achievers across its three distribution channels—Agency, Alternate, and Micro—whose infinite grit and drive contributed significantly to Softlogic Life’s standing in the industry. Demonstrating exceptional and consistent growth with market-leading metrics, including the largest customer base, Softlogic Life recorded a stellar financial performance in 2024. The company, which marked a Gross Written Premium (GWP) of just Rs. 3 billion in 2014, achieved a GWP of Rs. 31.6 billion by the end of 2024, growing tenfold in ten years, a feat that is unmatched in the insurance industry.
With 20% year-on-year growth and a total market share of 17.2% in 2024, this consistent upward trajectory is a testament to Softlogic Life’s unwavering commitment to delivering unparalleled value, financial security, and cutting-edge innovation to its policyholders. The company also continued its leadership in the health insurance space, protecting over 1.3 million lives, settling Rs. 14.8 billion in claims and benefits, further strengthening its position as one of the leading life insurers in Sri Lanka.
Commenting on the event, Softlogic Life Deputy Chief Executive Officer Indu Attygala said, “Every year, our sales force takes it a step further, adapting to challenges and transforming themselves to conquer the market. This convention is not just a celebration of numbers – it’s a tribute to the fearless spirit and sheer willpower of our teams. The theme ‘A Different Kind of Beast’ captures their ability to evolve, shift strategies, and lead from the front.”
He further emphasized the company’s rising stature at international recognition, stating, “Our performance on the Million Dollar Round Table (MDRT) continues to soar, with an impressive 243 MDRT qualifiers. This milestone is a powerful testament to our world-class talent and the standards we uphold across all three of our sales networks.”
Softlogic Life’s diversified distribution strategy remains one of its greatest strengths. The Agency force continued its strong upward trajectory, recording strong growth as the company’s most mature and expansive channel. Meanwhile, the Alternate Channel surpassed a key milestone by crossing the Rs. 10 billion GWP mark while growing 35% in 2024.
Commenting on the performance, Softlogic Life Chief Distribution Officer – Alternate Channel Piyumal Wickramasinghe said, “Our Alternate Channel’s performance is a clear example of how strategic agility can yield powerful results. The DTAP portfolio has gained strong momentum with threefold growth and our Group Life segment also saw a 31% tremendous rise. This growth reflects our ability to understand market shifts and respond quickly with relevant solutions. We are proud to be the insurer of choice for some of the country’s most respected corporate clients, and this trust is a direct result of the adaptability and strength of our team.”
The Micro Mobile Channel, a rapidly expanding segment designed to serve evolving customer needs of the underserved, contributed Rs. 1.9 billion in GWP—reflecting growing demand for flexible, inclusive insurance solutions. This channel also recorded an impressive 37% growth in 2024, effectively extending life insurance coverage to low-income customer segments across the country.
Softlogic Life Chief Corporate Services Officer and Head of the Micro Channel Thilanka Kiriporuwa stated, “The growth of our Micro channel that has key partnerships with the post office network and the leading telco in the country, is not just about numbers; it’s about purpose. We have been able to reach deep into underserved regions, ensuring that life insurance is no longer a luxury but a right that all Sri Lankans can access. The dedication of our Micro channel teams to understand an audience that most fail to and travel to the most remote parts of the island is what drives this impact and speaks volumes about Softlogic Life’s commitment to inclusion and nation-building.”
Amongst 446 awardees this year, the best of the best included 161 top achievers from the Agency channel, 40 from the Alternate channel, and 2 from the Micro channel. Additionally, the company celebrated its 243 MDRT qualifiers: 210 from Agency, 28 from Alternate, and 5 from Micro.
As Softlogic Life marches forward into another year of ambition and achievement, its sales force remains the heartbeat of the brand—resilient, strategic, and ready to adapt into any kind of beast to achieve infinite greatness.
