A George Town practice that sits with insurance floors

Why the office exists

Malaysian insurers spent years putting claims, e-cards, and endorsements onto a handset. The contact centre did not empty. What arrived at Utilitybloom, again and again, was a request that sounded modest: sit with us and tell us where people actually stop.

Aisha Rahman left a motor claims desk in George Town after watching overnight staff re-key photographs that the app had already rejected. Tan Wei Liang had been the person who assembled the monthly pack nobody read. They started the practice so that the pack and the floor could be in the same room.

How we work

We borrow a meeting room, a staff handset, and two hours of a claims supervisor’s time. We do not arrive with a methodology poster. We tap through the live self-service app, then we listen to the contact-centre recordings of the same tasks. Policyholder sessions happen only with people you invite from those who already tried and failed.

Findings are written in the language of the floor: “the workshop photo fails after 7 p.m.,” not a cloud of adjectives. If we cannot name the screen, we have not finished.

Malaysia, specifically

Self-service here is shaped by motor workshops that close at dusk, hospital bills issued on paper, Bahasa and English on the same form, and takaful windows that do not always mirror the conventional app. We do not import a script written for another country. George Town is the registered office because the first clients were Penang insurers who could walk in after the last ferry of the afternoon.

What we will not claim

We are not an app studio, an advertising house, or a replacement for your information-security team. If the work you want is a new build, we will say so and step aside. The relationship we want is a finite review, a clear letter of engagement, and a findings session you can hold without us in the room the following month.