GELFAAM’s History

Concept, Establishment & Founding Background

The interest of the Great Eastern Life field force, in the late seventies was represented by two associations namely
the Great Eastern Guild formed in 1978 by the late A C Celestine
the Inspectors and Senior Inspectors Association formed in 1979 by the late A N Pragasam

After going through several trials and tribulations, Great Eastern Guild under the leadership of the late Tuan Haji Yunus and the late Paul Naidu together with Inspectors and Senior Inspectors Association under the leadership of the late A N Pragasam concurred to have one body to represent the field force. Hence it could be said that this is the foundation for the formation of Great Eastern Life Assurance Agents’ Association Malaysia.

In 1980, Great Eastern Life Assurance Agents’ Association Malaysia began its role as sole representative of Great Eastern Life field force under the leadership of its Pro tem President, the late Paul Naidu.

In 1998, the Association’s name is changed to Great Eastern Life Agents’ Association Malaysia (GELAAM) to cater for membership of agents within the Great Eastern Group of Companies. In 2003 the name was again changed to Great Eastern Life Field Force And Financial Advisors’ Association Malaysia (1980) (GELFAAM) due to the rapid changes in the financial landscape and to keep abreast with the financial Sector Master Plan implemented by Bank Negara Malaysia to accept Financial Advisors as member.

In 2009, the Association’s name was subsequently changed to Great Eastern Life Field Force and Agents Association Malaysia (1980) or GELFAAM as directed by Bank Negara Malaysia (BNM) to exclude “Financial Advisors” from the Association’s name.

Throughout the years, the Association has weathered the ebbs and flow of the fortunes of the industry and the company. The foremost aim of the Association is targeted at the enhancement and preservation of the agency contract with Great Eastern Life in respect of remuneration and retirement benefits and support other facilities accorded to the members of the field force.

It is altogether an attempt to provide an enclave of security to all agents who have contributed in one way or another to the prosperity of the company. As an off-shoot to this, the Association has thrust itself into the national front to assist in stabilizing a situation characterized by onslaughts of restructuring and massive intrusion of the agency system, a period that have come to be known as the “perilous days prior to the OCC implementation in 1996”.

GELFAAM is working hard to harness the unity of its members. The unity of members will be the passport for survival in this new era. The Association is strong because of its membership size. Our requests and demands were given positive attention due to the strength of the members. The Association creates direction for the members and also provides a platform to voice out grievances to both the company and related bodies.

Looking back at the brief history in time, it exhibits that GELFAAM existed to fill a need for progressively uplifting a fraternity of professional agents who have taken upon themselves the responsibility in looking after the financial stability and security of thousands of policyholders. But, more importantly, GELFAAM has positioned itself to look forward to an era of change impounded by the consistent flow of technological advancement. However the leadership has braced itself for these changes and will be prepared to transform the 8000 plus membership (agents) into the finest example of agents yet in the financial industry.