As the head of MAE Assurances, Lassaad Zarrouk embodies the ambitious vision of a mutual insurance company that combines economic performance with ethical commitment. True to its founding values, MAE is pursuing a sustainable development trajectory, whilst also reconciling operational efficiency, innovation and social utility.
In a sector undergoing profound transformation, the mutual insurer has a clear ambition: to build a modern mutual model capable of creating both economic and societal value, for the benefit of its members and the wider ecosystem.
MAE is often presented as a committed player in the social and solidarity economy. How does this translate in concrete terms?
MAE is fully aligned with the principles of the social and solidarity economy. Our model is based on a fundamental principle: profits are reinvested in the service of members and the community. This approach enables us to reconcile economic performance with societal impact, within a sustainable, responsible and value‑creating vision.
What is your vision for MAE Assurances in the coming years?
Our ambition is to position MAE as a reference mutual insurance company in Tunisia, combining performance, innovation and societal commitment. Our approach is both dynamic and anchored in sustainable development, focused on creating long‑term value for our members while supporting the profound transformations underway in the insurance sector.
How does the mutual model constitute a differentiating lever for MAE?
Mutuality lies at the heart of our identity. It is reflected in governance focused on the collective interest, close relationships with our members, and a spirit of solidarity. This model enables us to adopt a long‑term perspective, placing trust and social value at the heart of our priorities.
How do you reconcile economic performance with the mutual mission?
These two dimensions are inseparable. Our ambition is to deliver sustainable economic performance while staying true to our values. Ethics is therefore a structural pillar of our model: it guides our decisions, shapes our practices, and places the interests of our members at the heart of our activity.
A high-performing mutual insurer is one that is able to invest, innovate and better serve its members, while making a positive contribution to its economic and social environment.
What are the main transformations underway at MAE?
We have embarked on a major transformation structured around digitalisation, technological innovation and quality. For example, we have deployed Tunisia’s first self-service insurance kiosk, available 24/7, enabling our members to consult their contracts, make payments and issue certificates independently.
We have also introduced an intelligent assistant based on artificial intelligence, significantly improving the responsiveness and availability of our services.
In parallel, we are rolling out a Quality Management System compliant with the ISO 9001 standard, in order to embed a lasting culture of operational excellence and continuous improvement.
How does MAE enhance the member experience in concrete terms?
The member experience is at the core of our strategy. We act on several levers: simplifying customer journeys, digitalising services and reducing processing times.
Our innovations, combined with our quality approach, allow us to offer a smoother, more accessible and better-controlled experience.
How do you reconcile technological innovation with human relationships?
We believe that technology should strengthen, not replace, the human relationship. It is a driver for improving service quality, while allowing our teams to focus more on listening, advising and supporting our members.
What role does societal engagement play in your strategy?
Societal engagement is intrinsic to our model. We carry out concrete actions in the fields of education, culture, the environment and social initiatives, as well as social innovation.
In this context, we are also structuring our ESG approach, notably through a new headquarters project incorporating high environmental standards, with a view to pursuing an HQE (High Environmental Quality) green building certification. This reflects our determination to embed our investments sustainably within a responsible framework.
In a rapidly changing world, what role does mutuality play?
Mutuality offers a relevant response to today’s challenges. It makes it possible to reconcile economic performance with the general interest, in a context marked by growing societal expectations. It is a model for the future - provided it is able to evolve and reinvent itself.
What role does MAE play internationally?
Through our involvement in Euresa and the ICMIF network, we actively participate in the exchange of best practices and discussions on the future of the mutual insurance sector. This international openness is a strategic lever for learning and innovation.
What message would you like to convey to mutual insurers internationally?
The challenge today is to successfully combine innovation, impact and purpose. Mutual insurers have a unique strength: their ability to place people at the heart of their model. By building on this asset and embracing ongoing transformations, they can play a full role in helping to build a more inclusive and sustainable economy.
