DIFC-licensed firm strengthens its market position amid rising demand for wealth and succession planning.
Continental Group, a leading insurance intermediary and financial services provider, is strategically integrating AI across operations—from automating repetitive tasks like invoice processing to enabling real-time access to complex product documentation—significantly boosting efficiency and accuracy.
While AI tools have transformed internal workflows and advisor capabilities, the firm takes a cautious approach to client-facing AI due to the sensitive nature of wealth and insurance services. Anselm Mendes, Executive Director, Sales and Technology, Continental Group spoke to Sandhya D’Mello, Technology Editor, CPI Media Group on how the company sees promise in generative AI, analytics, and conversational interfaces, particularly to meet the diverse needs of multi-generational clients. Challenges such as data privacy, untested technologies, and talent shortages are met with a culture of continuous learning and innovation.
Interview excerpts:
We’ve heard Continental is integrating AI into various aspects of the business. What specific technologies are you using and how are they making a difference?
We’re applying AI across several areas of our operations – from sales and marketing to training and day-to-day processes. The most visible impact has been through automation tools that handle repetitive tasks like invoice processing and data entry. We’re also using machine learning for client profiling and product matching, while implementing systems that can quickly pull insights from our extensive product documentation. The measurable benefit is that our teams can work faster with fewer errors, which means better service for clients. I’ve personally found AI helpful for strategic planning and problem-solving – it’s like having an additional perspective in the room.
Can you share a specific example where these technologies directly improved a client experience?
At this point, most of our AI implementation is happening behind the scenes. Take our medical insurance operations – we’ve automated invoice processing using RPA, dramatically cutting turnaround times on what used to be a painfully manual process. Another example is how our advisors can now instantly access answers from technical documents, underwriting guides, and product specifications. Questions that once required hours of research are now answered in moments, letting our team focus on what really matters, which is understanding each client’s unique situation. We’re being intentionally cautious with client-facing AI. Given the sensitive nature of wealth management and insurance, we need to thoroughly train our systems and verify information before it reaches clients. We’re working toward more personalized solutions and eventually providing clients direct access to these tools, but we won’t rush something this important.
Your approach seems quite measured compared to some competitors who are racing to implement client-facing AI. Is that deliberate?
Absolutely. We’re taking a steady, thoughtful approach to integrating technology that balances innovation with client experience. We’re maintaining control over the quality of information and service by testing and refining these systems internally first. This has been particularly important for our cross-border wealth structuring and insurance solutions, where precision is non-negotiable. Trust takes decades to build but can be damaged in an instant. Our approach ensures technology enhances rather than undermines that trust. While there is tremendous potential with this tech, it ultimately serves as an enabler that complements and empowers our team’s interpersonal engagements.
What emerging technologies are you most excited about for Continental’s future?
The potential of generative AI, advanced analytics, and conversational interfaces is tremendous. We’re seeing fundamental shifts in how people interact with technology, and we need to evolve alongside these changes. What’s fascinating is how technology helps us serve multiple generations within the same client families. Different generations have vastly different preferences for communication and accessing advice. Some prefer face-to-face meetings while others want digital solutions they can access anytime. Technology gives us flexibility, but it doesn’t replace the human element. Our clients still deeply value the personal relationships, diverse perspectives, and specialized expertise our team brings. Technology simply frees up more time for those meaningful conversations.
What challenges are you facing as you integrate these new technologies?
Emerging technologies come with their own set of challenges. Building expertise takes time, and experimentation requires patience, especially when you need the level of accuracy, reliability, and security our business demands. We’re dealing with the reality that newer technologies haven’t been fully battle-tested, which raises the stakes when handling sensitive personal and financial information. Data privacy and protection are constant considerations, both from regulatory and ethical perspectives. Finding skilled talent is another challenge. There’s fierce competition for people with both technical expertise and financial services understanding. Our approach has been to foster a culture of continuous learning. We give our team members space to experiment, encourage knowledge sharing, and promote awareness of how these technologies are being used across different industries. It’s about building capabilities from within rather than just importing solutions.
Celebrating 30-year legacy, expanding total active insurance coverage to $6.9 billion
The company recorded a 26% increase in premiums, reaching $124 million from $98 million. Continental’s total coverage for life clients grew by 5% in 2024, adding $800 million to the existing coverage. The firm now has nearly $6.9 billion in active life coverage under management, which has resulted in greater financial security for thousands of families and businesses, ensuring they have the support needed to navigate life’s uncertainties with confidence.
“Continental Group’s legacy is a story of thousands of families safeguarded, aspirations turned into reality, and three decades of trust garnered in the Middle East,” said Ashok Sardana, Founder & Managing Director, Continental Group. “Since 1994, our mission has been to provide not just financial solutions, but peace of mind and long-term stability for families and businesses. That principle will continue to guide us as we move into the next phase of Continental’s growth.”
The firm’s role in securing financial stability was underscored by $7.4 million in claims processed in 2024, including $3.2 million in non-motor claims and $2.4 million in motor claims and $1.7 million life and critical insurance claims ensuring clients receive timely support when they need it most. These payouts have provided crucial financial relief during unexpected crises, helping clients focus on recovery instead of financial strain. “This 30th anniversary celebrates the relationships we’ve built and lives we’ve touched. Our commitment goes beyond just offering solutions. We have been building a framework that ensures financial security across generations. As we move forward, transparency, and a client-first approach will remain at the core of everything we do,” said Akshay Sardana, SEO, Executive Director, CFS DIFC Limited.
