Since becoming the general manager of MetLife Gulf this year, Ms Marian Amezcua has brought a global perspective to a uniquely dynamic region. With over 15 years at MetLife and experience across Mexico, Turkey, Lebanon, Jordan and Egypt, she is helping to shape the Gulf’s next chapter; one focused on growth, customer value and meaningful innovation.
The Gulf is uniquely positioned
The Gulf is one of the few regions in the world where transformation is happening quickly and on a large scale. You have digitally fluent populations, forward-thinking regulators and customers who expect more from insurers. But what really sets the region apart is its openness to new models. Countries here are actively working to ensure all segments of the population are covered by insurance. Financial inclusion is a national priority, and that unlocks opportunities for meaningful impact.
Instead of simply adapting legacy systems, we’re shaping approaches that reflect the region’s unique needs. From hybrid distribution and embedded wellness to digital-first engagement, the Gulf is contributing to new standards rather than relying solely on global templates.
At MetLife Gulf, we see this as an opportunity to lead—and our New Frontier Strategy sets the direction. It’s more than a roadmap; it’s a bold shift in how we serve our customers, how we compete in the market, and how we unlock future growth.
Ambition distinguishes the Gulf
The Gulf is different from other regions in the world because of its ambition. There’s a mindset here that anything is possible. It’s a region that embraces change and challenges convention. That’s energising.
In addition, the diversity in the Gulf makes a big difference. People from so many cultures and backgrounds come together in this region, and that broadens perspectives. It strengthens teams, enhances decision-making and leads to more inclusive innovation.
Redefining insurance
We’re redefining what insurance can mean. It’s no longer just about protection, but about partnership. We want to be the insurer that not only protects our customers but also supports their wellbeing across all dimensions: financial, physical and mental.
One example is our wellness platform, 360Health. It brings together life and health insurance with support for mental health, nutrition, virtual coaching and more. We’re also expanding voluntary benefits for employees in group policies and fully digitising the customer journey for a seamless experience.
Insights from our recently conducted Employee Benefits Trends Study have been central. Employees today are more focused on prevention and wellness, not just claims. That shift is driving how we design products, build services and engage with customers.
Employee Benefits Trends Study
Insights from MetLife Gulf’s recently conducted Employee Benefits Trends Study have been central to the insurer’s actions. Employees today are more focused on prevention and wellness, not just claims. That shift is driving how MetLife Gulf designs products, builds services and engages with customers.
We launched the Employee Benefits Trends Study to share meaningful insights with our customers and partners. By uncovering what matters most to today’s workforce, we’re helping businesses stay ahead—while reinforcing our role as a trusted advisor in a rapidly changing world.?
The study showed us there’s often a gap between employer intention and employee perception. Many employers feel they’re showing care, but employees don’t always see it that way. That disconnect can eat into trust, but it also shows us exactly where to focus. We learned that trust is critical for attracting and retaining talent. People want to work for companies that genuinely care about them, and that’s where wellness becomes a strategic priority.
We didn’t treat the study as a one-off research effort. It became a foundation for change. We’ve since redesigned benefits with flexibility and long-term value in mind, particularly around mental health, financial wellbeing and life after work. It’s also changed how we engage with brokers, regulators and partners—positioning MetLife as a trusted voice in the industry.
We’re not just applying global ideas to the Gulf. In some cases, we’re exporting ideas from the Gulf to other markets. The way we’ve developed 360Health and the insights we’ve gained from EBTS are now influencing broader conversations across MetLife.
The horizon ahead for MetLife Gulf
Personalisation at scale is expected to be the most exciting development for the future at MetLife Gulf. Customers are asking for solutions that fit their lives, such as portable protection, life-stage benefits, and seamless and embedded experiences. We’re designing with that in mind.
We’re also investing in technology. From AI-powered claims to expanded telehealth and predictive platforms, we’re building systems that not only respond to customer needs but anticipate them. The more we understand our customers, the more helpful and intuitive we can be.
Across the region, in the UAE, Bahrain, Oman, Qatar and Kuwait, we’re aligning behind a common vision, while staying close to the unique needs of each market.
Leadership
Leadership means shaping what’s ahead, not waiting for it. Listening with intention, acting with clarity and earning trust through consistency.
Leadership also means creating space for others to lead. It’s about building teams that are empowered, confident and united by a shared sense of purpose.
The Gulf is showing the world what modern insurance can look like: human, accessible and relevant. I’m proud to be part of that journey, and proud that MetLife is leading it with purpose. M
Ms Marian Amezcua is SVP and general manager of MetLife Gulf.