From Skepticism to Trust: How Female Agents Drive Sharia Life Insurance Adoption Through Relational Capital in an Emerging Islamic Financial Market

Authors

  • Rifanny Balqis Department of Islamic Insurance, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sumatera Utara Medan
  • Waizul Qarni Department of Islamic Economics, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sumatera Utara Medan
  • Ahmad Riadi Daulay Department of Islamic Insurance, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sumatera Utara Medan

DOI:

https://doi.org/10.26905/jrei.v7i2.17516

Keywords:

Female Relational Capital, Financial Inclusion, Islamic Insurance, Phenomenology, Relational Communication, Trust Formation

Abstract

The growth of the sharia life insurance industry continues to face challenges arising from low financial literacy and persistent public skepticism, making trust a critical determinant of market expansion. This study investigates how female agents contribute to trust formation and the development of sharia life insurance in Medan, Indonesia. Using a qualitative phenomenological approach, data were collected through in-depth interviews, observations, and documentation involving ten female agents from various sharia life insurance companies. The findings reveal that female agents leverage relational communication, empathy, and sharia literacy education to reduce customer resistance and foster trust. Their role extends beyond product marketing to serving as trusted advisors who clarify the principles of ta’awun, risk-sharing, contract transparency, and claims certainty. The study further identifies female relational capital as a key mechanism through which trust is constructed and sustained. These findings contribute to the literature on Islamic financial services by highlighting the strategic role of gender-based relational capabilities in enhancing financial inclusion and strengthening trust within sharia insurance markets.

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Published

2026-08-18

Issue

Vol. 7 No. 2 (2026): Agustus 2026

Section

Articles

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