At just 18, Lee Kayli entered the insurance industry with the simple intention to earn more money at the side. Now, she has built a career that goes far beyond policies and commissions. Through @insurance.cakaps, Kayli has become known for her heart-led approach, guiding clients not only through financial planning but also through some of life’s hardest moments—hospital visits, funerals, and the delicate conversations around grief and legacy.
In this interview, Kayli shares what it means to build an insurance career rooted in empathy, the challenges she has faced, and why she believes insurance should be less about selling and more about holding space for people’s lives.
1. Hi Kayli, your page beautifully blends insurance planning with deeply human conversations. What initially led you to start your entrepreneurial journey as an insurance agent?
Thank you – not a common introduction to my clients, I actually started this journey right after high school.
At 18, I was a skeptical teenager who thought this work was a pastime while waiting for my tertiary studies.
During my first appointment, my palms were sweating, heart racing, presenting the sales script with a shaking voice, not sure if I am doing it right.
Fast forward 17 years, those terrifying “practice” moments had me talking to strangers effortlessly. Those strangers are now relationship for decades – they open up about vulnerable moments, life milestones, thriving times where I’m the lucky witness.
These stacking moments changed the once teenager who was just thinking about earning money, to someone now holding space for people’s deepest fears about mortality and money.
2. For those who are new to your work, how would you describe the services you offer, and what makes your approach to insurance different from others in the industry?
I help individuals and businesses find their right fit of coverage, like a concierge—both life and general insurance, plus comprehensive estate planning.
Client Example:
Take this young professional who landed her first job. She showed me policy documents that she has no idea, unable to relate to.
I assured her that making the first financial decisions for herself is scary, but at the same time empowering. She’s now located her first property and we discuss her next life stage planning – she tells me what she wants and I assist accordingly.
Common challenges I address:
- Home buyers overwhelmed by interest rates and MLTA choices
- Middle age families restructuring their personal policies
- Business owners finding what’s best for their staff
- Travelers deciding one-off or annual travel coverage
This spirit guides everything — from Mount Fuji hike insurance to coffee shop coverage.
Currently representing Allianz Life and General Insurance, RHB Trustee.
Certification: Certified Financial Planner (FPAM), Associate Registered Financial Planner (RFP, MFPC)
Resources on MLTA in Mandarin:
Part 1 : youtu.be/1pH8oocWDTM?si=ZeXQcWupEhFG5d_r
Part 2 : youtu.be/vbqLpteGAyw?si=bN1vJ4TrvLvo6fWF
3. Can you walk us through what your insurance consultation process looks like? From the first DM to finding the right coverage? What do you do differently that you think more agents should be doing?
Step 1: Understanding Real Concerns
It usually starts with a DM or text where people share their current doubts and concerns, followed by a discovery call to elaborate further.
Step 2: Making Complex Simple
During the call, my strength is using metaphors related to clients’ backgrounds to help them understand jargon and policy structures, supporting them to pick coverage that matches their current life stage.
Step 3: Comprehensive Solutions
With my wide range of product offerings, most clients can rectify and refine their financial positions
Consultation sample: A newly wed exploring coverage upgrades
During the call:
- Gets to understand each other’s insurance policies
- Budgeting for future baby insurance
- Getting their wills written
Outcome:
- Clear communication between partners
- This new family becomes supported by financial clarity
- Protection tools that address more emergencies
What Makes Me Different:
Upon any purchase, I generously share technical knowledge with my clients, assuming they’re capable of understanding it.
While many agents focus on closing deals, clients who understand jargon and how it addresses their needs become confident enough to explore more empowering tools.
The sale is just the beginning; the real work starts when life happens.
4. What drives you to keep showing up – not just as an agent, but as someone building community through conversations, health events, and workshops?
The text messages that come at strange hours.
The company who messages me every time he expands—”Kayli, we’re planning on a new outlet in these locations, when should I start giving you the details?”
The father who calls when he gets promoted: “My salary jumped 40%, should we increase the policy?”
These aren’t transactions—they’re check-ins from people who trust me to guard what matters most to them.
This journey also got me familiarize with:
- Hospitals
- Funeral parlours
- Confinement centres
All the ritual milestones of human life.
Many experience these places for the first time, watching families stumble through moments completely unprepared and overwhelmed.
Six months after funerals, clients call: “Kayli, do you have a counselor’s contact? We can’t cope mentally anymore.”
This motivates me to share my experiences as a human, to get them prepared and has less fear of making wrong choices.
5. You’ve had many meaningful exchanges with clients and friends. Can you share one moment that deeply moved you or changed how you see your work?
There are two moments that have impacted my view – one is empowering, one is regretful.
The Empowering Story: Madam Lau’s stroke
Recently, I supported a client who had a stroke while traveling. She was an active retiree, actively changing her profile photo with different countries’ scenes.
The crisis:
It was a shock — she recognized the unusual but mild symptoms and got herself to the nearest hospital in foreign country.
Three days in ICU, another three in the ward, then the angioplasty back in KL, months of physio to strengthen the limbs.
The relief:
When I took over the claims process, I watched her husband’s shoulders unhunch, tone softens. “I can focus on my recovery now, Old Man is overwhelmed,” he said.
That relief—that’s what we’re really selling.
The Regretful Story – Paul’s off-timing
But then there’s Paul, middle age, drowning in debt, business failed, and he has not purchased any insurance before. We spoke about the choices, and he said he’d back with some money to complete the purchase.
6 months later, he lost consciousness alone at home and passed – a close friend found him after not replying to his text reply. He had no insurance at all.
In his memorial, I know his family will have to deal with the emotional loss, and the debt that he doesn’t even know where to start.
I felt that I should have done better to start his coverage. It’s a guilt that will stay with me.
6. There’s vulnerability in talking about death, finances, and even doubt. What’s been one of the hardest challenges you’ve faced in your entrepreneurial journey and what helped you push through?
The hardest moments aren’t the dramatic ones—they’re the quiet years when nothing “happens.”
Some clients pay and wonder if this money is ever a wise expense.
Then in year 4, a car accident dislocated Arif’s shoulder, this young man’s bill covers the paid premium and more.
“Now I wouldn’t doubt this premium payment, and it is now my first priority bill”
That’s what makes the period of “nothing happening” worth every prompt to check coverage again.
The waiting is the hardest part of this job. But the waiting is also the entire point.
7. Do you have any small habits, tools, or systems that make a big difference in how you communicate or run your business?
Efficiency tools:
- Virtual meetings: Cut the travel time, remove distance obstacles, cut into the core discussions
- Calendly automation: Skip mundane unproductive scheduling, focus on clients priorities and policy studies
For myself:
I keep a ‘happy bank’ journal, written – as small as :
- A client’s thank you
- Their family nod of appreciation
- Text screenshots
Making it reachable in physical forms – give myself credit to keep going.
8. If you’re comfortable sharing, how has the journey been in terms of profitability and sustainability so far? What are some of the things you’re doing (or planning) to keep your business thriving in the long run?
Volatile – like riding an emotional and financial roller coaster.
In the early years, agents’ income solely based on the closed deals, which some months can be RM15,000 in commissions then next month is RM800 (Most insurers nowadays offer income subsidies to empower new agents).
Honestly, the math is brutal.
There’s no commission generated from the life insurance deal in 7th years onwards = I’m running a free concierge for clients who still need my assistance in random hours.
This job requires us to constantly acquire new clients to subsidize my current operations.
Sustainability steps:
1. Referral became a big part of my income support – my clients have been very kind to introduce their close friends and families
2. I got into commercial deals or general insurance that generate a steady stream of revenue – which leads to providing more wholesome advice for my clients.
9. The insurance industry can sometimes feel intimidating, especially with all the jargon and complexity. From your perspective, what are some of the biggest challenges the industry faces today and what common misconceptions do you hope to clear up through your work?
Myth 1: “One size fits all”
In order to simplify the deal closing process, most agents will share the same proposal to 25-year-old teachers to 45-year-old business owners, like selling fast food instead addressing real life concerns.
Myth 2: “Cheapest option can do/Buy more and be secured”
I feel wronged sometimes when my proposal is priced higher than other agents, only to find out that the plan has compromised a few key components:
- Shortened coverage length
- Less flexibility to face price hikes
- Unable to adapt priorities changes
Expensive policy could also mean cash flow is locked for future opportunities, or paid extra for a feature that is not relevant to your needs
The real work is finding what matters to you right now.
- Terrified of your children becoming a burden to relatives? Fund your will or trust using life insurance.
- Worried that I have no sufficient funds to buy over a business partner’s share when death happens? Key person insurance with agreements
- Scared of treatment options limited by panel hospital listing? Rider of critical illness.
Stop buying what your friend has. Start protecting what you actually fear losing.
10. Looking back, what’s one milestone or moment you’re most proud of, whether it’s a workshop you hosted, a post that resonated, or a client breakthrough?
Hosting that farewell and grief workshop with a funeral company earlier this year. Small group size on a weekend morning, exploring a morbid and sensitive topic together. It became the most honest and liberating conversation I’ve ever facilitated.
A young mother who just experienced the loss of her beloved grandpa, while juggling with a toddler has said this, “I can now spend time for myself and sit with both emotions of loss and joy, it’s not guilty to experience joy while grieving.”
Another participant has said this, “Turns out I don’t fear death afterall, but how can I support my loved ones financially so she can take her time to grief without the stress of living expenses?”
This was what moved me, watching strangers sharing their intimate thoughts and other resonates. I saw the relief in their face of being understood, seen and supported.
This affirms me to continue to create spaces where people can explore what’s ahead and make informed decisions smoothly, without the pressure of emergency, without the guilt and regret that comes from stumbling through life’s biggest moments blind.
Resource on waiting period and common exclusions:
www.askkayli.com/post/understanding-insurance-coverage-waiting-period-explained
11. What’s next for you? Where do you see your business heading in the next 5 years?
Insurance Cakaps Expansion
I’m tired of correcting sales-beneficial concepts instead of technical knowledge. Continue to serve bite size knowledge that makes complex topics accessible. The goal is to make protection planning feel as normal as choosing travel destinations.
Empowerment Workshops
I want to host sessions on:
- First aid,
- Mental health
- Money management
Focusing on real-life skills that empower people beyond policies. Workshop that is beyond insurance, empowering my clients to face life in any form.
Exploring becoming a financial advisor
Looking in to offer more comprehensive solutions. Right now, I can protect people from financial disaster. I want to help them build financial freedom.
Same heart, bigger toolkit.
12. What would you say to Malaysians who want to build an insurance business that’s both heart-led and practical, like yours?
This career will introduce you to every corner of life.
Some of my most meaningful relationships started across plastic stools at kopitiam, in hospital waiting rooms, at client’s office tables covered with documents.
Everyone deserves an informed decision, regardless of their bank balance or background. If you can listen without judgment, if you can grow alongside your clients instead of just selling to them, you’ll discover this career is less about sales techniques and more about witnessing the full spectrum of actual lives.
Side effect:
You’ll carry pieces of every client’s story with you :
- Their victories will make you weep with joy
- Their losses will keep you awake at night
- You’ll become part of their extended family
- The first few people they contact if there’s an emergency.
13. For anyone who’s interested in working with you, whether it’s for insurance planning or future workshops, what’s the best way to reach you or get started with a consultation?
Book a 30 minutes free consultation: calendly.com/askkayli/insurance
Website: https://www.askkayli.com/
Email: [email protected]
DM at insurance cakaps to explore what we can offer – I am excited to be in assistance.
Final Thoughts
A heartfelt thank you to @leekayli for opening up about her journey in insurance. Her story reminds us that insurance is not just about policies; it’s about people, empathy, and the lives we touch.
Here are three takeaways we loved from this interview:
- Lead with empathy. Insurance becomes meaningful when it addresses both financial security and emotional realities.
- Find your niche. Kayli’s focus on grief and funerals sets her apart, showing how specialization can build trust and impact.
- Purpose sustains growth. Anchoring your work in service makes a business not only profitable but also deeply fulfilling.
You can follow her journey on Instagram @leekayli and @insurance.cakaps, or reach out to learn more about her work in helping families prepare, plan, and heal.
