Aoun Al-Smadi: Driving Insurance Innovation and Business Growth in the UAE

Leading Shory

Al-Smadi joined Shory in May 2023 as Deputy Chief Executive Officer before assuming the CEO role in October 2024. His leadership at Shory builds on a career spanning insurance management, business planning, distribution, and operational leadership across the UAE and Jordan.

His experience includes managing insurance businesses and developing strategies across medical and motor insurance, with a particular focus on business performance and customer-oriented operations.

Building Insurance Business Expertise

Before joining Shory, Al-Smadi served as General Manager at SALAMA – Islamic Arab Insurance Co., where he managed medical and motor insurance. He previously held several leadership positions at Takaful Emarat-Insurance, including Senior Vice President, Vice President of Business Operations, and Director of Distribution.

Earlier in his career, Al-Smadi spent more than five years at MetLife, where he managed Accident & Health and agency operations. His reported achievements included launching new medical products, developing distribution channels, improving persistency, and increasing sales and active-agent numbers.

A Career in Product and Distribution Development

Al-Smadi began his insurance career in Jordan with Arab Orient Insurance Company, followed by roles at Alico and MetLife. Across these positions, he worked in sales, marketing, underwriting, product development, agency management, and distribution.

His experience has included reengineering insurance products and processes, improving underwriting limits, developing agent incentive systems, and expanding distribution channels.

Education and Professional Credentials

Al-Smadi holds a Master’s degree in Digital Marketing from Heriot-Watt University, completed between 2018 and 2020. He also holds FLMI, ACS, and CCM certifications and works across Arabic, English, and German.

Recognition by CEO Network

CEO Network recognizes Aoun Al-Smadi for his extensive experience in insurance leadership, business operations, product development, and distribution, highlighting his contribution to the development and management of insurance businesses across the UAE and the wider region.