‘Our drivers are trust and loyalty’ – Citadel Insurance CEO Angela Tabone

Citadel Insurance plc has firmly established its reputation as a trusted and influential force within the insurance services sector. What began in 1989 as a strategic partnership between major Italian insurer Assitalia SpA and Citadel Insurance Services Ltd evolved into a milestone for the Maltese insurance industry. In 1997, the collaboration gave rise to Citadel Insurance plc, marking the country’s first ever transition of an insurance agency into an established composite insurance company. Under the leadership of managing director and CEO Angela Tabone, the company has achieved steady growth amid a highly competitive landscape, navigating regulatory developments and evolving client expectations with notable agility.

After entering what was already a saturated insurance market, Citadel Insurance plc continues to distinguish itself through consistent and diversified sustainable growth. The company has evolved in step with Malta’s dynamic financial landscape while maintaining a clear focus on customer service, trust and integrity.

At the helm is Managing Director and CEO Angela Tabone, who has overseen the company’s expansion and adaptation to constant regulatory change, remaining steadfast in its founding values. She has positioned Citadel for a future shaped by digital transformation, enduring client relationships and forward-looking sustainable products, ensuring the company continues to play a defining role in Malta’s insurance market. “Insurance is a very particular industry,” she begins. “You have to evaluate risk and opportunities alongside the challenge of regulatory developments and the economic environment at large.”

Today Citadel continues to offer customers a one-stop shop for life and all general classes of business, including health and motor insurance. “Our strategy was never about continuous growth for its own sake,” Angela explains. “We focus on excellent customer service, whilst nurturing talent, which ensures our growth remains sustainable.”

For Angela, the company’s greatest strengths lie in its people and its long-standing customer relationships. “Our drivers are trust and loyalty. Over the years we have made significant progress growing our customer base, serving more needs and transforming customer experience expectations. Our retention remains exceptionally strong because we value our customers – they are at the forefront of everything we do. Our deeply loyal client base of over two decades is no small achievement in this industry.”

To keep pace with market expectations, Angela places innovation and digital transformation at the centre of Citadel’s strategy and strengths. “Innovation is constant, and digitalisation keeps you competitive and enables you to serve customers more effectively,” she says.

Her commitment to technology is both strategic and holistic. “We’ve had an in-house IT department since the company’s inception, and it’s always been one of Citadel’s core teams,” she notes. “As consumers increasingly demand fast, online solutions, we continue to evolve and strengthen our digital journey to reinforce our relationships with our customers.”

On emerging technologies such as artificial intelligence (AI), Angela takes a measured approach. “We need to ensure that any AI-driven innovations deliver their intended value. We have been working on digital transformation experiences to drive our customer engagement and better support our business growth for both personal and corporate clients, as well as our intermediaries.”

Reflecting on her leadership journey, Angela shares that growth has been a consistent theme. “Continuous and innovative development is essential. The industry presents opportunities for advancement across a wide range of areas, and I am motivated by challenges. When development is approached with this mindset, growth follows naturally.”

Adaptability and teamwork are equally central to her leadership ethos. “I continuously evolve my leadership style in line with industry and regulatory changes. Having a highly motivated team with years of experience and an excellent board that understands the business is crucial.”

This collaborative culture defines her management style. “I describe myself as a people person and believe in shaping experiences and visions into strategies that can drive efficiency, create innovative solutions and deliver growth,” she shares.

Asked about the most critical decisions she has made over the past year, Angela smiles: “Every decision is critical. Within the insurance industry, if you make the wrong decision, the consequences can certainly be critical. Operating in a highly regulated environment means every decision counts.”

She describes the insurance sector – both locally and internationally – as interesting and challenging. “Products are developed in line with a rapidly evolving market and customer trends. We are unique in the market as we are licensed to offer insurance covers throughout one’s journey in life. We were the first insurance company to introduce savings plans with additional life protection in 1998 and friendly products to align with emerging environmental priorities. We continue to develop our specialty products to better service our customers.”

Talent acquisition and retention, she adds, are global challenges. “When I speak to associates and stakeholders both locally and outside Malta, whether in the UK, Germany, or elsewhere, attracting and retaining talent is one of the top concerns,” she says. “The younger generations have changed their approach to work. Opportunities have increased and, post-COVID-19, the landscape shifted again.”

Despite this, Citadel has managed to retain a strong workforce. “We attract and retain people by offering significant opportunities for growth. We offer continuous training, beginning with a three-month onboarding period, followed by opportunities to grow or move laterally. We embrace diversity, equity and inclusivity. We are committed to providing equal opportunities to all, fostering a workplace where every individual, regardless of background, culture or identity, is treated with respect and fairness,” she affirms. “It is this dedication to creating a diverse and inclusive environment which drives innovation and ensures everyone has an equal chance to thrive.”

With a wide range of departments – from technical insurance and finance to IT, compliance, data science, and general operations –combined with overseas collaborations with service providers and reinsurers, the company offers flexible career paths. “This is one of the reasons for choosing to enter this diverse and dynamic industry,” she observes.

Among the challenges she has faced, Angela points to the pandemic as one of the most significant and most unexpected. “COVID-19 showed us that everyone is vulnerable,” she reflects. “But if you manage that vulnerability diligently, you can overcome it. We didn’t shift entirely to remote work. Our people still wanted to come to the office. We discovered new ways to operate our business model safely. We worked together as a team and ensured everyone had what they needed.”

Looking ahead, Citadel’s strategy centres on diversification, sustainability and efficiency. “We are planning to launch new products this year,” Angela confirms. “We also intend to become leaner in our operations, less paper, more digitisation and greater overall efficiency.”

She believes that locally, several opportunities remain underexplored. “Health insurance is still underestimated. People haven’t fully realised its importance. Home insurance is equally vital, especially in Malta where many people own their homes. Savings and pensions will gain further traction, and cyber risk insurance is becoming critical for businesses. Everyone is vulnerable to cyber risk, and it’s a growing area,” Angela notes.

“And if we were to speak again a year from now,” she adds, “I hope to see our new products launched successfully and our growth continuing in its forward-looking momentum. Nearly 37 years ago, Citadel was founded as an agency, and nine years after its establishment, it became the first organisation to be licensed as both an insurance company and a composite, marking a significant milestone in its development. We will continue to evolve in line with the industry we operate in. The focus remains on building upon our legacy which is guided by a long-standing commitment to integrity, service and clear, sustainable growth.”

This article is part of the serialisation of 50 interviews featured in MaltaCEOs 2026 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders.