The Insurance Culture and Conduct Steering Committee (ICCSC) recently released its first two papers entailing some of the best practice guidelines and recommended initiatives to elevate the culture and conduct standards of insurance companies, intermediaries, employees, and the insurance ecosystem. Dr Khoo Kah Siang, Chairperson, Insurance Culture and Conduct Steering Committee shares why there is an urgent need to strengthen public trust and confidence in the insurance industry, and tools companies can apply to elevate culture and conduct in their organisation.