A Matter of Risk shows how insurance companies established themselves in an unfamiliar environment, marketed new products, responded to diverse demands and safeguarded market share and profit against competition. Local firms faced a major challenge as overseas insurance companies moved from running agency offices to setting up of branches, taking over or collaborating with existing companies, and eventually incorporating themselves as local companies. The study looks at the role of tariff associations and insurance trade organizations such as the Persatuan Insurans Am Malaysia (Malaysian General Insurance Association) in maintaining order in the industry through self-regulation.