Critical Illness insurance was introduced to Malaysia in the late 1980s. The popularity of Critical Illness product gained momentum during the 1990s and 2000s. Malaysia, a diverse market, has both Takaful and non-Takaful CI products. Experiences coming through from these products are different with non-Takaful products having a higher proportion of cancer claims. Our study counts Malaysia as its core market since the 1990s, and can identify risk and emerging trends for the market.