<![CDATA[Indonesia's Islamic insurance industry has expanded institutionally, yet public skepticism persists, creating a gap between organizational capacity and public trust. Existing studies discuss consumer trust, takaful governance, and strategic management largely in isolation. This study examines the Sharia Business Unit of PT Asuransi Jiwa Central Asia Raya in Yogyakarta through a qualitative documentary case study using corporate documents, the 2024 sharia financial report, OJK regulations and consumer-protection publications, regional statistics, and 21 peer-reviewed studies. TOWS analysis identifies five strengths, four vulnerabilities, five opportunities, five threats, and ten strategic alternatives. Community-based Islamic insurance literacy emerges as the priority, supported by transparent communication on the participant donation fund (tabarru'), locally embedded sharia agents, responsive complaint handling, and a clear separation roadmap. The findings suggest that trust depends not on reputation alone, but on making financial capacity, sharia governance, and consumer protection credible within local social networks.]]>
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