INSURERS COMMITTEE SET TO REBRAND INSURANCE IN NIGERIA
Insurance is one of those things Nigerians don’t like to hear at all. When you talk about insurance, the average Nigerian’s position is “not for me”. It has become the general perception that insurance is only for the rich. In addition, having insurance doesn’t exactly translate to a better life. Majority can’t be bothered and most people who understand the need get to see the benefit a little too late – after their un-insured assets have been damaged.
Sadly, this notion about insurance does more harm than good to Nigerians. Getting insurance is just like putting on a seatbelt while driving; it’s more about safeguarding your life and assets rather than getting caught by the road safety officials.
These are some of the reasons why the Insurers Committee has decided to educate the populace and strategically reposition the insurance industry in the minds of the public.
This rebranding programme will focus on:
- Changing the mindset of Nigerians on the business of insurance
- Ensuring the public understands the importance, values and benefits of insurance
- Showcasing the advancements made delivering efficient services within the insurance sector, to encourage more Nigerians to take up insurance
- Propagating insurance as the engine that drives key sectors and keeps them in business.
The rebranding programme was first communicated to the general public in 2017 by the Chairman, Sub-Committee on Publicity and Communications of the Insurers Committee and Managing Director, Leadway Assurance Limited, Mr. Oye Hassan-Odukale. In his words, “The low insurance penetration rate in Nigeria is as a result of the wide financial protection gap; hence we must walk hand-in-hand to ensure that risk protection and insurance education is readily accessible to the average man on the streets. We need to look beyond making sales to reversing the negative perception many Nigerians have of the insurance industry.”
The Insurers Committee’s rebranding communication campaign will commence in the coming weeks.
About the Insurers Committee
The Insurers Committee is an industry body comprising National Insurance Commission (NAICOM), the Nigerian Insurers Association (NIA), Nigerian Council of Registered Insurance Brokers (NCRIB), Institute of Loss Adjusters of Nigeria (ILAN), the Chartered Insurance Institute of Nigeria (CIIN) and the Association of Registered Insurance Agents of Nigeria (ARIAN).
Mrs Ebele Nwachukwu (MD, NSIA Insurance)
FOR THE INSURERS’ COMMITTEE