Kenya's insurance industry is increasingly shifting its focus to small businesses and education planning as firms seek to grow coverage in a market where insurance penetration remains among the lowest in Africa.
The latest push comes from SanlamAllianz Kenya, which has launched its Proud Moments Initiative, a campaign aimed at encouraging families and entrepreneurs to protect major life milestones through insurance and long-term savings products.
The move comes as Kenya's micro, small and medium enterprises (MSMEs) continue to underpin the country's economy. According to the 2022 Central Bank of Kenya (CBK) MSME Survey, the sector employs more than 14.9 million people, making it the country's largest source of employment outside the public sector.
Despite the sector's importance, insurance uptake in Kenya remains low. Industry data shows insurance penetration stands at about 2.2–2.3 per cent of GDP, well below the global average, highlighting significant room for growth as insurers compete to attract individuals, families and businesses.
The insurer says its campaign will spotlight the stories behind Kenyans' achievements while encouraging them to protect businesses, education goals and family wealth against unexpected setbacks.
Speaking during the launch, Sanlam Allianz General Insurance (Kenya) Limited Chief Executive Officer (CEO) George Kuria said every milestone deserves protection.
"At SanlamAllianz Kenya, we understand that every proud moment is the result of dedication, resilience and the courage to pursue a dream. Whether it is raising a family, investing in a child's education or growing a business, these milestones deserve to be celebrated and protected," remarked Kuria.
The company is anchoring the campaign on two existing products targeting parents and small businesses.
Its SME 360 insurance package is designed to protect businesses against risks including property damage, floods, employee injuries and third-party liabilities.
The product is also integrated with an emergency response platform that connects customers to private security, ambulance and roadside rescue services using GPS-enabled panic alerts.
On the education front, the insurer is promoting its Flexi Educator Plus plan, which combines long-term savings with life insurance and critical illness protection to help families prepare for rising education costs.
Sanlam Allianz Life Insurance Kenya Chief Executive Officer (CEO) Jacqueline Karasha said insurance should go beyond compensating losses.
"Insurance should not only respond when things go wrong; it should also help people plan ahead, protect their progress and pursue new opportunities with confidence. Proud Moments remind us that protecting a child's future, a growing business or a family's aspirations is one of the greatest ways of celebrating success," noted Karasha.
The campaign comes as Kenya's insurance sector continues to record steady premium growth, driven by increased digital adoption and demand for new products, even as low public uptake remains one of the industry's biggest challenges.
Recent industry figures show gross premiums grew by 13.4 per cent in the first half of 2025, although insurers continue to grapple with low penetration and public perceptions around insurance.