AXA launches pan-African initiative to deepen insurance protection

AXA Mansard has launched a nationwide pan-African campaign in Nigeria called 'Culture of Care,' aimed at rekindling societal values of community support and protection through insurance solutions. The initiative, spearheaded by the company's Chief Marketing Officer, Adebola Surakat, and Chief Executive Officer, Kunle Ahmed, seeks to highlight the importance of human empathy in financial protection.

Surakat noted that AXA's purpose is to act for human progress by protecting what matters, and that the 'Culture of Care' initiative aligns with this purpose.

The campaign draws inspiration from informal structures of care that have historically sustained Nigerian society, such as family sacrifices, community solidarity, and traditional financial systems like Ajo and Esusu. Surakat emphasized that these structures of care have been a strength for generations, with individuals like mothers, fathers, teachers, healthcare workers, and neighbors playing crucial roles in supporting one another.

Kunle Ahmed, AXA Mansard's CEO, highlighted that the campaign represents a broader societal push beyond traditional underwriting, aiming to build stronger families, communities, and ultimately, a stronger Nigeria. Tope Adeniyi, CEO of AXA Mansard Health, underscored the importance of increasing insurance adoption in Nigeria, noting that the country's insurance penetration has hovered below one percent, significantly lower than the global average.

Adeniyi stressed that insurance should be seen as a practical expression of care, and that the new era for the insurance industry, following the passage of the Insurance Industry Reform Act 2025, presents an opportunity to underwrite larger risks, settle claims faster, drive inclusion, and support national economic priorities.