How Britam Connect Is Driving Microinsurance Growth In Kenya

Insurance penetration in Kenya has remained stubbornly low, just 2.4%, largely due to perceptions that insurance cover is expensive, complex, and irrelevant to the realities of everyday people. But Britam Connect, the microinsurance arm of Britam Holdings, is changing that narrative, embedding protection into daily transactions and building trust among groups long overlooked by traditional insurers.

According to Evah Kimani, Acting CEO and Principal Officer of Britam Connect, the company is reimagining insurance to meet people where they are. “We’ve adopted a multi-channel approach that combines mobile-first solutions, SACCOs, community aggregators, and digital partnerships to reach underserved groups such as gig workers, MSMEs, and lower-income families,” she explained.

Reaching the Informal Economy

From boda riders and market traders to jua kali artisans, millions of Kenyans work in the informal sector, where financial shocks can be devastating. Britam Connect has tailored its products to fit these realities — offering flexible pricing starting from as little as KSh 5 per trip or KSh 85 per month. Today, it covers more than 4 million lives and commands over 40% of Kenya’s microinsurance market.

For Kimani, affordability alone isn’t enough. “We focus on stripping away jargon, streamlining claims to just a few days, and embedding insurance into platforms and communities people already trust,” she said.

Meeting Emerging Consumers Where They Are

With younger, digitally connected consumers on the rise, Britam Connect is innovating around lifestyle-driven needs. Parents, for instance, can now purchase Student Personal Accident Cover through Bella, Britam’s WhatsApp chatbot, while gig workers access digital hospicash products that pay out for hospital stays. Farmers benefit from climate-smart covers that protect against crop failure and unpredictable weather patterns.

“Microinsurance isn’t about pricing down traditional products,” Kimani noted. “It’s about designing around people’s lives — solutions that respond to deeply personal and financially disruptive events like business disruption, daily gig risks, or funeral costs.”

Real Impact in Communities

The results are tangible. Through a partnership with Majani Insurance Brokers under the Kenya Tea Development Agency (KTDA), Britam Connect provides affordable health insurance to more than 200,000 tea farmers and their families, covering over 600,000 lives.

In Tana River, a collaboration with Oxfam enabled 300 households to recover quickly from floods through parametric insurance that triggered payouts based on satellite data rather than lengthy claims processes.

And in urban transport, embedded accident covers for boda riders and taxi drivers have supported gig workers to recover and return to work with minimal financial strain.

Partnerships Powering Scale

Strategic alliances with telcos and digital platforms have been critical to Britam Connect’s reach. Safaricom users can access accident insurance bundled with data purchases, while riders using Little enjoy affordable coverage baked into trip payments. Airtel customers can buy policies and pay premiums digitally, removing barriers for first-time buyers.

“These partnerships are about trust,” Kimani emphasized. “For many of our users, this is their very first insurance product. Buying through a SACCO, mobile wallet, or cooperative they already rely on builds confidence and enhances uptake.”

Technology as a Gamechanger

Behind the scenes, technology is powering Britam Connect’s scale and efficiency. The company has adopted mobile-based enrollment, real-time claims processing, and self-service digital tools. In climate risk protection, satellite imagery and weather analytics are ensuring quick, accurate payouts.

Digitization has delivered results: faster claims, lower operational costs, and more inclusive access. Looking ahead, Kimani revealed that Britam Connect is exploring AI-driven platforms, chatbots, and self-service portals to further enhance customer experience.

“Ultimately, we’re not just building for access, but for dignity,” she concluded. “A seamless digital experience signals respect — it tells a boda rider or market trader: your time, needs, and money matter.”

Read Also: Britam And Partners Launch A Health Product For Women To Pay Ksh 130 Per Month