AXA launches pan-African initiative to deepen insurance protection

AXA Mansard has launched its maiden pan-African brand campaign in Nigeria, introducing a strategic movement tagged ‘Culture of Care’ aimed at reigniting shared societal values around community support and protection.

The initiative seeks to celebrate everyday caregivers across the continent while positioning human empathy as the foundation for formal financial protection solutions.

Speaking virtually during the product unveiling in Lagos on Wednesday, the Chief Marketing Officer of AXA Mansard, Adebola Surakat, noted that the initiative aligns directly with the brand’s core corporate mandate to deepen insurance penetration across the country.

“First off, I’d like to begin with our purpose at AXA: it is to act for human progress by protecting what matters. And today, what matters to us is how we care for one another. Behind every successful family, a thriving community, and a resilient society, there’s always someone who cares for us,” Surakat said.

She explained that informal structures of care have historically sustained Nigerian society through family sacrifices, community solidarity, and traditional informal financial systems.

“For generations, this culture of care has been one of Nigeria’s greatest strengths. We can talk about a mother who sacrifices for her children, a father who provides, a teacher who inspires students, a healthcare worker who continues to serve, a firstborn who always carries additional responsibility, a neighbour who shows up, or a friend who never leaves our side in time of need.

Long before any of these formal institutions existed, communities relied on people looking out for one another. We can also all appreciate the traditional savings and contribution systems such as Ajo and Esusu, which allowed people to support one another to meet significant needs,” she added.

Highlighting the strategic drive behind the launch, the Chief Executive Officer of AXA Mansard, Kunle Ahmed, emphasised that the campaign represents a broader societal push beyond traditional underwriting.

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“That is why today, we are proud to not just be launching this campaign, but launching a movement – a movement inspired by one simple yet powerful question: Who takes care of the caregiver? This campaign reflects our ambition to go beyond insurance and champion protection in its most human form. When we bring back the culture of care, we build stronger families, stronger communities, and ultimately, a stronger Nigeria,” Ahmed said.

Reinforcing the position, the Chief Executive Officer of AXA Mansard Health, Tope Adeniyi, stated that the initiative aims to drive a national conversation on human-centred protection and shift public perception toward financial security.

“Today, we are not just launching a campaign; we are igniting a national conversation,” Adeniyi remarked. “It is about reminding ourselves of the value of care, a value that has always defined who we are as Africans, and I dare say, as Nigerians. Protection does not begin with an insurance policy; protection begins with people.”

Adeniyi further underscored the imperative of increasing insurance adoption in Nigeria given key regulatory shifts and low national coverage metrics.

According to available data, he quoted, insurance penetration in Nigeria, minus the contribution of pensions to GDP, has hovered below one per cent, which is significantly lower than the global average.

The challenge, he insisted, is helping Nigerians see insurance not as an expense, but as a practical expression of care.

“This takes even greater significance as the insurance industry enters a new era following the passage of the Insurance Industry Reform Act 2025, which includes the recapitalisation and ongoing reform agenda. Recapitalisation is not merely about increasing capital; it is about building stronger, more resilient institutions capable of underwriting larger risks, settling claims faster, driving inclusion, and supporting national economic priorities,” he stated.

He expressed optimism that a sustained focus on mutual protection would strengthen social and economic ties, adding, “Every day, Nigeria will be better as we improve and continue to celebrate the culture of care, from the home to the workplace, to industry, and beyond. Our social fabric is sustained by this culture of care, and it is very important to AXA to reignite the message, the awareness, and the understanding that we live and survive by this culture.”