Beyond premiums: Why insurers must put customers first

Risper Ohaga, CEO of APA Apollo Group, argues that Kenya’s insurance industry must look beyond premium growth and design services around customers’ everyday needs. In 2025, gross direct premiums reached Sh466.58 billion, up 16.5%, and insurance penetration rose to 2.63% of GDP, while 70.5% of FinAccess survey respondents used no form of insurance. Ohaga urges insurers to explain coverage and exclusions clearly, provide timely claims updates and simplify the customer journey from initial inquiry through renewal. She also notes that protection needs vary, including between small businesses and young households.