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L-R: The Chief Executive Officer, AXA Mansard Insurance Plc, Kunle Ahmed; CEO, AXA Mansard Health, Tope Adeniyi; CFO, AXA Mansard Insurance, Ngozi Ola Isreal; Chief Distribution officer, AXA Mansard Insurance Plc, Jumoke Odulami; CEO, AXA Mansard Investments, Deji Tunde-Anjous, and Head of Marketing, AXA Mansard Insurance Plc, Olusesan Ogunyooye, at the company’s unveiling of its “Culture of Care” campaign, in Lagos.
AXA Mansard Insurance has launched its “Culture of Care” campaign, aimed at promoting care and protection while highlighting the role of insurance, healthcare and financial planning in securing the long-term well-being of Nigerians.
The campaign, according to the company, seeks to deepen understanding of care as a shared responsibility across families, businesses and communities, while repositioning insurance as more than a financial transaction.
The initiative was built around the belief that care should come first, particularly during emergencies, and that financial protection should help individuals and families navigate life’s uncertainties.
The company cited its health insurance philosophy of “care first, premium later”, under which customers are prioritised during emergencies so they can receive necessary medical attention while premium issues are addressed subsequently.
According to AXA Mansard, the philosophy has helped shape its approach to healthcare and customer service over the years.
The company said the campaign was also designed to communicate the values it wants associated with the AXA Mansard brand, particularly putting customers and their needs at the centre of its operations.
In his address, the Chief Executive Officer, AXA Mansard Health, Tope Adeniyi, said the campaign was a call for society to recognise the importance of caregiving and provide better support for both caregivers and those receiving care.
“Our bodies, our souls, and our properties matter to us. And the culture of care is very important,” Adeniyi said.
He noted that caregiving cuts across virtually every aspect of society, as people care for spouses, children, parents, relatives and colleagues.
According to him, the need for care extends beyond individual families to systems such as healthcare, health insurance, childcare and other forms of social protection.
He said caregiving was an expression of compassion, love and sacrifice, adding that society must also recognise the cost and responsibilities borne by those who provide care.
Adeniyi said AXA Mansard’s launch of AXA Care was part of its effort to draw attention to caregiving while supporting those who provide and receive care.
Also speaking, the Chief Executive Officer, AXA Mansard Insurance, Kunle Ahmed, said the campaign was designed to remind Nigerians of the value of care, which he described as being deeply rooted in African society.
He said AXA Mansard’s purpose was to act for human progress by protecting what matters, noting that the company had over the years provided insurance, healthcare, investment and other solutions aimed at helping individuals, families and businesses manage uncertainty.
Ahmed empahsised that protection did not begin with an insurance transaction, but with everyday acts of care within families and communities.
“Protection begins with a mother who stays awake through the night caring for her child. It begins with parents making sacrifices so that their families can thrive. It begins with sons and daughters caring for ageing parents,” he said.
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He noted the challenge facing the Nigerian insurance industry was not simply awareness, but helping Nigerians understand insurance as a practical expression of the care they already demonstrate in their daily lives.
“When a parent purchases health insurance for a child, that is care. When a business protects its employees, that is care. When a family secures its future against uncertainty, that is care,” Ahmed said.
To him, Nigeria’s insurance penetration remained low compared with global levels, despite the country’s large population, youthful demographics and significant economic potential.
Ahmed said increasing insurance penetration could strengthen the resilience of households and businesses, improve their ability to recover from shocks and support long-term investment and economic growth.
He also linked the campaign to developments in the insurance industry, including the Nigerian Insurance Industry Reform Act 2025, the recently concluded recapitalisation exercise and ongoing reforms in the sector.
According to him, recapitalisation should go beyond increasing the capital base of insurers to building stronger institutions capable of underwriting larger risks, settling claims efficiently, investing in innovation and supporting economic development.
“A stronger insurance sector creates stronger confidence. A stronger insurance sector attracts investment. A stronger insurance sector helps to de-risk economic activities across every sector—from agriculture and manufacturing to infrastructure and digital services,” he said.
Ahmed said AXA Mansard, as part of the global AXA Group, intended to contribute to the development of Nigeria’s insurance industry by combining global expertise with local knowledge and innovation.
He said the company wanted to help close Nigeria’s protection gap by connecting insurance with values that Nigerians already understand and practise.
In his remarks, the Chief Executive Officer, AXA Mansard Investment, Deji Tunde-Anjous, said financial well-being was an equally important component of protection because financial security gave people the confidence to plan for the future.
He said many Nigerians who care for their families often make significant sacrifices for others while postponing their own financial goals and aspirations.
“Caring for others should not mean compromising their own future. And this is central to the campaign,” he said.
Tunde-Anjous said saving and investing for the future should also be seen as acts of care, noting that parents who save for their children’s education and individuals who build wealth for future generations were creating financial resilience for their families.
He said AXA Mansard Investment was focused on helping Nigerians translate present financial decisions into future opportunities through savings, investments, financial inclusion and digital services.
According to him, long-term savings and investments would play an important role in creating the capital needed to build businesses, hospitals, communities and other productive assets in the future.
He said the Culture of Care campaign was ultimately a call to recognise, celebrate and support the everyday acts of care that sustain families and communities, while encouraging Nigerians to extend that care to their long-term financial well-being.
He expressed hope that the campaign would contribute to building a society where care is valued and financial well-being is more accessible to Nigerians.
