To rewrite the ugly narrative and perception of insurance especially by younger, digitally native Nigerians and Africans at large, Heirs Insurance Group has launched a movie series called ‘The Underwriters’, Africa’s first-ever insurance centered movie’.
The Group in a statement said it chose to use entertainment to promote insurance education and drive penetration in Nigeria and Africa because the web series was presented through emotional depth and cultural relevance.
Speaking of the effort, the Communications Executive of the Group, Praise Adio, affirmed that the objective was also to make insurance a lifestyle and present its value in a simple and understandable manner.
“It is paradoxical that insurance is not a default for everyone. The project objective was ambitious. It was, therefore, both refreshing and inspiring to see Heirs Insurance Group take such a bold and creative step, leveraging entertainment, particularly film, to educate, inform, and spark interest in an industry that is not quite understood or readily accepted by the masses.”
Launched at the end of 2024, the Communication Executive maintained that more than the numbers, what truly stood out was how deep the show resonated with its viewers, noting that real-life scenarios rooted in everyday realities, told the story of how truly relevant insurance could be if more people understood and embraced it.
“The Underwriters: Where Insurance Meets Entertainment, at first glance, pairing insurance with filmmaking feels like seeing a ballerina walk into a boxing ring; two worlds that rarely intersect. Surprisingly, Heirs Insurance Group pulled it off.
“’The Underwriters’ took the digital space by surprise, quickly amassing hundreds of thousands of views across YouTube, Instagram, and Facebook within the first month of premiering. It told a simple love story set in an insurance company but with the lives of everyday people woven intricately to educate the audience of the importance of insurance”
Adio bemoaned the low insurance penetration in Nigeria which is widely as a result of held perception that the profession is meant for the “experts” or highly knowledgeable people. However, Heirs Insurance Group plugged into the African love for exciting and emotionally engaging motion pictures, reimagining insurance and demystifying stereotypes, while also entertaining the audience.
“’The Underwriters’ does not just dramatise policy sales or claim settlements, it brings them to life, making the viewers experience the everyday life of an insurance professional. With the project, people could finally understand what insurance meant for everyone.
“We are creative and Intentional. What made ‘The Underwriters’ an instant hit is the intentionality. The web series was not a random idea thrown together in a boardroom. It was the product of a bold strategy by Heirs Insurance Group to reinvent, dismantling the myths around insurance, like the notion that insurers never pay claims or that insurance is only for the wealthy and educated, or for the religious, the notion of faith answering all. We made sure that the series serves both as a brand-building tool and a platform for public enlightenment and awareness.”
She added that the Company use the push strategy (meeting the Market Where It Is), since the audience wants to be served at the comforts of their devices, and would rather binge-watch a web series on YouTube or scroll through reels on Instagram. This is where Heirs Insurance has shown true creativity.
“Rather than wait for the market to come to them, we have gone to the market in its language, on its platforms, and through its cultural lenses. The series is available online, so anyone anywhere can watch. And the results speak for themselves. With nearly 200k views and accompanied testimonials, the web series has sparked real conversations, prompting questions and comments around insurance.
“Heirs Insurance Group is not just trying to market products, it is overhauling mindsets. By tapping into entertainment, we have managed to change the tone of the industry, from cold to cool, from aloof to approachable and inclusiveness. And in a space where so many brands are fighting for attention, this makes all the difference.
“The Underwriters is not just a clever piece of communication, it is a bold declaration that insurance can be as much a part of your lifestyle as your fashion choices or streaming preferences. We are using entertainment as a tool for Insurance education, promotion and adoption as a lifestyle,” she added.