By Henry Uche
Leadway Group has unveiled a nationwide retail campaign aimed at deepening financial inclusion and expanding awareness of its diverse range of solutions. This initiative reaffirms the company’s commitment to providing accessible, customized financial products that cater to the evolving needs of Nigerians.
The campaign, tagged “No Looseguard”, is a collaborative effort among Leadway Group’s five subsidiaries and business extensions: Leadway Assurance Company (LAC); Leadway Asset Management (LAM); Leadway Pensure (LP); Leadway Capital and Trust (LCT); and Leadway Health (LH). Together, these entities offer a holistic approach to financial security and wellbeing, ensuring Nigerians have access to robust insurance, investment, pension, trust, and health solutions.
The campaign aims to educate Nigerians about the importance of proactive planning for wealth creation, risk management, retirement security, wealth protection, wealth transfer, and physical well-being. It emphasizes that the tools for effective planning are available to Nigerians through the comprehensive one-stop shop offered by the Leadway Group.
Speaking on the campaign, Diana Mulili, Head of Digital Business at Leadway, highlighted the significance of intentional life decision-making and the Group’s commitment to empowering individuals to make smarter choices for their financial security, fulfilled living and peace of mind, despite life’s uncertainties.
“Nigerians need to take deliberate steps to secure their financial future and overall well-being. As the campaign rightly states, ‘Life comes at you fast,’ so don’t lose guard; because if you snooze, you lose. We have launched this campaign to educate and engage the market, equipping individuals with the knowledge and tools to make informed financial, health, and life choices.
“Our unified retail campaign allows us to communicate consistently across multiple platforms, strengthening brand awareness, trust, and customer engagement across our range of services.”
Diana further highlighted Leadway’s commitment to customer-centric and innovative solutions, stating, “In today’s rapidly changing financial environment, consumers are looking for not only security but also personalised services that seamlessly integrate with their diverse needs. Leadway Group is well-equipped to meet these expectations through a diverse portfolio that offers real value and peace of mind.”
To ensure maximum impact, the campaign launched strategically with market activations focused on key commercial hubs across Nigeria, in Lagos, Abia, Enugu, Ibadan, and Abuja. Through targeted outreach in these locations, Leadway aims to bridge the gap in financial literacy and accessibility.
Ultimately, this digital media-led integrated communications campaign reaffirms Leadway Group’s relentless quest to empowering Nigerians with essential financial tools, health management solutions, and the knowledge needed for long-term security and prosperity. By enhancing awareness and accessibility, Leadway Group plays a crucial role in strengthening Nigeria’s financial ecosystem.
A customer of Leadway who pleaded anonymous expressed optimism saying that very soon, many Nigerians would become enlightened and empowered with requisite knowledge to take insurance decisions and plan their life even as the business world keeps evolving and becoming uncertain.
According to him, it’s high time Nigerians took their future state very serious, given the hyper level of Volatile, Uncertain, Complex and Ambiguous socioeconomic environment.
“Nigerians should seek advice on financial security to secure their future because the wo5is not smiling. And insurance and risk management experts are one of those who are fit and proper to offer such council. If every insurance company in Nigeria should consciously hit the market with various offerings, sooner, the negative narrative would be rewrite. We need more people to disenchant and disabuse the minds of Nigerians with respect to insurance” he implored.