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Old Mutual General Insurance Kenya (OMGIK) is ramping up its investment in agents and agency networks, betting on human trust and advisory to drive insurance uptake even as digital platforms rapidly transform how policies are sold.
In a bold hybrid distribution strategy, the insurer says intermediaries remain indispensable in bridging the insurance gap—particularly in complex segments such as health, medical, SME, and general insurance—where customers still demand personalized guidance and reassurance.
Speaking during the 2025 Old Mutual General Insurance Kenya Agents Awards Breakfast, Managing Director Japheth Ogalloh underscored the enduring value of agents in a digitizing marketplace.
“Insurance remains a trust business. Customers need advice, guidance and reassurance, especially when making decisions about health, business and family protection,” Ogalloh said. “Our agents and partners play that critical role every day.”
Even as mobile and online channels gain traction, OMGIK is positioning its agents not as obsolete middlemen but as evolving financial advisors equipped to deliver holistic solutions.
Old Mutual Group CEO Arthur Oginga noted that shifting consumer expectations are redefining the role of intermediaries—from product sellers to comprehensive financial planners.
“Customers increasingly expect integrated financial solutions—from insurance and investments to savings,” Oginga said. “Advisors must evolve to understand broader customer needs and guide them toward achieving long-term financial goals.”
To future-proof its agency network, OMGIK has rolled out digital tools aimed at boosting efficiency, productivity, and customer engagement.
Among the key initiatives is Anchor 360, a proprietary agent support platform designed to enhance performance tracking and engagement. The firm has also partnered with Agencify, enabling independent agents to digitize customer management, streamline sales processes, and scale operations.
These investments signal a deliberate pivot toward a “phygital” model—blending physical advisory with digital convenience.
The strategy appears to be paying off. The company revealed that its top two agents generated a combined KES 214 million in Gross Written Premium (GWP) in 2025, highlighting the continued power of agency distribution in expanding insurance penetration.
Rone Insurance Agency emerged as the Overall Best Agent at Bishop Branch after posting KES 139 million in GWP, while Margaret Wangui Njuguna topped the Kimathi Branch with KES 75 million.
The awards also celebrated excellence beyond sales figures, recognizing agents for customer retention, underwriting discipline, and portfolio diversification.
Beatrice Wanjiku Kariuki stood out with multiple accolades, reinforcing her reputation as a top industry performer following her previous recognition as Agent of the Year by the Association of Kenya Insurers.
As Kenya’s insurance penetration remains relatively low, OMGIK’s dual focus on digital innovation and human advisory could prove pivotal in unlocking growth.
By empowering agents with technology while reinforcing their advisory role, Old Mutual is positioning itself to capture a wider, more diverse customer base—ensuring insurance is not just accessible, but also understood and trusted.
In an era of rapid digital disruption, Old Mutual’s strategy sends a clear message: technology may change how insurance is sold, but trust—and the people who build it—remain at the heart of the business.