‎An underwriting firn, AXA Mansard Insurance has launched a new “Culture of Care” campaign to promote insurance, healthcare and financial planning as critical tools for protecting the long-term wellbeing of individuals, families and businesses.
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The campaign, unveiled in Lagos, seeks to deepen public understanding of care as a shared responsibility while repositioning insurance beyond a conventional financial transaction to an expression of protection and responsibility.
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The initiative is anchored on the philosophy that care should come first, particularly during emergencies, with financial protection providing individuals and families with the resilience to navigate unexpected challenges.
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The company said the campaign reflects its approach to healthcare and customer service, including its “care first, premium later” philosophy, under which customers are prioritised during emergencies so they can access necessary medical attention while premium-related issues are subsequently addressed.
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Speaking at the launch, Chief Executive Officer, AXA Mansard Health, Tope Adeniyi, said the campaign was designed to draw attention to the importance of caregiving and the need to provide stronger support for both caregivers and those receiving care.
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“Our bodies, our souls, and our properties matter to us. And the culture of care is very important,” Adeniyi said.
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He noted that caregiving cuts across virtually every aspect of society, as individuals care for spouses, children, parents, relatives and colleagues.
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According to him, the responsibility extends beyond individual families to healthcare, health insurance, childcare and other forms of social protection.
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Adeniyi described caregiving as an expression of compassion, love and sacrifice, stressing that society should also recognise the financial, emotional and other responsibilities borne by people who provide care.
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He said the launch of AXA Care was part of the company’s effort to draw greater attention to caregiving while supporting those who provide and receive care.
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Also speaking, Chief Executive Officer, AXA Mansard Insurance, Kunle Ahmed, said the campaign was designed to remind Nigerians of the value of care, which he noted was deeply rooted in African society.
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Ahmed said the company’s purpose was to “act for human progress by protecting what matters,” adding that AXA Mansard had over the years provided insurance, healthcare, investment and other solutions aimed at helping individuals, families and businesses manage uncertainty.
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He said protection did not begin with an insurance transaction, but with everyday acts of care within families and communities.
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“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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Ahmed said the major challenge facing the Nigerian insurance industry was not merely awareness, but helping Nigerians understand insurance as a practical expression of the care they already demonstrate in their daily lives.
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“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,” he said.
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He noted that Nigeria’s insurance penetration remained low compared with global levels despite the country’s large population, youthful demographics and economic potential.
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According to him, expanding insurance coverage could strengthen the resilience of households and businesses, improve their capacity to recover from economic and other shocks, and support long-term investment and economic growth.
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Ahmed also linked the campaign to recent developments in the industry, including the Nigerian Insurance Industry Reform Act 2025, the conclusion of the sector’s recapitalisation exercise and other ongoing reforms.
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He said the recapitalisation exercise should go beyond increasing the capital base of insurance companies to creating stronger institutions capable of underwriting larger risks, settling claims efficiently, investing in innovation and contributing more significantly to economic development.
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“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,” Ahmed said.
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He said AXA Mansard, as part of the global AXA Group, would continue to contribute to the development of Nigeria’s insurance sector by combining global expertise with local knowledge and innovation.
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Ahmed said the company was seeking to help bridge Nigeria’s protection gap by connecting insurance with values that Nigerians already understand and practise in their daily lives.
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On the financial dimension of the campaign, Chief Executive Officer, AXA Mansard Investment, Deji Tunde-Anjous, said financial wellbeing was an important component of protection because financial security gives individuals the confidence to plan for the future.
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He observed that many Nigerians who prioritise caring for their families make significant sacrifices for others while postponing their own financial goals and aspirations.
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“Caring for others should not mean compromising their own future. And this is central to the campaign,” he said.
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Tunde-Anjous said saving and investing for the future should equally be regarded as acts of care, noting that parents who save for their children’s education and individuals who build wealth for future generations are creating financial resilience for their families.
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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.
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According to him, long-term savings and investments would play an important role in creating the capital required to finance businesses, hospitals, communities and other productive assets in the future.
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He said the “Culture of Care” campaign was ultimately aimed at recognising, celebrating and supporting the everyday acts of care that sustain families and communities, while encouraging Nigerians to extend that care to their long-term financial wellbeing.
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Tunde-Anjous expressed optimism that the campaign would contribute to building a society where care is valued and financial wellbeing becomes more accessible to Nigerians.