Nigeria’s financial services sector is witnessing a growing shift towards gender-focused products and engagement strategies, as institutions have intensified efforts to close the financial inclusion gap and unlock the economic potential of women.

Against the backdrop, Heirs Insurance Group and United Capital Plc have strengthened collaboration to promote financial wellness among women through an initiative that combines financial education with lifestyle engagement.

The partnership was highlighted at a ‘Yoga and Money Meet Up’ held in Lagos, where participants took part in guided wellness sessions alongside expert discussions on insurance, investment and asset protection.

Analysts said the initiative reflected a broader industry trend towards experiential marketing and tailored financial solutions, as operators move beyond traditional offerings to engage underserved segments, particularly women.

Chief Marketing Officer of Heirs Insurance Group, Ifesinachi Okoli Okpagu, said the programme was designed to address realities faced by women, balancing multiple responsibilities while striving for financial security.

“Self-care is not just about indulgence; it is about making deliberate choices that safeguard one’s physical, mental and financial well-being, and insurance is fundamental to that,” she said.

As part of the initiative, the insurer introduced its HerMotor plan, a product tailored for female motorists that offers coverage against accidents, fire, and theft, alongside emergency roadside support through its partnership with AA Rescue.

Managing Director, United Capital Asset Management, Odiri Oginni, said the collaboration aligned with the company’s broader commitment to empowering women financially.

She noted that financial independence and personal well-being are closely linked, adding that the firm’s women-focused investment solutions are designed to provide accessible pathways to wealth creation.