Old Mutual General Insurance Bets on Agents to Deepen Market Penetration as Digital Sales Reshape Distribution

Old Mutual General Insurance Kenya (OMGIK) is strengthening its agent and agency network to deepen insurance uptake even as digital channels continue to reshape how customers buy insurance.The company said trusted intermediaries remain central to expanding access to insurance, particularly in health, medical, SME and general insurance segments where customers often require advice, product explanation and ongoing support.

Speaking during a ceremony to recognise the company’s top-performing agents and agency partners, OMGIK Managing Director Japheth Ogalloh said agents remain central to the company’s growth strategy and to efforts to deepen insurance uptake across Kenya.

“Insurance remains a trust business. Customers need advice, guidance and reassurance, especially when making decisions about health, business and family protection. Our agents and agency partners play that critical role every day, helping customers understand their risks and choose solutions that protect what matters,” Mr Ogalloh said.

Old Mutual Group CEO Arthur Oginga said changing customers’ needs requires financial advisors to move from selling products to holistic financial advisory.“Customer needs are changing, and we are working to ensure our advisers are prepared for that change. Customers increasingly see Old Mutual as one Group that can help them meet different financial needs, from insurance and investment to savings and other financial solutions. That means the role of the advisor must also evolve from selling a single product to understanding the customer’s broader needs and helping them plan for their financial ambitions,” Mr Oginga said.

Over the past year, Old Mutual General Insurance Kenya has strengthened support for its intermediary network through initiatives designed to improve productivity, service delivery and business growth. These include the launch of Anchor 360, an agent support platform that enhances engagement and performance management, and a partnership with Agencify to equip independent agents with digital tools to manage customers, grow sales and improve efficiency.

Old Mutual General Insurance Kenya celebrated intermediaries who delivered strong business growth, customer retention, portfolio diversification, underwriting discipline and new business acquisition during the 2025 Old Mutual General Insurance Kenya Agents Awards Breakfast.The company’s top two overall agents generated a combined KES 214 million in Gross Written Premium in 2025, underlining the continued role of agency distribution in growing insurance access across Kenya.

Rone Insurance Agency emerged as the Overall Best Agent at Bishop Branch after delivering KES 139 million in Gross Written Premium, while Margaret Wangui Njuguna was named Overall Best Agent at Kimathi Branch after generating KES 75 million, underlining the continued role of agency distribution in growing insurance access across Kenya.

The awards also recognised excellence in sustainable business practices. Beatrice Wanjiku Kariuki received multiple awards for general insurance business production, portfolio diversification and customer retention at Kimathi Branch. Her performance builds on her recognition as the Association of Kenya Insurers Agent of the Year and her record as a three-time Kimathi Branch Agent of the Month.The company also recognised top-performing intermediaries with local, regional and international incentive trips for consistently exceeding performance targets and demonstrating sustained business growth.