Kenyan insurers are bundling investment products with life and health cover to combat stagnant insurance uptake, which remains significantly below the global average.

• Insurance penetration in Kenya has hovered around 2.2% - 2.44%, despite gross written premiums reaching Sh395.3 billion.
• Key players like Liberty Kenya and Britam are offering investment-linked plans designed for education, retirement, and wealth creation with embedded protection.
• This strategy aims to attract customers who are hesitant to buy standalone insurance but are motivated by investment goals, as demonstrated by Liberty Life's enhanced LifeVest plan.