In an industry often overshadowed by misconceptions and lacklustre perceptions, Leadway emerges as a beacon of change, steely and determined to reshape the discourse surrounding insurance in Nigeria. The Brand and communications team at the Leadway group recognises the peculiarities of each associate company of Leadway and constantly puts strategies in place to strengthen their positioning individually and as a non-banking financial group.
Specifically, the team is aware of the unpalatable bias that Leadway Assurance, the business’ insurance arm, faces regarding insurance receptivity in this clime. They recognise the prevailing attitudes toward insurance but refuse to accept them as unchangeable truths. Instead, armed with compelling data and innovative strategies, they aim to challenge stereotypes and transform public perception.
Contrary to the notion of insurance as a boring and uninspiring topic, Leadway Assurance champions a different narrative rooted in the profound impact insurance can have on individual lives and broader socio-economic landscapes. Drawing from a study conducted by Vertafore, a leader in tech-driven insurance solutions, Leadway cites evidence suggesting that most millennials perceive insurance as not merely a risk mitigator but as a catalyst for job satisfaction, work-life balance, and career advancement. This revelation serves as the foundation of Leadway’s approach, fueling their efforts to communicate the multifaceted benefits of insurance to a diverse audience.
The team’s vision for the insurance arm of the business – Leadway Assurance – is clear: to position insurance as a dynamic and essential component of Nigeria’s financial landscape. Their strategy hinges on consistency, innovation, and a relentless pursuit of meaningful engagement. Over the past decade, Leadway has spearheaded numerous initiatives to demystify insurance and foster a deeper understanding of its value proposition. Leadway has consistently leveraged targeted campaigns tailored to the youth and SME sectors to cultivate a culture of insurance literacy, empowerment, and adoption.
The brand, under the leadership of the Group Chief Marketing Officer, Olusakin Labeodan has over the years implemented a series of groundbreaking initiatives designed to resonate with younger audiences and burgeoning entrepreneurs. One of such initiative is the Media Dash Campaign targeted at young entrepreneurial Nigerians, through which it magnanimously cedes its advertising assets and platforms, albeit for a short period, to selected SMEs to showcase their products and services.
Another innovative brand engagement vehicle is the Leadway Campus Connect, a pioneering platform uniquely tailored to foster the growth and development of university students’ academic, entrepreneurial and creative drive across Nigeria. Recognising today’s youth’s immense potential and entrepreneurial spirit, Leadway has seized the opportunity to cultivate the next generation of business leaders through targeted mentorship and support.
At its core, Leadway Campus Connect is a conduit for collaboration, knowledge exchange, and experiential learning. Through strategic partnerships with academic institutions and industry experts, Leadway provides aspiring student entrepreneurs access to invaluable resources, guidance, and mentorship opportunities. The programme’s overarching objective is to equip young innovators with the skills, insights, and networks necessary to navigate the complexities of the business world and thrive in an ever-evolving landscape.
Indeed, the brand’s efforts transcend traditional marketing tactics, fostering meaningful connections and driving tangible outcomes. By strategically aligning with platforms and sub-cultural movements such as The Voice Nigeria, Creative Bloc, and Stacked December, Leadway amplifies its reach and relevance, positioning itself as a catalyst for positive change in Nigerian society.
Yet, Leadway’s commitment extends beyond promotional endeavours, encompassing a broader education and advocacy mandate. Through initiatives like the Life Conversations editorial series in mainstream newspapers, Leadway endeavours to initiate dialogue, dispel myths, and empower individuals to make informed decisions about their financial future.
Leadway, which started off as an insurance business, continues to expand its offerings, envisioning itself as a holistic non-banking financial services brand offering a comprehensive suite of solutions. The Leadway brand has redefined itself as a trusted partner in wealth creation, preservation, and management with its masterbrand campaign. The campaign showcases the brand’s diversified offerings, including pension, insurance, health management, hospitality, asset management and wills and trust services. The Leadway group seeks to become synonymous with financial security and prosperity.
Through innovation, education, and unwavering dedication, Leadway catalyses a paradigm shift, transforming insurance from a mere transactional product into a powerful enabler of socio-economic progress. As Leadway continues to chart new territories and redefine industry norms, one thing remains abundantly clear: the future of insurance in Nigeria is brighter than ever.