Delivering Insurance through Mobile platform. UAP INSURANCE KENYA
Outline Overview of Insurance & Mobile technology in Kenya SalamaSure Personal Accident Key Successes Challenges experienced AfyaImara Health Medical Insurance Lessons learnt and Key Insights
Insurance)penetra,on)in)select)countries:) 100% 90% 80% 70% %"of"adults" 60% 50% 40% 30% 62% Highest)levels)of) cover) Without Cover 20% 10% 30% 36% 43% Lowest)levels)of)cover) 22% 25% 31% 0% 5% 7% 4% Source:(Finscope,(2009,(2010,(2011,(2012(
Survey Findings - Understanding the Uninsured market( AKI SBO research report) Reasons for lack of insurance cover to the Uninsured Market Segment Low awareness,availability Product Structure - Innovations Channels of Distributing insurance. Poor public Image Needs of the Uninsured 1. Hospitals bill 2. Funeral & Social expenses 3. Life assurance Recommendations Increase Awareness on Insurance. Testimonial, reinforcement advertising. Viable and Cost effective distribution channels.- Affordable premiums Innovation in product & channels / design Research & Development
ICT( mobile tech) versus Insurance Insurance Mobile phone penetration in Kenya Insurance penetration is at 7.0% As at 30th Sept 2012, the number of mobile telephone subscribers was at 30.4M. Initiatives such as improved regulatory framework, innovative products, adoption of alternative distribution channels, enhanced public education and use of technology have contributed to the improved penetration level in Kenya. Mobile telephony penetration stood at 77.2% of total population The ICT sector continues to grow thus need for FS sector to leverage on ICT
UAP SALAMASURE PERSONAL ACCIDENT COVER SalamaSure Personal Accident cover Scope of Cover. Accidental loss of life. An insurance cover that compensates in the event of an injury or loss of life resulting from an accident Accidental permanent total disability. Medical expenses incurred as a result of accidental injury. Payment of a final benefit for purposes of organizing funeral expenses. Cost of artificial appliances.
Accessing the Salamasure Cover Dial *827# from your Safaricom line View Cover Options Register & Purchase Policy Report a Claim View Account
Successes The product has gone full cycle i.e. registration, premium payment and claim settlement. This innovation has taken UAP brand a notch higher in the industry. Won an award in Cape Town on technology innovation in insurance Product works the design worked and expected results achieved
Product Development Institutional assessment MI is a key area that UAP is keen to pursue especially with the great success with Agriculture MI Kilimo Salama & Livestock, in line with our Vision. Market Research Ref. SBO, FSD Kenya and we conducted other surveys on demand, distribution, Personal Accident on mobile phone platform Prototype design & testing- we realized that one option was over priced and we reviewed pricing Product design Simple, Understandable, ACCESSIABLE, Valuable & efficient Our experience & feedback was that the product met the threshold and ready for pilot testing
Cont. Pilot testing we tested with 135 staffs and 250 customers of varied age groups, the experience in registration, cover choice, purchase was awesome however, making a payment was not simple, and many would lapse there, we negotiated with the MN operator to integrate the SS with Mpesa and they agreed however this delayed rollout for 5 months till completion and its pilot testing of the payment integration Roll out We rolled out countrywide, did a lot on Marketing and activation, we had over 500,000 hits within the first month of launch and 312,000 successful policy. More uptake occurred when sales campaigns were on going and uptake reduced drastically when no campaign was ongoing. The USSD Code had limitations, several hops causing drop out, Uptime limited to 2 mins not sufficient, limitation to one MNO. Recommendations./Action taken increase time limit to 3 mins, Create more appealing user experience, after time out, customer will get back to where he had reached. System integration with Mobile Network Operators (MNO) for automatic renewal, Bulk sms services, Integration of the mobile platform with UAP CRM will enable a 360 degrees view of the customer across the platform, Embrace technological solution that overcome USSD code shortcomings, Developed an app a UAP app easily reached on phone main menu, Maintain USSD Code for customers without smart phones.
Cont. Continuous assessment. We continue to monitor and action as per product lifecycle stages. Challenges - Insurance awareness still low and low trust in insurance by customers. Recommendations / action started consumer education program and Insurance Info center,. We continue to invest in market needs research, remain innovative in products and channels. Currently rollout of products & processes in web portal, Mob App, starter pack
Activations
PICTORIALS SalamaSure 1 st Claimant SalamaSure 1 st Claimant and his wife
AfyaImara
Kenya Internet Penetration Number of Kenyans Online Grew by 15% in 2012
AfyaImara HEALTH INSURANCE AfyaImara Scope Affordable health insurance solution catering for both inpatient and outpatient expenses at eligible providers. AfyaImara is the first product in the Kenyan insurance sector to be offered via mobile app and web platforms. It is currently available on Android platforms. Costs of active treatment(disease, illness or injury) Hospitalization expenses including surgeon, physician, theatre, ICU & HDU fees Diagnostics and physiotherapists fees, prescribe cost of medicines
AFYAIMARA HEALTH INSURANCE - Distribution! AfyaImara is the first product in the Kenyan insurance sector offered via mobile app and web platforms.! It is currently available on Android platforms. https://play.google.com/store/apps/details?id=com.uap.afyaimara.ke
Promotion platforms Social Media Digital Marketing Facebook Boost post Promote Page Twitter Promote Handle Google Search Display Media House Sites Display Banners on popular media house sites
AfyaImara Launch Digital Expo Experiential Web portal Mobile App
STARTER PACK
INSURANCE MADE SIMPLE!
Where you can buy a starter pack. Distributing agent / vendor Supermarkets/stores Business Financial Agents/ e.g.-op kwa Jirani shops, KCB Mtaani Kiosks Golf Clubs & sports shops Cell phone companies & Mobile money operators shops Garages & service stations/petrol stations & any other retail outlets
Key Insights 1. Technology)adop,on)is)very)high)in)Kenya)and)creates)immense)opportunity) for)innova,on)in)insurance)solu,ons).)) 2. StressAtes,ng)the)marke,ng)plan,)systems)and)processes)before)a)market) launch)is)important).) 3. Appropriate)visuals)(presence))and)messaging)are)key)to)persistency) 4. Freedom)and)convenience)of)paying)premiums)at)own),me)and)leisure)must) be)balanced)with)incen,ves)that)encourage)purchase) 5. Iden,fying)appropriate)distribu,on)channels)requires)A)nonAconven,onal) approach) 6. )Distributors)expecta,ons)must)be)matched)with)delivery)especially),mely) remunera,on,)transparency)and)constant)feedback.) 7. Heavy)ini,al)below)and)above)the)line)ac,va,on)necessary)to)create)and) maintain)interest) )Be)ready)to)spend!) 8. Close)performance)monitoring)in)all)the)areas)a)key)success)factor)
Innovation: UAP Insurance Co. Questions? Automation Product Development Alternative Distribution Channels
UAP, Bishops Garden Towers, Bishops Road, PO Box 43013-00100, Nairobi, Kenya. Tel 285000, Fax 2719030, E-mail uapinsurance@uapkenya.com www.uapkenya.com