This Valentine’s Day, AXA Mansard is doubling down on its “Payer-to-Partner” strategy, announcing a high-profile collaboration with Nollywood star Uzor Arukwe for its latest campaign, #PartnerForLife.

The move signifies a departure from traditional, transactional insurance marketing, pivoting instead toward a narrative of emotional safety and institutional reliability.

By leveraging Arukwe’s massive “Odogwu” appeal, the insurer aims to bridge the gap between financial protection and the milestones that define the Nigerian experience.

From Claims Processor to Lifestyle Partner

At the core of this campaign is a structural shift in how AXA Mansard views its relationship with its policyholders.

For Tope Adeniyi, CEO of AXA Mansard Health Limited, the #PartnerForLife theme is a deliberate push against the “transactional” stigma often associated with the industry.

“We love to build meaningful and enduring relationships. So, Valentine’s Day presents us a perfect opportunity to put our word to action, assuring our dear customers that we will always be by their sides through life’s milestones, challenges, and moments that truly matter,” Adeniyi stated.

The ‘Influencer-Market’ Fit

The choice of Uzor Arukwe reflects a calculated alignment between a celebrity’s brand persona and corporate values.

In an era where “Customer First” is often a hollow slogan, AXA Mansard is betting that Arukwe’s reputation for professional excellence and audience empathy will translate into brand trust.

Adebola Surakat, chief marketing officer at AXA Mansard, noted that the partnership is anchored in the shared values of courage and empathy.

“Uzor is an embodiment of love, empathy, and care; but more important for us is the value of customers first. We are convinced that he cherishes his audience and puts them first, that is the reason every time he has the opportunity, he puts in his best to ensure that he entertains and inspires. So, to demonstrate our commitment to the same value and show our customers that they are valued, appreciated, and celebrated, this Valentine’s season and always, we found a worthy partner in Uzor for this season.”

Gamifying Protection: The Social Media Push

To drive engagement, the campaign features a social media challenge designed to humanize the concept of “coverage.”

Participants are encouraged to tag their ‘safe spaces’, the people who make life easier, with the most engaging entries winning exclusive health insurance packages.

Building the ‘Safety’ Narrative

For three years, AXA Mansard has been on a journey to reshape the Nigerian narrative around protection. By shifting from one-off premium payments to long-term “life partnerships,” the firm is attempting to solve a critical trust deficit in the market.

In a climate where macro-economic volatility makes health and life insurance feel like a luxury, AXA’s strategy of using relatable, tech-savvy campaigns could be the key to moving insurance from an “option” to an “essential.”

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The company said this at its third edition of its flagship webinar series, ‘Achieve Much More, held virtually.

This special Women’s Day edition, themed “Women’s Wealth: How to Start from Where You Are”, was designed to equip Nigerian women with practical knowledge and tools for achieving financial security regardless of their life stage or income level.

The virtual session featured Mrs. Ibi Ibru, a seasoned financial advisor and chief executive officer of MoneyStart, as the guest speaker.

A respected content creator and influencer in the personal finance space, shared actionable strategies for saving, diversifying income, and getting started with investing—even with minimal capital.

Throughout the session, participants learned how to plan and adjust their finances across different life phases – singlehood, relationships, marriage, and parenting. The session demystified a range of investment vehicles, from traditional savings to beginner-friendly options in the Nigerian financial landscape, helping women identify how to take control of their journeys towards financial freedom.

Speaking about the initiative, Mrs. Adebola Surakat, chief marketing officer of AXA Mansard Investments, emphasized the company’s dedication to fostering a financially literate population. She stated that

“At AXA Mansard Investments, we strongly believe that financial education is not a luxury, it’s a necessity. Empowering women with financial knowledge not only transforms individual lives, but strengthens families, communities, and the broader economy. This webinar reflects our ongoing commitment to ensuring all Nigerians—regardless of gender, income, or background, have access to the tools they need to make informed financial decisions,” she said.

The ‘Achieve Much More’ webinar series is part of AXA Mansard Investments’ broader efforts to provide accessible financial education through interactive sessions, expert-led discussions, and simplified investment tools tailored to everyday Nigerians.

‘As 2025 progresses, AXA Mansard Investments remains dedicated to its mission of advancing financial literacy and supporting Nigerians on their journey to financial independence. By placing even greater emphasis on educating the public about smart money habits, we aim to empower more Nigerians to take charge of their financial future.’ Concluded Mrs. Surakat.

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The NPF recently announced that effective February 1, 2025, it will commence a nationwide enforcement of the Third-Party Motor Insurance Policy.

The initiative, which aligns with the provisions of Section 68 of the Insurance Act 2003 has been welcomed by NAICOM and the NIA respectively, noting that it is a significant step towards strengthening compliance, ensuring road safety, and protecting motorists and third parties on Nigerian roads.

Speaking on the commencement of the enforcement, Chief Marketing Officer, AXA Mansard Insurance Plc, Adebola Surakat, said with defaulters facing fines of up to ₦250,000, the tendency of unscrupulous elements selling fake motor insurance policies to unsuspecting members of the public may be on the rise. 

She advises the insuring public to secure all their insurance policies, including motor insurance from only registered companies and their accredited agents. 

“As a brand committed to protecting our customers and the insuring public, we strongly advise motorists to be cautious and obtain their insurance policies only from licensed and trusted insurers. 

The rise in enforcement may lead to a surge in counterfeit policies, leaving motorists exposed to financial risks. 

As a leader in the industry, we recognise that raising the awareness at this time is the right thing to do because if we allow the public to run into the wrong hands, it will be a setback for the tremendous work that we have been doing to build trust in insurance.

When people buy the counterfeit insurance policy, they will not be able to present it to the police nor will they be able to claim with it if any risks manifest. The backlash will be on the insurance sector, not the fraudulent agents. So, we are taking it as a responsibility to create awareness”. 

Surakat explained that people can visit either the NAICOM or NIA website for a list of registered insurance companies in Nigeria. 

“We have even made it simpler at AXA Mansard, any type of motor insurance ranging from Third Party Motor Insurance to Comprehensive Motor Insurance can be purchased straight from our website. You can get your motor insurance certificate in less than five minutes on either our website, mobile app or any of our welcome centres nationwide”, she said. 

“We have continuously demonstrated reliability through prompt claims payment and seamless customer experience. So, we assure the public of an excellent customer experience throughout the life cycle of the policy.”

AXA Mansard reassures its customers that it remains steadfast in its commitment to providing affordable, accessible, and genuine motor insurance solutions to protect Nigerian motorists from unnecessary financial liabilities.

“We understand the challenges that come with compliance, so we urge all vehicle owners to prioritize authenticity when purchasing their Third-Party Motor Insurance and avoid the risks associated with fake policies,” Surakat added.

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This announcement was made at the prestigious Annual MSME Finance Awards 2024, held Lagos.

The recognition, which is endorsed by the office of the Vice President on MSMEs & Job Creation, underscores AXA Mansard’s continued dedication and innovations to strengthen MSMEs in Nigeria.

According to the organisers, the decision for AXA Mansard nominations was reached based on its preliminary scores on an initial assessment as well as extensive deliberations by the Editorial Board of Nairametrics Financial Advocates and the Editorial Advisory Board of Economic Forum Media.

Speaking after receiving the award, Adebola Surakat, chief marketing officer, AXA Mansard Insurance Plc, said the award is another testament to the continued commitment of AXA to provide the right level of support for MSMEs in Nigeria.

She explained that the company recognises the power of MSMEs and continues to innovate to support them through solutions that can mitigate the impact of the volatile business environment.

“We are all aware that MSMEs are the backbone of the economy especially, an emerging economy like Nigeria. As a company, we are aware of the different risks that threaten these businesses and their potentials to create jobs and improve our economic indices. So at AXA, we have committed ourselves to ensuring that we design solutions that can mitigate those risks, so these business can grow and scale in a sustainable manner”.

“We are extremely happy that today, these solutions that we create in the corners of our offices is generating so much impact, so much that we were shortlisted and after going through the rigorous process, we are pronounced winner of the award tonight. We take this honour very seriously. It signals the trust that the market has in us and will serve as another reminder that we must not rest on our oars”, Surakat noted.

Annual MSME Finance Awards 2024 celebrates innovative financial services and regulatory support for Micro, Small, and Medium Enterprises (MSMEs) across Nigeria. This initiative is part of The Economic Forum Series® (EFS) in collaboration with Nairametrics Financial Advocates Limited, a leading financial and business news platform.

As a major player in Nigeria’s insurance landscape, AXA Mansard continuously strives to support MSMEs and startups with innovative solutions tailored to their unique challenges, and contributing to the broader economic growth of the nation. One of AXA Mansard’s flagship initiatives is its Annual Innovation Exchange Program, a 15-week accelerator designed to support technology innovators addressing challenges within the insurance sector.

This program connects startups with industry experts, mentors, and experiential learning opportunities through masterclasses and collaborative sessions. Successful participants may also benefit from AXA’s support as early customers.

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