Heirs Insurance Reinvents Insurance Education in Africa with Groundbreaking Web Series
In 2011, the legal drama Suits hit television screens and turned the seemingly dry world of corporate law into a global pop culture phenomenon. It showed that even the most technical industries when paired with emotional storytelling and cultural resonance could captivate mass audiences.
That same storytelling power is now being harnessed in Africa, but this time, it’s the insurance industry at the center.
In an unprecedented move, Heirs Insurance Group has launched The Underwriters, Africa’s first ever insurance web series, using entertainment as a strategic tool to educate the public and close Nigeria’s widening insurance gap.
A Creative Response to a Critical Challenge
Insurance penetration in Nigeria remains critically low, less than 1%, compared to a global average of over 7%. Across Africa, it barely reaches 3%, despite the continent’s expanding middle class and economic potential.
To address this disparity, Heirs Insurance Group took a bold approach: leverage entertainment to make insurance more accessible, relatable, and even aspirational.
The result was ‘The Underwriters’ a web series launched in late 2024 that combines romance, workplace drama, and financial literacy, all set in the day-to-day life of an insurance company.
Where Storytelling Meets Strategy
Pairing insurance with drama might seem unconventional, but it works, and the data proves it. Within just weeks of its release, The Underwriters racked up hundreds of thousands of views across YouTube, Instagram, and Facebook.
But the series is more than a marketing gimmick. It offers an emotionally engaging narrative that demystifies insurance by presenting real-life situations, loss, uncertainty, protection, and showing how insurance can make a meaningful difference in people’s lives.
One viewer from Zimbabwe shared:
“I’m a Claims Examiner in Zimbabwe, and I’m enjoying the series. Well done team.”
Others echoed this sentiment:
“First insurance movie in the federation. What better way to learn about insurance and be entertained while at it.”
Making Insurance Culturally Relevant
For many Africans, insurance still feels abstract or reserved for the elite. Heirs Insurance is flipping that script.
By tapping into the continent’s deep-rooted appreciation for drama and film, the company is shifting public perception from viewing insurance as cold and complex to seeing it as human and essential.
Much like how Suits redefined legal professionals as emotionally complex and culturally relevant characters, The Underwriters humanizes insurance professionals, showing the personal and societal value behind every policy sold or claim settled.
A Digital-First, Youth-Centric Strategy
Heirs Insurance didn’t just create compelling content; they also delivered it where their target audience already lives online.
In a world where consumers prefer binge watching YouTube series over reading brochures, The Underwriters meets them on their terms on mobile, across social platforms, and with storylines that speak their language.
The company’s digital fluency has enabled it to go beyond brand-building, it’s triggering public conversations and shifting long-held misconceptions about insurance.
More Than Content: A Movement
What makes The Underwriters remarkable is the intentionality behind it. This wasn’t a one-off creative campaign; it’s part of a larger strategy to make insurance a lifestyle, not just a policy.
Heirs Insurance Group is using the series to challenge entrenched myths:
That insurance is only for the wealthy.
That claims never get paid.
That faith alone is sufficient protection.
By doing so, they’re not just marketing a product; they’re promoting financial empowerment and inclusive protection.
About Heirs Insurance Group
Heirs Insurance Group is the insurance subsidiary of Heirs Holdings, a leading pan-African investment firm with operations in 24 countries across four continents. The Group comprises:
Heirs General Insurance Limited
Heirs Life Assurance Limited
Heirs Insurance Brokers
With a rapidly growing footprint and a strong digital presence, Heirs Insurance is leading the charge for financial inclusion in Nigeria by making insurance simple, relevant, and digitally accessible.
The Underwriters is a landmark in how financial services are communicated in Africa. It represents more than creative content; it signals a shift in how industries with low public engagement can rethink their narratives and build emotional connections.
In a sector where many struggle to stand out, Heirs Insurance has made insurance not just understandable, but watchable, shareable, and truly human.
