CHI Life Assurance Limited has launched a new campaign aimed at encouraging Nigerians to view life assurance as a practical way of protecting family wealth, securing future aspirations and building a lasting legacy.
The campaign, titled “The Legacy: Golden Key of Assurance,” was unveiled as part of activities marking Customer Service Week and is built around the message, “Always There. When Legacy Matters.”
At the heart of the campaign is a powerful idea: “Pass on more than memories”, reflecting the belief that a meaningful legacy is not defined solely by what people leave behind, but also by the security, opportunities and financial protection they create for those who matter most.
The campaign highlights CHI Life’s life assurance and wealth preservation solutions, including its Rent Secure Plan and Value Plus Plan, designed to help customers protect their financial aspirations and plan for the future.
CHI Life placed its own people at the centre of the creative execution. Ahead of the launch, employees were invited to submit their photographs and videos for possible inclusion in the campaign. The response, according to the company, exceeded expectations, with staff members contributing enthusiastically to the initiative.
The selected entries have been transformed into cinematic, movie-inspired campaign visuals featuring the real faces and voices of CHI Life employees. The result is a campaign that seeks to tell the story of legacy through the people who represent the brand every day.
Speaking on the campaign, Managing Director/CEO, CHI Life Assurance Limited, Mr Tope Ilesanmi, said the initiative reflects the company’s understanding of insurance as fundamentally a business about people and their futures.
“Insurance is ultimately about people and the futures they are building. ‘The Legacy: Golden Key of Assurance’ captures what CHI Life stands for: being there for our customers and giving them the confidence that what they have worked for will endure. We are especially proud that this campaign carries the faces and voices of our own staff members.”
Ilesanmi added that the overwhelming response from employees reinforced the significance of the campaign.
“When we asked our staff members to be part of this campaign, we hoped for participation. What we received was passion. Their videos and photographs brought our idea to life in a way no studio could have. Customer Service Week is the right moment to say thank you and to show that our customers are at the heart of this brand.”
While The Legacy campaign is built around an emotional promise, CHI Life Assurance Limited says its ability to deliver that promise is underpinned by growing financial strength and operational capacity.
Following its deliberate recapitalisation journey, the company’s shareholders’ funds now exceed N11.2bn, while total assets stand at N13.7bn, with a 110 per cent solvency margin.
The company has also continued to demonstrate its commitment to claims settlement, with claims paid approaching N1bn, including a single claim of more than N200m. A further N224m was paid in the last period alone.
For CHI Life, these figures represent more than financial performance.
