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Trust and integrity will drive the success of insurance industry

Africa News News African October 13, 2026 · Comments off

There are millions of insurance companies worldwide, but only a few thousand continue to flourish. From experience, I know that what sets successful insurers apart is how they treat customers, particularly when handling claims.

Insurance is meant to protect businesses, individuals, communities and nations from the financial consequences of adversity. It gives people confidence that when something goes wrong, they will not have to face the consequences alone.

The true test of an insurer, therefore, comes long after a policy is purchased, when a customer needs the promise behind it to become reality.

Unfortunately, some insurers, in pursuit of higher profits, focus more on finding reasons to reject claims than supporting legitimate ones. Others exploit technicalities and procedural requirements to avoid payment. While such practices may protect short term financial interests, they erode trust, the foundation of the insurance business.

Customers judge claims not only by the outcome but also by the experience. They remember whether the process was straightforward, communication timely and their concerns addressed. Above all, they want to feel supported.

Customer service goes beyond answering calls promptly or responding to emails within set timelines. It requires empathy.

Behind every claim is someone facing uncertainty: an employee seeking medical treatment, a family mourning a loved one or a business recovering from a loss. Such customers need more than financial compensation. They need reassurance, guidance and confidence that someone is helping them navigate difficult circumstances.

Transparency is equally important. Customers should not have to decipher complicated policy language to understand their cover or why a claim has been rejected. Even when a claim cannot be paid in full, insurers owe customers clear, honest explanations.

Speed also matters because delays can deepen financial hardship. A business awaiting compensation for dam-aged equipment, for instance, may struggle to resume operations.

Equally important is advocacy. Insurance professionals should guide customers through complex policy wording, documentation requirements and claims procedures, helping ensure legitimate claims are resolved fairly and efficiently.

Judith Atieno is the Customer Experience and Relationships Manager, Minet Kenya

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