CHI Life launches legacy campaign as shareholders' funds exceed N11.2bn

CHI Life Assurance Limited has launched a new campaign aimed at encouraging Nigerians to consider life assurance as part of protecting family finances and preserving wealth for future generations. The initiative, called "The Legacy: Golden Key of Assurance," was introduced during Customer Service Week and centres on the company's message of supporting customers when long-term family and financial interests matter.

The campaign promotes CHI Life's assurance and wealth-preservation products, including the Rent Secure Plan and Value Plus Plan. According to the company, the wider objective is to encourage customers to think about legacy not only in terms of memories or possessions, but also through financial security and opportunities created for family members and other beneficiaries.

CHI Life incorporated its employees directly into the campaign rather than relying solely on conventional advertising models. Staff members were invited to submit photographs and videos, with selected contributions subsequently incorporated into movie-inspired promotional materials. The company said participation from employees was stronger than it had anticipated, allowing staff faces and voices to become a central part of the campaign's presentation.

Managing Director and Chief Executive Officer Tope Ilesanmi said the initiative reflects CHI Life's view that insurance is closely connected to the future plans of individuals and families. He said the company wanted the campaign to communicate the importance of helping customers preserve what they have worked to build. Ilesanmi also highlighted the decision to feature employees, saying their involvement helped bring the campaign concept to life.

Alongside the marketing initiative, CHI Life disclosed figures relating to its financial position and claims payments. The company said its shareholders' funds have risen above N11.2 billion following its recapitalisation efforts, while total assets stand at N13.7 billion. It also reported a solvency margin of 110 per cent.

CHI Life further said claims payments are approaching N1 billion. According to the insurer, this includes one claim exceeding N200 million, while another N224 million was paid during the most recent period referenced by the company. CHI Life presented the figures as evidence of the operational and financial capacity supporting the promises being promoted through the campaign.

The company is using the new campaign to connect its financial-protection products with broader conversations about inheritance, family security and long-term planning. Its Customer Service Week launch also places customers and employees at the centre of the initiative while promoting life assurance as a tool for protecting future financial goals.