In a bold move to reshape public perception of insurance and strengthen direct customer engagement, SanlamAllianz, the pan-African insurance giant formed from the merger of Sanlam and Allianz, is launching a 12-city roadshow across Nigeria starting Monday, June 23, 2025.
The initiative is part of the company’s broader strategy to promote financial literacy, build trust in insurance, and reinforce its commitment to making protection and wealth-building services accessible to Nigerians. The cities on the itinerary include Lagos, Ibadan, Akure, Warri, Port Harcourt, Uyo, Onitsha, Enugu, Owerri, Kano, Jos, and Abuja.
Described as one of the most expansive customer outreach campaigns in the Nigerian insurance sector, the roadshow features interactive engagement forums in each location. These sessions are designed to offer Nigerians a chance to meet with SanlamAllianz executives, gain insights into the benefits of insurance, and ask pressing questions about the brand’s services.
“This nationwide campaign signals the scale of our ambition and the depth of our commitment to Nigeria,” said Tunde Mimiko, Managing Director/CEO of SanlamAllianz Life Insurance. “At the heart of insurance is trust, and trust begins with presence. This roadshow is our way of showing up—reaching people where they are and redefining insurance as a real tool for financial resilience and long-term stability.”
Echoing the sentiment, Yomi Onifade, MD/CEO of SanlamAllianz General Insurance, emphasized the need to rebuild trust and connect with real-life experiences. “Insurance becomes meaningful when it is understood and connected to people’s day-to-day realities. We are creating a space for honest conversations, listening to the people, and offering solutions that meet them where they are,” he said.
However, while the roadshow has been welcomed as a promising step forward, experts caution that its success hinges not only on reach but on what comes next.
Analysts liken the campaign to an evangelistic crusade, a powerful awareness tool that must be backed by a follow-up strategy if its objectives are to be fully realized. According to them, just like evangelists need mission teams to nurture new converts, SanlamAllianz will require a network of dedicated brokers, agents, and support teams to turn the initial excitement into sustainable customer relationships.
“Massive campaigns like this raise awareness, but they don’t automatically translate to adoption,” noted an industry observer. “Without a strong follow-up structure, especially a team of trained brokers to continue the conversation locally, the momentum could be lost.”
The importance of grassroots engagement cannot be overstated. SanlamAllianz’s city-by-city approach is a break from the traditional methods of insurance marketing in Nigeria, which often rely on brokers or digital channels with limited interpersonal reach. By stepping into the communities and opening direct lines of communication, the company is laying the groundwork for deeper insurance penetration.
About SanlamAllianz
SanlamAllianz is a leading pan-African financial services provider born from a joint venture between Sanlam, Africa’s largest non-banking financial services group, and Allianz, one of the world’s foremost insurers and asset managers. Officially launched in Nigeria in September 2023, the company operates in 27 African countries and offers a full suite of services including life and general insurance, asset management, third-party administration, assistance services, and retail credit.
With more than two centuries of combined experience between the legacy firms, SanlamAllianz aims to bring innovative insurance solutions tailored to African realities.
As the roadshow rolls across Nigeria, the company’s success will ultimately depend on how effectively it transitions from public engagement to policy uptake, from brand awareness to customer conversion. And that, experts say, will depend on what happens after the banners come down.
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