Insurers encouraged to simplify messaging to boost consumer understanding, trust

Insurers in Zambia have been urged to simplify their messages in order to enhance consumer understanding of the importance of insurance, particularly in light of the current economic challenges facing the country.

Kuda Ngoma, the Head of Marketing at ZSIC General Insurance, acknowledged that many consumers continue to struggle with understanding the vital role insurance plays in their lives.

Speaking during an interview at the 2024 Insurers Association of Zambia (IAZ) event in Chongwe last week, Ngoma said there was need for clear and simple communication.

“Insurance is still difficult to understand for many people, so we need to use simple language when talking to customers.

“This will help dispel the myth that insurance is a scam or a pyramid scheme,” Ngoma explained.

He suggested that by simplifying their messaging, insurers could improve consumer trust and increase uptake.

Ngoma also stressed the importance of insurers developing products that address consumers’ real-life problems, adding that awareness initiatives were essential in helping people grasp how insurance works.

“If we can develop solutions that solve people’s problems, and if these are backed by strong awareness campaigns, we will see a rise in the uptake of insurance products. This will help break down myths and increase consumer confidence,” he said.

Affordability, according to Ngoma, is another key factor in boosting insurance uptake.

“Affordability is critical to reaching our target audience. We need to create products that are not only accessible but also provide value,” he added.

Finally, Ngoma highlighted the importance of using the right communication channels to reach the target audience.

Effective communication, he noted, was crucial to ensure that insurance messages resonate with consumers and encourage wider adoption.

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