AAR Insurance Hosts Sales Conference to Drive Trust, Innovation and MSME Growth

In a market where national insurance penetration remains stubbornly below 3 per cent, AAR Insurance has brought together industry leaders, partners and stakeholders for its annual International Sales Conference to review market dynamics and align on strategies aimed at accelerating sector growth.

The 2026 edition, taking place today and tomorrow at Safari Park Hotel, is themed “Code of trust: Driving growth through resilience, technology and compliance.” The two-day forum underscores the growing importance of governance, data protection and ethical business practices in supporting sustainable expansion within the insurance industry.

The conference has convened financial regulators, technology innovators and intermediaries to explore how digital transformation, cybersecurity and resilient systems can strengthen service delivery and enable secure growth across key insurance lines including medical, motor, home, travel and commercial cover.

Speaking during the opening sessions, Justine Kosgei, Chief Executive Officer and Principal Officer at AAR Insurance, called for a fundamental shift in the sector’s approach from reactive care models to proactive wellness strategies.

“We must fundamentally shift our approach from reactive care to proactive wellness. With Non-Communicable Diseases (NCDs) now accounting for 39 per cent of all deaths in Kenya, we can no longer be an industry that only provides support when someone falls ill. Through our partnerships and integrated wellness programmes, we work with our clients to proactively manage their physical and mental health from day one,” she said.

A key focus of the conference is the persistent protection gap facing Micro, Small and Medium Enterprises (MSMEs), widely regarded as the backbone of Kenya’s economy. Despite their importance, many remain underinsured, leaving them exposed to supply chain disruptions, property damage and liability risks.

James Kamau noted that addressing liquidity constraints remains central to improving insurance uptake among SMEs.

“We understand the cash flow challenges that modern businesses face. To address this, we have partnered with financial institutions such as NCBA Group and Fincredit to help SMEs build stronger protection frameworks. Our goal is to enable their long-term growth while safeguarding them against potential risks. By integrating Insurance Premium Financing (IPF) at the point of sale, we eliminate the upfront affordability barrier to comprehensive coverage. Ultimately, we want to ensure that pricing never stands in the way of a well-protected business,” he said.

Kosgei also urged agents and intermediaries to treat regulatory compliance as a strategic advantage in an increasingly digitised operating environment. He highlighted AAR Insurance’s recent recognition at the National Data Privacy Conference, where the company secured multiple awards, including in data protection compliance, complaints handling and awareness initiatives, as evidence of its commitment to data security and customer trust.

As the industry continues to undergo rapid digital disruption, the “Business Unusual 2026” conference is positioning itself as a platform for redefining standards in the sector. AAR Insurance says the focus on technology, proactive risk advisory and strong compliance frameworks will be central to strengthening the resilience, health and financial security of Kenyan consumers and businesses.