Britam has introduced its Whole Life Insurance Plan, a permanent life insurance product designed to provide lifetime cover, estate planning support, and long-term financial protection for policyholders and their beneficiaries.
During the April 21 launch, the insurance company confirmed that the product is designed to support long-term financial security, with benefits that increase over time and estate-planning options through structured trust arrangements.
Britam Group Managing Director and CEO Tom Gitogo stated that the product reflects a shift toward long-term financial protection solutions that extend beyond basic insurance cover.
“The Britam Whole Life Insurance Plan reflects our commitment to offering solutions that go beyond basic protection. It is designed to help customers leave something meaningful for the people they love, with a cover that grows over time and lasts a lifetime,” he said.
The Whole Life solution expands Britam’s range of long-term protection solutions and responds to growing demand for products that support wealth preservation, family security, and orderly transfer of assets across generations.
“We listened to what customers and partners were telling us: they want protection that is accessible, lasting, and built around real-life needs. This plan brings together lifetime cover, flexible payment options, and simple entry requirements in a way that supports legacy planning,” added Mr. Gitogo.
Britam Highlights On Whole Life Insurance Plan Overview
On his part, Dennis Mworia, General Manager, Business Development at Britam Holdings Plc, said the Whole Life plan was developed in response to customer concerns about long-term family security.
He noted that client feedback consistently focused on the need for lasting protection beyond immediate financial needs.
“I want to know how my loved ones will be taken care of, not just for now but just for forever,” he said.
Mworia explained that the solution combines lifetime insurance cover with flexible premium payment options and additional benefits beyond the death payout.
Further, Mworia highlighted the integration of trust services as a key differentiator, enabling structured management of benefits.
He said payouts can be placed in a trust to support dependents over time and ensure funds are used as intended, reducing the risk of misuse and disputes.
Britam Whole Life Plan to Secure Wealth Beyond Death
Rahab Wangaruro, Business Development Manager, Retail Life at Britam Holdings Plc, positioned the newly launched Whole Life Insurance Plan as a shift from short-term protection to long-term financial continuity, with a focus on what happens to wealth after death.
Wangaruro said the product addresses a gap: many individuals actively build assets, such as businesses and property, but lack clear succession plans. Noting that while incomes are rising and financial awareness is improving in Kenya, protection planning has not kept pace with wealth creation.
She identified key risks facing families, including disputes over inheritance, liquidity constraints, and uncertainty following the death of a breadwinner. According to Wangaruro, the plan is designed to address these risks by introducing structured approaches to wealth distribution.
“When death occurs, families are often left facing liquidity gaps, disputes, and deep uncertainty. This is where we at Britam come in. We want people to think about wealth distribution in a structured manner,” she explained.
The product is built around three pillars: lifetime protection, wealth accumulation, and legacy creation. Wangaruro explained that the policy provides life cover that remains in force for the insured’s entire lifetime, unlike term insurance products that expire after a defined period.
Regarding wealth accumulation, Wangaruro stated that the policy’s death benefit grows by 3 percent annually, compounded. This structure is intended to preserve and increase the long-term value of the cover while providing a tax-efficient means of building financial support for beneficiaries.
She said the legacy component allows policyholders to transfer wealth across generations in a structured manner. By naming Britam Trust Services as a beneficiary, customers can specify how funds will be managed and distributed after their death, improving control over estate administration.
Payment, Benefits, and Estate Planning Structure
The Britam Whole Life Insurance Plan offers flexible payment options, allowing customers to pay monthly premiums from KSh 3,000 or make a single lump-sum payment.
Payment terms are available over 10, 15, or 20 years, and medical underwriting is required only for coverage above KSh 15 million.
Policyholders can enhance their cover through optional riders, including:
- Permanent Total Disability cover
- Critical Illness cover
- Funeral expense cover of up to KSh 500,000
These benefits, according to Britam, provide financial support in cases of disability, serious illness, or death.
The product also integrates estate planning through Britam’s trust services, allowing customers to name Britam Trust as a beneficiary for structured management of funds.
This ensures the controlled distribution of benefits in accordance with set instructions and supports orderly wealth transfer.
Customer Segments and Product Positioning
Britam’s Whole Life Insurance Plan is structured to serve different life stages: young professionals (around 25 years), growing families (around 35 years), and established earners (around 45 years).
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25-Year-Old Early Planner
Focus: Early protection and long-term affordability
| Benefit | Value |
| Death benefit | KSh 8,000,000 |
| Total annualized premium (10-year plan) | KES 6,550/month equivalent |
| Key outcome | Strong long-term growth in cover value |
35-Year-Old Family Builder
Focus: Family protection and income security
| Benefit | Value |
| Death benefit | KSh 8,000,000 |
| Total premium (10-year plan) | KES 11,400/month equivalent |
| Key outcome | Protection of income and family stability |
45-Year-Old Wealth Protector
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Focus: Wealth preservation and legacy transfer
| Benefit | Value |
| Death benefit | KSh 8,000,000 |
| Total premium (10-year plan) | KSh 18,475/month equivalent |
| Key outcome | Structured wealth transfer and estate planning |
Customer Praises Risk Awareness and Trust in Choosing the Britam Whole Life Plan
Jeruto Masiror, a 35-year-old professional, said her decision to take up the Whole Life plan from Britam Holdings Plc was driven by a personal assessment of financial risk and long-term security.
She noted that despite working in risk auditing, she initially lacked a structured personal protection plan.
Masiror explained that her transition from public service to international roles exposed gaps in personal financial planning, particularly where pension arrangements were not automatically provided.
She said trust in the insurer played a key role in her decision, citing Britam’s market presence and service approach.
“Britam is not a new player in the insurance business. It’s been there for decades, and that’s why I chose Britam,” she said, adding that the process was transparent and straightforward.
Masiror stated that the plan gives her control over her family’s financial outcomes. She said taking up the policy at 35 allows her to define how her loved ones, including her three children, would be supported in the event of unexpected life changes.
