Britam is deepening its push into long-term financial planning products with the launch of a new solution aimed at Kenyan households looking to secure wealth beyond a single generation.
The move by Britam introduces the Britam Whole Life Insurance Plan, a permanent life cover product designed to protect a policyholder for their entire lifetime while also helping families plan how wealth is preserved and transferred over time.
The insurer says the plan is structured differently from traditional life insurance products that expire after a fixed term. Instead, it remains active for life and is designed to build value over time. One of its key features is a 3 per cent annual increase in benefits paid to beneficiaries, a mechanism Britam says is meant to protect payouts from losing value due to inflation and rising living costs.
In practical terms, the plan combines life cover with long-term financial planning. It is positioned not just as a safety net in the event of death or disability, but also as a structured tool for managing inheritance and building financial continuity within families.
Benefits
Britam has also confirmed that all benefits under the policy—including death cover, disability compensation, and critical illness payouts—will be tax-free. This ensures beneficiaries receive the full value of the policy without deductions, strengthening its appeal as a wealth transfer instrument.
Managing Director Tom Gitogo said the product responds to a growing need for financial solutions that go beyond short-term protection.
“The Britam Whole Life Insurance Plan reflects our commitment to offering solutions that go beyond basic protection,” Gitogo said.
Adding;
“It is designed to help customers leave something meaningful for the people they love, with cover that grows over time and lasts a lifetime.”
A central feature of the plan is its link to estate planning through trust services. Policyholders are able to assign Britam Trust as a beneficiary, allowing insurance proceeds to be managed under a formal trust arrangement.
This structure gives families more control over how money is distributed after the policyholder’s death. Instead of a lump-sum payment, funds can be released gradually under conditions set in advance. These conditions may include age limits, education milestones, or specific financial needs.
Britam says this approach is intended to reduce common challenges seen in inheritance processes, including disputes among beneficiaries and mismanagement of lump-sum payouts. It also ensures that dependents, especially minors, are financially supported over a longer period rather than receiving large one-off payments.
The product also offers flexible contribution options to suit different income levels. Customers can start paying premiums from as little as Sh3,000 per month, with payment terms spread across 10, 15, or 20 years. Alternatively, clients can opt for a single lump-sum payment depending on their financial capacity.
This flexibility is designed to make the product accessible to a wider market, including young professionals building wealth gradually and higher-income earners seeking structured estate planning solutions.
Medical underwriting is only required for coverage above Ksh 15 million, a feature Britam says is intended to simplify entry into the product for most customers and reduce barriers associated with medical screening.
Policyholders can also enhance their cover through optional benefits. These include permanent total disability cover, critical illness protection, and funeral expense cover. The funeral benefit provides up to Sh500,000 to help families handle immediate costs such as burial arrangements and related expenses.
Britam says the introduction of the whole life plan reflects a broader shift in Kenya’s insurance market, where consumers are increasingly looking for financial products that combine protection, savings discipline, and long-term planning.
The insurer notes that this demand is especially strong among middle- and upper-income households that are prioritising structured wealth transfer and financial stability for future generations.
Industry trends show that more insurers are now blending insurance with investment and estate planning features, responding to changing consumer expectations around financial security.
With this launch, Britam is positioning itself within that evolving space, offering a product that aims to protect families today while also ensuring that wealth is preserved and passed on in a more organised and intentional way in the future.
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