First Assurance Targets Kenya’s Coast as Next Frontier in 95-Year Growth Journey

There is a quiet surge building along Kenya’s coastline, and it could change how people think about one of life’s most overlooked protections.

As First Assurance celebrates 95 years in business, the company is turning its attention to one of the country’s fastest-growing yet underinsured regions, the Coast.

From the bustling port of Mombasa to the emerging business hubs of Kilifi and Kwale, this stretch of Kenya is alive with trade, logistics, tourism, and real estate development. Yet despite this economic energy, insurance uptake remains low, leaving many businesses and families exposed when disaster strikes.

In September, First Assurance hosted an intermediaries’ dinner in Mombasa, bringing together agents, brokers, and partners from across the region. The event was not just a celebration but a clear signal that the company is committed to expanding access to insurance in the coastal counties.

“As we celebrate 95 years of service, our focus remains on deepening relationships with our partners and customers,” Managing Director Stephen Lokonyo said.

“The Coast region holds immense potential, and through collaboration with our intermediaries, we’re ensuring that individuals, SMEs, and institutions alike can access financial protection and peace of mind.”

The Coast’s economy has been gaining momentum thanks to infrastructure projects, the expansion of the Port of Mombasa, and the rapid growth of small and medium enterprises.

However, many entrepreneurs and property owners still operate without insurance, often due to limited awareness or accessibility.

To bridge this gap, First Assurance is investing in partnerships, training, and technology. The company has rolled out new digital tools to support its distribution network, including online quotation systems, automated policy dispatch, and 24-hour customer support. These innovations aim to simplify access and make insurance more responsive to modern needs.

Among its standout products in the region are First Afya Biashara, a medical cover tailored for small and medium businesses, and Bima Taasisi, which protects educational institutions from risks such as fire. With more schools and private enterprises emerging along the Coast, these products are quickly gaining traction.

Behind the renewed coastal push is a company that has evolved through nearly a century of change. Established in 1930, First Assurance has grown from a small branch office into one of Kenya’s trusted insurance providers, blending tradition with innovation.

The story of First Assurance at 95 is not just about longevity; it is about reinvention. At a time when many companies look to Nairobi for growth, First Assurance is turning to the Coast, betting on its people, its entrepreneurs, and its future.

Through collaboration, digital transformation, and community engagement, the company is working to close the insurance gap and promote financial inclusion in one of Kenya’s most promising regions.