By Bakare Ogunleye
A new nationwide insurance campaign is challenging long-standing misconceptions among Nigerians and promoting a culture of financial preparediness.
The new campaign embarked on upon by many underwriters in the market but spearheaded by Leadway Assurance, the No Looseguard initiative is using relatable language and real-life scenarios to encourage individuals and families to see insurance not as a luxury, but as a practical tool for promoting their future.
With insurance penetration still under 3 per cent and long-term financial planning below 30 per cent , most Nigerians remain financially vulnerable to unforeseen events such as accidents, illness, job loss, and property damage.
The campaign, launched by the insurer, aims to bridged this gap not just by selling insurance, but by changing perceptions.
“No Looseguard,” a slang term used to warn against cerelessness, has been transformed into a national reminder to prepare for life’s uncertainties. By using familiar language and culturally resonant storytelling, the campaign speaks directly to Nigeria who often rely on faith and optimism as substitutes for concrete protection. In a society where phrases like “We go manage” and “God dey” are everyday affirmations, leadway offers a simple but powerful message.
The campaign is timely. Across the country, stories abound of families plunged into financial distress by events they couldn’t control. From floods destroying market stalls to accidents sidelining breadwinners, the economis impact of being uninsured is widespread and long-lasting. One such cases is that of Daniel, a young tech worker in Lagos whose life was upended by a car crash. With no health insurance or financial backup, he found himself facing both physical recovery and financial ruin. His story is a familiar one, illustrating the cost of ignoring risk.
Leadway’s initiative aims to make insurance relatable and accessible. Products are tauilored to suit everyday Nigerians, from market traders and commercial drivers to young professionals and low-income families. Beyond insurance, The insurer’s ecosystem including subsidiaries in pensions, health, asset management, and trusteeship offers complete suits of financial protection tools that promote long-term stability and wealth preservation. This multi-sector approach positions the company as more than an insurer it is a financial partner for individuals and families.
Economically, increased uptake of insurance reduces the burden of emergencies on personal savings, prevents financial collapse., and encourages responsible planning.
For the large economy, it means more financially secure households, reduced dependency on social donations, and better use of resources for productivity rather than recovery. By embedding insurance into the fabric of daily life, the ‘No looseguard’ campaign contributes to a more resilient and economically empowered society.
