By Favour Pius
Nigeria’s financial services sector is witnessing a growing shift towards gender-focused products and engagement strategies, as institutions intensify efforts to close the financial inclusion gap and unlock the economic potential of women.
Against this backdrop, Heirs Insurance Group and United Capital Plc have strengthened this collaboration to promote financial wellness among women through an initiative that combines financial education with lifestyle engagement.
The partnership was highlighted at a “Yoga and Money Meet Up” held in Lagos, where participant ook part in guided wellness sessions alongside expert discussions on insurance, investment, and asset protection.
Analysts in the market say the initiative reflects a broader industry trend towards experiential marketing and tailored financial solutions, as operators move beyond traditional offerings to engage underserved segments, particularly women.
Chief Marketing Officer of Heirs Insurance Group, Ifesinachi Okoli Okpagu, said the programme was designed to address the realities faced by women balancing multiple responsibilities while striving for financial security.
“Self-care is not just about indulgence; it is about making deliberate choices that safeguard one’s physical, mental, and financial well-being, and insurance is fundamental to that, she said.
As part of the initiative, the insurer introduced its HerMotor plan, a product tailored for female motorists, offering coverage against accidents, fire, and theft, alongside emergency roadside support through its partnership with AA Rescue.
The product also incorporates a reward system that gives users access to discounts on wellness services, underscoring the firm’s strategy to integrate lifestyle benefits with financial protection.
Managing Director, United Capital Asset Management, Odiri Oginni, said the collaboration aligns with the company’s broader commitment to empowering women financially.
She noted that financial independence and personal well- being are closely linked, adding that the firm’s women-focused investment solutions are designed to provide accessible pathways to wealth creation.
Industry stakeholders say the growing emphasis on gender-focused financial products signals a competitive shift within the sector, as firms increasingly prioritise inclusion, innovation, and customer-centric offerings to drive growth.
They added that deepening women’s participation in financial systems could have significant implications for savings mobilization, investment growth, and overall economic development.
