Bridging the Gap: Reimagining insurance for today’s Ugandan market

By Emmanuel Lulu Chaciga

In the heart of Uganda’s vibrant and fast-growing economy lies a quiet but essential pillar, insurance. It is the one product built not for the moments when things go right, but for when life takes an unexpected turn. And yet, despite its importance, insurance in Uganda is still widely misunderstood, mistrusted, and underused.

Why? Because for most Ugandans, insurance still feels like a foreign idea.

The cultural lens: "Tulina abantu baffe”

In many Ugandan homes, when a crisis hits, we don’t think about insurance: we think about our people. There’s a deep-rooted belief that when misfortune strikes, friends will contribute, family will gather, land will be sold, and the community will rally.

We say “Tulina abantu baffe” - we have our people.

It’s a beautiful testament to our culture of solidarity, but it also puts a huge strain on personal networks that are already overstretched. What if help doesn’t come in time? What if there’s nothing left to sell? What if those you’re counting on are facing their own struggles?

That’s where insurance comes in, not as a replacement for your people, but as a way to protect them from carrying your burden.

The trust deficit

Let’s be honest: most Ugandans don’t trust insurance companies. The stories are many: claims delayed, policies misunderstood, or the infamous “they never pay.” To many, insurance feels like paying for a service you may never see.

But perhaps the problem isn’t just the product, it’s the conversation.

Insurers must stop speaking at people and start speaking with them. That means using simple, relatable language, being transparent about terms, paying claims promptly, and showing up consistently when clients are at their most vulnerable.

Trust isn’t built in a brochure. It’s built in moments of need.

Insurance is a strategy

To the average Ugandan, whether a boda rider in Kyaliwajjala, a shop owner in Kikuubo, a market vendor in Gulu, or a corporate employee in Ntinda, insurance may seem like a deduction without value. But let’s rethink that.

Every time a loved one passes and you fundraise, every stolen phone or burnt kiosk, every hospital bill that drains your savings, you’re paying for a risk after it has already hit.

Insurance is about planning ahead

Life insurance is not a bet on death, it’s a legacy plan for your family.

Medical cover means receiving care without begging or borrowing.

General insurance protects your car, your home, your business, and your future from being wiped out in one bad moment.

Start small, but start smart. Insurance isn’t for the rich, it’s for the responsible.

To the insurers: Make it make sense

Ugandans are not risk-averse, we’re simply careful about where our money goes. If insurers want to grow, they must meet people where they are, not just physically, but emotionally and culturally. That means products designed with local realities in mind like funeral policies that respect cultural rites. It also means payment models that suit irregular incomes: weekly, monthly, mobile money. Customer service that is human, kind, and responsive and claims that are paid promptly, with empathy.

And most importantly: speak our language. Not just our native language but also the emotional language of care, protection, and trust.

Technology is not the future, it is the now

Uganda has over 70% mobile phone penetration. That means the tools to transform insurance delivery are already in our hands. From USSD and WhatsApp-based policy access, to mobile claims reporting, we can close the gap between insurer and client with just a few taps.

And with the right data, insurers can offer smarter, more personalized services from pay-as-you-drive motor policies to location-based agriculture insurance.

A farmer in Kiryandongo should be able to insure their maize crop just as easily as a banker insures their car in Kololo.

The business of care

Insurance is not just a numbers game, it’s the business of care.

Every policy sold should be a promise: “We will stand with you when life happens.” This means shifting the focus from sales targets to impact. It means taking the time to educate communities, run school programs, partner with SACCOs, and support women and youth with tailored products.

Let’s stop asking, “How many policies have we sold?” and start asking, “How many lives have we protected?”

A call to partnership

To the Ugandan public: Don’t wait for disaster to discover the value of insurance. You insure not because you expect trouble but because you know life is unpredictable. Start small if you must but start.

To insurance companies: Build products for real people, communicate with clarity, and deliver on your promises. The more trust you earn, the more lives you’ll touch.

To regulators: Enable innovation, support awareness campaigns, and enforce accountability across the sector.

Uganda deserves an insurance industry that is not just present but relevant, trusted, and people-centered.

We don’t just need to sell more insurance. We need to change how Uganda sees it.

And that begins now, with all of us.

The writer is a Systems Administrator & Data Analyst at MUA Insurance Uganda.