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Insurers in East Africa were slow to digitise. This continues to impact on the sector’s performance and contributes insurance penetration that is less than half the world average, measured as a percentage of GDP.


CarePay is the company behind M-TIBA. It was founded in 2013 by Safaricom and PharmAccess Foundation and aimed to establish itself as a technology partner of choice for the insurance sector.


Our Solution


  • We managed CarePay’s corporate verbal identity – alongside the M-TIBA go-to-market brand.
  • Retained for +5 years to manage positioning through awards, press, and events.
  • Conceived and produced the Mobile Health Transformation in Kenya thought leadership programme.
  • Developed co-branded moments with partners, including AAR, Britam, Minet, Kenya Healthcare Federation, Kisumu Country Government and more..


The Impact


  • Coverage across tier 1 local and global media.
  • Helped sign up and develop commercial partnerships with 6 leading general and public insurers..