1. Marketing Microinsurance:
Insights from Five Countries
February 3, 2015
The Morocco, Egypt and Uganda projects benefit from the Agence Française de Développement support. The analysis, views and opinions
expressed are those of the author and do not necessarily reflect the position of the Agence Française de Développement.
@womensworldbnkg
#marketingMI

2. Panelists
2
Fadi Al-Tawabini,
Marketing and
Business
Development
Manager,
Microfund for
Women
Hilary Nichols,
Senior Associate,
Product
Development,
Women’s World
Banking
Cathleen Tobin,
Director, Product
Development,
Women’s World
Banking
MODERATOR
Karen Miller,
Chief Knowledge
and
Communications
Officer, Women’s
World Banking
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3. 3
Women’s World Banking’s Global Footprint
35+ years focused on women’s access to finance
21 million active clients
68% women
38 institutions
$8.5 billion in outstanding loan portfolio
$5.5 billion in deposits
MIDDLE EAST &
NORTH AFRICA
Countries: 5
Institutions: 5
SUB-SAHARAN AFRICA
Countries: 9
Institutions: 10
ASIA
Countries: 6
Institutions: 12
LATIN AMERICA AND
THE CARRIBEAN
Countries: 7
Institutions: 10
EUROPE
Countries: 1
Institutions: 1
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4. Key customer insights
 Hospitalization due to delivery is the event that matters most to women
 Women prioritize the health of their family over their own health
 The family policy cannot exceed 5JD ($7) per month
Key Product Features
 Benefit at 15JD per day for up to 30 days, with max of 48 days in policy period
 No exclusions or limitations
 Premium at 1 JD per month (negotiated down from 1.1 JD)
 Mandatory enrollment for borrower only
 Since 2012: Voluntary coverage for spouse & full family added at 1 JD per
person
Results as of August, 2014
 More than 97,000 active individual policies
 36% claims rate, almost half of which were for pregnancy-related
hospitalization
 Microfund for Women has reported higher profits and increased client retention
as a direct result of offering health microinsurance.
Microfund for Women: Ri’Aya: Meeting Client Needs
4#marketingMI

5. MFW Ri’aya’s Brochure
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6. MFW: Investing in Consumer Education
6#marketingMI

7. Marketing Microinsurance:
Insights from Five Countries
February 3, 2015
The Morocco, Egypt and Uganda projects benefit from the Agence Française de Développement support. The analysis, views and opinions
expressed are those of the author and do not necessarily reflect the position of the Agence Française de Développement.
@womensworldbnkg
#marketingMI

8. Women’s World Banking microinsurance work worldwide
8#marketingMI

9. Out-of-pocket costs differ from market to market
Access to healthcare
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10. US$ 32.29
Out-of-pocket costs differ from market to market
Access to healthcare
THE CASE IN UGANDA
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11. How communication needs differ from market to market
Awareness and perception of insurance
Perception Negative Neutral Positive
AwarenessHighLow
11#marketingMI

12. FTB TrustCare Hospital Cash: Educate on insurance

13. Tayssir Al Amana: Focus on benefits, and reinforce the
messages at several touch points
#marketingMI 13

14. Marketing Microinsurance:
Insights from Five Countries
February 3, 2015
The Morocco, Egypt and Uganda projects benefit from the Agence Française de Développement support. The analysis, views and opinions
expressed are those of the author and do not necessarily reflect the position of the Agence Française de Développement.
@womensworldbnkg
#marketingMI

15. Please enter your question into the chat box on the right.
15
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Q & A
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16. 16
https://www.surveymonkey.com
/r/marketingMIwebinar
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