JazzCash, one of Pakistan’s leading digital wallets, has partnered with EFU Life Assurance to roll out the country’s first fully digital insurance service. Designed to make protection products more accessible, transparent, and inclusive, the initiative seeks to transform how millions of Pakistanis access life and health coverage. The collaboration combines EFU Life’s insurance expertise with JazzCash’s vast digital reach, offering customers an easy and reliable way to secure protection without the traditional hurdles of paperwork and processing delays.
Through this partnership, the entire insurance journey is being redefined. Customers can subscribe to policies instantly and access real-time servicing and faster claims settlement through multiple channels, including the JazzCash mobile app, official web portal, call center, and WhatsApp. With an omni-channel model at its core, the service ensures that customers, whether in urban centers or rural regions, can engage with insurance anytime and anywhere. Beyond standard protection plans, the offering introduces added benefits such as wellness incentives, health advisory services, and digital claim tracking. Premiums have been structured to be affordable and cater to diverse segments of the population, including households that have traditionally been excluded from financial services.
At the launch event, Murtaza Ali, President of JazzCash, highlighted the need for innovation in Pakistan’s insurance sector, pointing to the country’s low penetration rate of just 0.87%. He stressed that the collaboration with EFU Life would not only address access challenges but also help raise awareness of insurance as an essential financial safeguard. By leveraging JazzCash’s customer base of over 20 million active users, the partnership aims to bridge existing gaps and deliver meaningful coverage solutions that are affordable, scalable, and practical for everyday users.
Echoing these views, Mohammed Ali Ahmed, CEO of EFU Life, noted that protection products have long been perceived as complex and slow, discouraging adoption among the wider population. He explained that by combining EFU Life’s underwriting expertise and product innovation with JazzCash’s scale, the new digital-first model delivers an experience that is fast, fair, and frictionless. The service emphasizes simplicity, ensuring that customers can trust and rely on insurance without having to navigate unnecessary complications.
With traditional distribution channels limited in many areas of Pakistan, especially in smaller cities and remote villages, the initiative carries the potential to extend the reach of insurance to communities that have historically remained underserved. By streamlining processes and embedding protection into a platform already used daily by millions, JazzCash and EFU Life are setting a precedent for how technology can reshape the future of financial services in the country.
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