Britam unveils Whole Life Insurance Plan to boost legacy planning

From left: Jeruto Masiror, Britam Whole Life customer; Moses Kang’ethe, Chief Financial Officer, Britam Life Assurance Company Ltd; and Tom Gitogo, Managing Director and CEO, Britam Holdings Plc, during the official launch of the Whole Life Insurance Plan at Britam Towers in Nairobi on April 21, 2026. The lifetime insurance solution supports wealth preservation, family security and the orderly transfer of assets across generations.

The lifetime insurance solution is designed to support wealth preservation, family security and the orderly transfer of assets across generations.
Britam Holdings Plc has launched a new lifetime insurance product aimed at helping Kenyans plan for the future, protect their wealth and provide long-term financial security for their loved ones.

The Britam Whole Life Insurance Plan offers permanent life cover, distinguishing it from term insurance policies that expire after a specified period. Under the new plan, policyholders enjoy continuous protection throughout their lifetime, ensuring that beneficiaries receive financial support whenever the policy matures.

A key feature of the product is its annual growth structure, where the sum assured increases by three per cent each year. This is designed to help preserve the value of the policy against inflation and changing economic conditions over time. Additionally, all benefits payable under the policy, including death, disability and critical illness claims, are tax-free, providing maximum value to beneficiaries.

The insurer says the solution is tailored to address the growing need for structured financial planning among Kenyan families. It provides a reliable way for individuals to pass on wealth while reducing uncertainty during succession. The plan can also help cover estate-related costs, easing the financial burden often associated with inheritance processes.

Another defining aspect of the Whole Life Insurance Plan is its integration with trust services. Customers have the option of naming Britam Trust as a beneficiary, enabling the policy benefits to be managed under a formal trust arrangement. This approach allows policyholders to set clear instructions on how and when funds are distributed to beneficiaries, ensuring that financial support is delivered in a controlled and organised manner.

Speaking during the launch, Managing Director and CEO Tom Gitogo said the new product reflects Britam’s commitment to offering solutions that go beyond basic insurance cover. He noted that the plan is designed to help customers create a lasting legacy for their families through a combination of lifetime protection and steadily growing benefits.

He added that the company developed the product in response to feedback from customers and partners who are seeking more flexible and long-term financial solutions. According to him, the plan brings together accessibility, simplicity and durability, making it suitable for a wide range of customers with different financial goals.

The Whole Life Insurance Plan also offers flexible premium payment options. Customers can choose to pay monthly premiums starting from KSh 3,000 over periods of 10, 15 or 20 years. Alternatively, those who prefer a one-time payment can opt for a single premium arrangement. This flexibility allows individuals to select a payment structure that aligns with their income levels and financial priorities.

Medical requirements for the policy have been simplified to enhance accessibility. Customers are only required to undergo medical examinations for cover amounts exceeding KSh 15 million, making it easier for many individuals to enrol without complex procedures.

In addition to the core life cover, the plan allows policyholders to enhance their protection through optional benefits. These include permanent total disability cover, critical illness cover and funeral expense cover. The funeral benefit can go up to KSh 500,000, offering immediate financial support to families during difficult times.

Britam says the introduction of the Whole Life Insurance Plan expands its portfolio of long-term financial solutions and strengthens its position in the life assurance market. The product is expected to appeal to individuals seeking reliable ways to safeguard their assets and ensure smooth transfer of wealth across generations.

The launch comes at a time when more Kenyans are becoming aware of the importance of financial planning and risk management. With rising economic pressures and evolving family needs, demand for insurance products that provide both protection and investment value continues to grow.
By combining lifetime cover, flexible payment options and estate planning features, Britam aims to provide a comprehensive solution that addresses these emerging needs. The company maintains that the product is built around real-life experiences, offering practical support to families at different stages of life.

The Whole Life Insurance Plan also aligns with Britam’s broader mission of safeguarding the dreams and aspirations of its customers. Through this product, the insurer seeks to empower individuals to make informed financial decisions that secure their future and that of their dependants.

Industry analysts note that products such as whole life insurance are increasingly gaining traction in Kenya, particularly among middle-income earners and professionals who are looking for sustainable ways to manage wealth. The inclusion of trust services further enhances the appeal of such products by providing structured and legally recognised frameworks for asset distribution.

As the financial services sector continues to evolve, companies are focusing on innovation and customer-centric solutions to remain competitive. Britam’s latest offering reflects this shift, highlighting the growing importance of integrated financial planning tools in the market.

With the launch of the Whole Life Insurance Plan, Britam is positioning itself to meet the changing needs of customers who are looking beyond short-term cover to long-term financial stability. The insurer remains optimistic that the product will contribute to increased insurance uptake in the country while helping families build and preserve wealth for future generations.