LNIG Hollard is sharpening its focus on young Basotho, rolling out a youth-centred campaign that uses music and storytelling to reshape perceptions of insurance and drive uptake among first-time earners.
The insurer has partnered with local artist Sannere, whose single Ke molato oaka anchors a broader strategy to make insurance more relatable to younger audiences. The campaign targets youth and early-career individuals, a segment the company sees as key to building long-term financial planning habits.
The move comes as Lesotho’s financial services sector continues to show uneven adoption. While financial inclusion reached 87 percent in 2021, according to FinMark Trust, insurance uptake still trails behind banking products. At the same time, informal safety nets are weakening, increasing the need for formal risk protection.
LNIG Hollard says young people represent a critical opportunity to close this gap. By engaging them early, the insurer aims to normalise insurance as part of everyday financial decision-making rather than a product reserved for later in life.
Head of Brand and Marketing at LNIG Hollard, Liepollo Tsekoa, said the company recognises that insurance has historically been seen as complex and out of reach, particularly for younger consumers.
“Insurance in many markets, including Lesotho, has often been seen as something distant or only relevant to certain income groups,” Tsekoa said.
“There is a clear need to engage underserved segments, particularly young people who are just beginning their financial journeys, so they can understand insurance as a practical planning tool.”
The collaboration with Sannere reflects a shift towards culturally relevant communication. By embedding financial messages in music, LNIG Hollard is aiming to meet young people where they are and translate technical concepts into everyday language.
“Music is a powerful reflection of our lived realities,” Sannere said.
“With Ke molato oaka, we wanted to tell a story about responsibility, dignity and the consequences of not being prepared.”
The song was released during the Easter holiday period, when travel activity rises and risks increase. The timing was designed to link insurance with real-life situations that young people encounter, reinforcing its role in providing security and peace of mind.
Beyond timing, the campaign highlights themes that resonate with younger audiences, including financial responsibility, dignified funerals and protection against household losses. It also taps into the idea of “ho Qatsoha” or levelling up, positioning insurance as a marker of financial maturity.
Early results suggest the youth-focused approach is gaining traction. Tsekoa said the campaign has driven strong digital engagement and contributed to rising interest in funeral insurance among younger consumers.
“We are seeing meaningful momentum, particularly through digital and SMS channels. More importantly, conversations around insurance are becoming normalised, with young people actively seeking information and participating in financial decision-making in ways we haven’t seen before,” she said.
Despite this progress, affordability and competing priorities remain key challenges. Many young consumers continue to prioritise immediate needs over long-term financial protection.
“A key barrier is the gap between awareness and financial prioritisation,” Tsekoa noted.
“While young people are engaging with the content, their decisions are often influenced by immediate lifestyle needs.”
LNIG Hollard says its long-term strategy is to bridge this gap by sustaining youth engagement and reinforcing the value of insurance over time.
“Our goal is to fundamentally change how insurance is perceived, understood and prioritised,” Tsekoa said.
“This is about building a generation that sees insurance not as an afterthought, but as an essential part of everyday financial life.”
The company believes that youth-driven, culturally grounded campaigns will be central to expanding insurance uptake and shaping a more financially resilient generation in Lesotho.
Summary
- LNIG Hollard is sharpening its focus on young Basotho, rolling out a youth-centred campaign that uses music and storytelling to reshape perceptions of insurance and drive uptake among first-time earners.
- “There is a clear need to engage underserved segments, particularly young people who are just beginning their financial journeys, so they can understand insurance as a practical planning tool.
- “This is about building a generation that sees insurance not as an afterthought, but as an essential part of everyday financial life.
A Professional Communications practitioner with a wealth of expertise in marketing, public speaking, communication and media relations. I believe in learning everyday and improving one’s personal and professional capabilities.
* A former journalist and radio host who is passionate about media and it’s impact on society.
