Reported by Weng Patrick Atokor l Journalist at Weng Global
CHI Life Assurance Limited has launched a new campaign, “The Legacy: Golden Key of Assurance,” with a focus on encouraging Nigerians to think beyond immediate financial needs and consider how they can protect family wealth, future opportunities and the people who depend on them.
The campaign, unveiled as part of activities marking Customer Service Week, is built around the promise “Always There. When Legacy Matters.” According to the insurer, the initiative seeks to present life assurance not simply as a financial product, but as a tool for protecting the future and preserving what individuals and families work to build.
At the centre of the campaign is another message: “Pass on more than memories.”
The idea reflects a broader understanding of legacy. For CHI Life, legacy is not limited to property, money or other assets left behind. It also includes the financial protection, opportunities and stability that families can create for future generations.
A campaign built around financial protection
The launch comes as CHI Life continues to position itself within Nigeria’s developing life assurance market.
The company is a subsidiary of Consolidated Hallmark Holdings Plc and is listed by the National Insurance Commission (NAICOM) among Nigeria’s life insurance companies. CHI Life says it formally commenced business operations after receiving its operational licence on March 10, 2025.
Its current product offerings include life assurance solutions such as term assurance, whole life plans, endowment plans and keyman assurance.
For the new campaign, CHI Life is also highlighting its Rent Secure Plan and Value Plus Plan, describing them as solutions designed to help customers protect their financial aspirations and plan ahead.
The emphasis on financial protection is significant in a market where insurance remains an important mechanism for managing financial risks associated with death, disability, retirement and other life events.
NAICOM describes life insurance as providing financial protection against life-related risks and says the commission regulates life insurers to protect policyholders and promote solvent, transparent and compliant operations.
Putting employees at the centre of the message
One of the distinctive elements of the campaign is its use of CHI Life’s own employees.
According to the company, staff members were invited to submit photographs and videos for possible use in the campaign. The selected material was subsequently incorporated into cinematic, movie-inspired campaign visuals featuring the employees themselves.
The approach gives the campaign a more personal dimension.
Rather than relying entirely on conventional advertising models, CHI Life is using the people behind the organisation to communicate its message about family, responsibility and the future.
The company said the response from employees exceeded expectations, with staff members contributing photographs and videos that were incorporated into the campaign’s creative materials.
For Tope Ilesanmi, Managing Director and Chief Executive Officer of CHI Life Assurance, the decision reflects the company’s belief that insurance is fundamentally about people and the futures they are building.
Ilesanmi said the campaign represents CHI Life’s desire to reassure customers that the things they work for can be protected and preserved.
He also linked the campaign to Customer Service Week, saying the participation of employees demonstrated their connection to the company’s customer-focused mission.
From advertising to a wider conversation about legacy
The campaign is not CHI Life’s first effort to place financial legacy at the centre of its public communication.
In December 2025, the company launched an earlier nationwide marketing communications campaign also themed “The Golden Key of Assurance.” That initiative focused on raising awareness of life assurance and encouraging Nigerians to consider securing the financial future of their loved ones.
The latest campaign develops that message further by placing greater emphasis on the idea of legacy.
That distinction matters.
Financial planning is often associated with saving, investing or acquiring assets. Insurance can play a different role by helping families manage financial risks that could otherwise disrupt long-term plans.
A family’s ability to pay school fees, maintain a home, continue a business or meet other obligations can be affected when a major income earner dies or becomes unable to work.
Life assurance can therefore form part of a broader financial protection strategy.
However, the precise benefits available to customers depend on the terms and conditions of individual policies. Consumers considering insurance products need to understand coverage, exclusions, premiums, beneficiaries and claims procedures before making decisions.
CHI Life points to stronger financial capacity
The campaign is also being rolled out at a time when CHI Life has highlighted improvements in its financial position.
The insurer said its shareholders’ funds have risen above ₦11.2 billion, while total assets stand at ₦13.7 billion and its solvency margin is 110 per cent.
These figures were also reported in August following the company’s compliance with NAICOM’s recapitalisation requirements. Punch reported that CHI Life had ₦11.2 billion in shareholders’ funds, ₦13.7 billion in total assets, ₦224 million in claims paid and a 110 per cent solvency margin.
THISDAY separately reported that the company said it had been certified by NAICOM as meeting the recapitalisation requirements under the new capital regime.
The financial figures are relevant to the legacy message because an insurance company’s ability to meet valid claims is central to the confidence policyholders place in it.
CHI Life has also said its claims payments are approaching ₦1 billion in total, including a single claim exceeding ₦200 million.
These figures are company-reported and should be understood in that context.
Taking the message into public spaces
The new campaign has begun its public rollout with lamppost advertising in high-traffic areas of Victoria Island, Lagos.
The company said the campaign would subsequently extend to radio through jingles and commercials on stations including Wazobia FM, Beat FM, Brila FM, Smooth FM and Traffic FM.
The strategy gives the campaign both a physical and broadcast presence, allowing CHI Life to reach consumers beyond its existing customer base.
It also reflects the competitive environment in which life insurers are seeking to make insurance more understandable and relevant to a wider Nigerian population.
CHI Life has previously argued that the industry needs to move beyond simply selling conventional insurance products and focus more directly on the changing financial needs of individuals, families and businesses.
At a professional brokers’ event in Abuja in August 2026, Ilesanmi said the future of life assurance would depend on solutions that respond to changing customer needs and stronger collaboration with insurance brokers.
Why the campaign matters
The significance of “The Legacy: Golden Key of Assurance” extends beyond CHI Life’s marketing objectives.
For Nigerian households, the question of what happens to a family’s financial plans when circumstances change is a practical one.
A parent may be saving for a child’s education. A business owner may be responsible for employees and dependants. A household may rely heavily on one income. An individual may be planning for retirement or attempting to preserve assets accumulated over decades.
In each case, financial protection can become part of a wider plan for managing uncertainty.
That is where the language of legacy becomes relevant.
Legacy is often discussed in terms of what people leave behind. Financial protection shifts part of the conversation towards what people can put in place before a crisis occurs.
The approach also aligns with a broader message CHI Life has promoted in recent months: that insurance should be understood as a means of protecting future plans rather than merely as a policy document.
In an August 2026 statement published by the company, Ilesanmi described life assurance as a promise that extends beyond financial compensation and said the industry should focus on the future each customer is trying to protect.
The wider challenge for Nigeria’s insurance industry
For campaigns such as this to have lasting impact, awareness must ultimately translate into informed consumer participation.
Insurance companies face the challenge of explaining products in ways ordinary Nigerians can understand while building confidence around premiums, claims and customer service.
The industry’s relationship with professional brokers is also important. CHI Life and Consolidated Hallmark Insurance recently called for stronger collaboration with brokers, product innovation and greater focus on customer needs at an Ibadan Professional Brokers Forum.
For CHI Life, therefore, “The Legacy: Golden Key of Assurance” represents both a marketing campaign and an opportunity to reinforce its broader positioning in Nigeria’s life assurance market.
Its central message is straightforward: protecting a family’s future should not begin only when a crisis occurs.
What happens next
CHI Life’s campaign is expected to continue expanding across public advertising and radio channels as the insurer seeks to take its legacy message to a wider Nigerian audience.
The company is also continuing its broader strategy of strengthening its products, partnerships, technology and customer service as it seeks to deepen life insurance penetration.
For consumers, the campaign provides another prompt to consider a question that goes beyond the purchase of an insurance policy: what financial protection would remain for the people who depend on you if circumstances suddenly changed?
That question is ultimately at the heart of the legacy message.
For CHI Life, the “golden key” is insurance. For families, however, the more important issue is what that protection can mean when it is genuinely needed.
Weng Global Spotlight: The campaign illustrates how Nigeria’s insurance industry is increasingly framing life assurance around financial resilience, family responsibility and long-term planning—not simply the payment of claims after an unexpected event.
Weng Global – Stories beyond borders
Sources
- CHI Life Assurance — About the company and management information.
- CHI Life Assurance — Company website and life assurance products.
- CHI Life Assurance — Statement on financial security, innovation and broker partnerships.
- National Insurance Commission (NAICOM) — List of licensed life insurance companies.
- Punch — CHI Life Assurance’s recapitalisation and financial position.
- BusinessDay — CHI Life’s efforts to deepen life insurance penetration.
- Daily Economy — Report on “The Legacy: Golden Key of Assurance” campaign.
