How Britam is Using AI to Make Insurance Simpler and More Sustainable

A few years ago, getting insurance often meant forms, paperwork, branch visits, and a fair amount of waiting around.

Today, many customers simply reach for their phones.

That shift is becoming increasingly visible across Kenya’s financial sector, and Britam says technology is playing a major role in changing how people access insurance and investment services.

According to the company’s latest Sustainability Report, digital platforms and artificial intelligence are helping Britam serve customers faster while supporting its broader sustainability goals.

AI Is Already Being Used by Customers

One of the clearest examples is Bella, Britam’s AI-powered WhatsApp assistant.

Instead of navigating multiple channels, customers can engage with Britam through WhatsApp to access information, make inquiries, and begin their insurance or investment journeys.

The company reports that Bella helped onboard 18,991 new insurance customers and facilitated the opening of 11,340 investment accounts during the reporting period.

For customers, the appeal is simple: convenience.

For Britam, it is part of a larger strategy to make financial services more accessible while reducing operational inefficiencies.

Less Paper

The insurance industry has traditionally relied heavily on paperwork.

Britam says that is changing rapidly.

According to the report, over 91 percent of its transactions are now paperless, while 65 percent of customer interactions take place through digital channels.

The move not only speeds up service delivery but also reduces paper consumption and administrative overheads.

It is one of the ways technology is helping organisations align business operations with sustainability objectives.

Sustainability beyond Environmental Projects

Britam integrates Environmental, Social, and Governance (ESG) principles into its financial services, real estate, and community outreach.

Major sustainability milestones include generating up to 50% of the Britam Tower power via solar, and offering tailored Electric Vehicle (EV) Insurance to promote green mobility.

When people hear the word sustainability, many immediately think about tree planting and environmental conservation.

Britam continues to support such initiatives, including a commitment to contribute towards the planting of 60 million trees by 2030.

However, the company says sustainability also involves how services are delivered.

Digital systems help reduce waste, improve efficiency, and allow organisations to serve more customers without significantly increasing resource consumption.

Expanding Customer Reach Through Technology

The report highlights several digital initiatives aimed at improving access to financial services.

These include mobile-first insurance solutions, telehealth services, digital investment platforms, and partnerships that integrate insurance into everyday customer experiences.

Such innovations are becoming increasingly important as more consumers expect services to be available on-demand and through channels they already use daily.

Purpose-built Technology

For many companies, artificial intelligence is still something being explored.

At Britam, the technology is already being integrated into customer service, onboarding, and operational processes.

The result is a model that combines innovation, convenience, and sustainability.

As customer expectations continue to evolve, the company’s experience suggests that digital transformation is no longer just about technology.

It is increasingly becoming part of how businesses improve access, reduce waste, and build more sustainable operations.