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31 THISDAY • WEDNESDAY, MAY 20, 2015<br />

BUSINESSWORLD<br />

INSURANCE<br />

Odukhale : Retail Insurance is the Only Way<br />

to Develop Nigerian Insurance Industry<br />

Mr Oye Hassan-Odukhale is the Managing Director of Leadway Insurance LTD.<br />

In this interview with Ebere Nwoji, he spoke extensively on burning issues in<br />

the insurance industry especially the importance of developing retail insurance in<br />

Nigeria excerpts.<br />

You have just pushed a unique insurance<br />

product to the market , the Family Benefit<br />

Plus, which is a kind of funeral expenses<br />

insurance cover and in retail insurance<br />

category, what informed your effort in<br />

this direction now?<br />

Insurance is a business that you do with<br />

a large number of people. You want to make<br />

sure that you touch people. One of the things<br />

we have been accused of in Nigeria is not<br />

reaching large number of Nigerians.That is low<br />

insurance penetration in the country.<br />

You penetrate insurance better by selling the<br />

product generally to a larger number of people.<br />

Even the commissioner for insurance himself<br />

agree that we have not adequately penetrated<br />

the market.<br />

Nigeria has a population of over 175 million<br />

people so where we look at it that the market is<br />

tough, people outside Nigeria see it as opportunity<br />

because they look at the number of people we<br />

have and if you can sell products to them you<br />

know you have penetrated the market. So it<br />

is a matter of time we are looking at it also<br />

that we need to look at our backyard .There<br />

are people to reach there,I look at it that we<br />

in insurance industry , we have been a bit lazy<br />

I will be frank with you .We are not trying to<br />

reach people enough with insurance. When it<br />

comes to overall premium income of insurance<br />

industry,it is not all that bad but most of them<br />

come through commercial insurance because<br />

you can sell one policy to an organisation for<br />

a couple of millions.<br />

You need to sell probably 1000 policies to<br />

individuals to make that same level of premium<br />

and previously we had challenges of bad payments<br />

system because you want to sell in a way that<br />

you can efficiently collect your premium. Now<br />

it is getting better but we are still struggling.<br />

You Cannot say you want to post your cheque<br />

from your house to insurance company, you<br />

are not sure of the safety and if you have to<br />

use a dispatch to go and collect N2000 from<br />

Ajegunle, you know the expense of using that<br />

dispatch.<br />

So we have a lot of things that have not<br />

worked in our favour and when you use<br />

agents, some agents can be very funny and that<br />

also can affect your brand. Sometimes they will<br />

collect the premium they will not remit it to<br />

the company then you have insured that is not<br />

happy with you. So we have a lot of challenges<br />

but still is not enough reason for us not to try<br />

and take advantage of the opportunities that are<br />

just lying at our door steps in terms of market in<br />

Nigeria, but I think we are all waking up to it.<br />

Talking about retail market , your<br />

colleagues out there complain that it is<br />

expensive what is your own experience?<br />

Retail is very very expensive but is the only<br />

way out.If you don’t face it now, you have to<br />

face it some other time and it takes a while to<br />

reach a critical mass in retail but in terms of<br />

investment, it is very expensive.Now we believe<br />

in Leadway, that if we don’t do it now when<br />

will you do it because one day you have to do<br />

it. You have to look at the retail market that is a<br />

case for you.Corporate insurance with time may<br />

reduce because there are a lot of mechanisms<br />

in term of managing risks but the retail person,<br />

the man that has one car must insure that one<br />

car because that is the only car he has.But the<br />

man that has 50 cars, to insure one may be<br />

hard because he has other cars. That is how<br />

to relate cooperate to individuals.<br />

So the person that needs insurance more is<br />

the individual, am not saying cooperate don’t<br />

need insurance, they need insurance but their<br />

own insurance is more sophisticated but the<br />

basic insurance: your motor, fire, house, children<br />

‘s education is mostly individuals but to reach<br />

them, that is why I said reaching them, collecting<br />

premium is expensive.<br />

Odukhale<br />

So what is the way forward?<br />

Am not saying because it is expensive we<br />

will not face it, yes we will face it.Now when<br />

you see some foreign companies coming to<br />

Nigeria, that is what is attracting them.They<br />

are not coming to Nigeria to insure NNPC, no<br />

they are not interested there , they are coming<br />

to Nigeria to insure people like you.That is<br />

what is attracting them.they deal with so many<br />

people with low insurance density they know<br />

it is going to be expensive initially but when<br />

you overcome it you will just be cruising but<br />

to reach that critical mass. In Nigeria,we must<br />

reach that critical mass,people must feel our<br />

impact as an industry , companies feel our impact<br />

because we pay their claims, but individuals<br />

will say insurance companies,they don’t pay<br />

claims but companies say we pay claims because<br />

we are not reaching them they are not feeling<br />

our impact enough, now if people start buying<br />

policies from insurance companies and they<br />

are getting paid or whatever, that is how the<br />

news will spread and they will share with their<br />

friends saying ah!these people are paying o!.<br />

For instance,now you buy insurance of this<br />

Family Benefit Plus and something happens<br />

to your family and you get paid and you have<br />

a smooth burial,you will tell your friends that<br />

ah! this thing worked for me and that is the<br />

best advertisement .So it will get around.<br />

So if you want to share your latest<br />

experience in terms of retail insurance<br />

what will be your opinion?<br />

There is still work in progress, we are not<br />

yet there, but we are ready to face it squarely.<br />

There is mass premium in retail insurance for<br />

instance, in corporate you con do premium of<br />

N1billion but for you to do N1 million in retail,<br />

it will take you a long time, it is a lot of policy<br />

count. You have to issue a lot of policies. But<br />

overall retail can be more profitable when you<br />

get the right number .Also it smoothens your<br />

experience.If yo are insuring one big factory<br />

now,if there is a claim, you know how much<br />

you will pay. But if you are insuring retail,<br />

how much claims can you have.Also in retail<br />

insurance, companies retain more premium<br />

because if you are insuring your car and<br />

your car is N5million, Leadway can retain<br />

it.But if Leadway is insuring a plane for $5<br />

million Leadway cannot retain a premium<br />

of $5million . So if you pay us the premium,<br />

it is going to the reinsurance.So if you work<br />

out a premium retained in commercial insurance<br />

and retail insurance, you see that in retail<br />

insurance, you are better off.For instance, if you<br />

are a commercial insurer and you are doing a<br />

premium of N1billion you may probably retain<br />

N300million premium,am just talking of the<br />

curve but if you are a retails underwriter, if<br />

you do N1billion you may retain N900million<br />

that is the difference.<br />

Bancassurance guideline was recently released<br />

after it was suspended, what opportunities does<br />

that offer to insurance:<br />

I think what the CBN wanted to achieve<br />

was to ensure that the banks are not exposing<br />

their balance sheet to any insurance risk at all<br />

and which in some experience we have seen<br />

it about to happen or nearly happened.They<br />

want to make sure that it is very clear that<br />

the risk lies with underwriter that the banks<br />

are not exposed .I think that is the genesis of<br />

that circular to me . The CBN is saying hold<br />

on, you are a banker yes you have clients<br />

let’s study it very well ,we will allow you to<br />

expose your clients to insurance companies,<br />

but the risk rests with the insurance companies<br />

totally no risk should in any way or any form,<br />

be in your books and if things are not very<br />

clear,there can be mistakes.In Leadway we have<br />

experienced it with one bank particularly we<br />

have to accommodate the claim because it was<br />

not tidy and it was their fault and when I was<br />

talking with the MD of the bank he said wao!<br />

I did’t know this thing can create problem for<br />

us this way that was about the time Central<br />

Bank suspended it.<br />

So things can go wrong if they were not<br />

well defined and that is what CBN is trying<br />

to guard against.<br />

But there is a provision in the guideline<br />

that says banks are only limited to two<br />

insurance companies meaning that if a<br />

bank can accommodate two, insurance<br />

companies can go to a number of banks, it<br />

was not specific how many banks insurance<br />

companies can sign up to.<br />

No insurance companies can sign up with all<br />

the banks . If you are one of the two the banks<br />

want to sign up with,what they are saying is<br />

that they want the banks to be limited to two<br />

partners and I think it is just the beginning.You<br />

know when you come up with new things,you<br />

want to study it gradually and see how it goes<br />

you make it a bit tight but with time you will<br />

release it so they are just limiting the banks<br />

to two and I don’t think there is any problem<br />

with that.<br />

You don’t think it could place the banks<br />

in such a position that insurance companies<br />

will have to cluster or compete to partner<br />

with banks?<br />

No they are just saying that one bank can have<br />

not more than two insurance partners, any two<br />

insurance partners .What they are also saying<br />

is that let the banks also be able to compare<br />

not just be confined to one insurance company<br />

because there is value in competition for the<br />

consumer. So they want the banks to be able<br />

to relate with two insurance companies not just<br />

one. So I think that is what they are doing and<br />

I don’t think there is any problem with that.<br />

The first quarter results are coming in<br />

and some of the results are not too robust<br />

showing that probably the industry didn’t<br />

do well.The group life insurance ,police<br />

pension have not been paid why is the<br />

result like that ?<br />

You have said it, the premium has not been<br />

paid, and it cannot be ignored.We also know<br />

that there is a challenge in the economy. Government<br />

must set priorities for what they do but I<br />

believe that very soon they will look into that<br />

area. There have been challenges, you know<br />

our main source of foreign revenue income<br />

is oil and there is deep in the oil price so it<br />

affected everything ,it affected government<br />

revenue, you know many state governments<br />

have not paid salaries, so you want to resolve<br />

these things before you say you want to pay<br />

insurance premium.But overall every business<br />

go through turbulent times it cannot be smooth<br />

and selling every time you must go through<br />

some hard time, the economy gets through hard<br />

times, we pray that it will get better again.It<br />

cannot just be one way traffic, there may be<br />

times you have challenges in every industry.<br />

How soon do you see recovery?<br />

We have a new government coming up and<br />

we all pray that it will find solution to all these<br />

problems we are facing in the country. Look<br />

at the cue of petrol.But It is for every body<br />

not just for the insurance industry, it is for the<br />

entire economy and insurance is a reflection of<br />

what is happening in the economy we don’t<br />

create business we only insure business so if<br />

the business is not doing well, what are you<br />

going to be insuring, we are the mirror of the<br />

economy so is only when the economy is doing<br />

well that we do well also.If the economy is not<br />

doing well what are we going to be insuring.<br />

You are a major player in life insurance<br />

and pension.Both offer benefits to retiree s<br />

on the platform of annuity and programme<br />

withdrawal and Nigerians are at liberty<br />

to choose between the two, what is your<br />

experience in annuity and programme<br />

withdrawal pension market?<br />

It depends on what the insured wants. It is<br />

like you want to buy a car, you want to buy<br />

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