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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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