Joy Agwunobi
As insurance penetration in Nigeria continues to lag behind global and regional averages, Heirs Insurance Group has taken an unconventional step to address the knowledge gap by launching a new content-driven social impact initiative aimed at boosting insurance literacy nationwide.
The company, recognised as Nigeria’s fastest-growing insurance group, recently unveiled the inaugural cohort of its Heirs Insurance Creators Fellowship, a first-of-its-kind program that recruits influential digital storytellers as agents of financial education.
This initiative, designed to demystify insurance and spark conversations around financial preparedness, marks a bold move in leveraging pop culture, social media, and digital content to close the country’s widespread insurance knowledge deficit.
The 2024 cohort features two dynamic creators — Joseph Onaolapo, popularly known as Jay On Air, a radio personality and humor-infused community content creator, and Oluwadamilola Bello, known online as Dammy B, a lifestyle influencer renowned for turning everyday experiences into meaningful lessons. Both creators will serve as Heirs Insurance Fellows, taking up the mantle of translating complex insurance concepts into relatable content that resonates with young Nigerians navigating career, family, and personal finance in a digitally connected world.
The fellowship, according to Heirs Insurance, is part of its broader vision to simplify insurance and make financial literacy accessible to everyday Nigerians. By directly collaborating with trusted content creators, the group aims to shift insurance conversations from corporate boardrooms into living rooms, classrooms, and social media feeds — a strategy that could redefine how Nigerians, particularly younger demographics, perceive and engage with insurance.
Speaking on the motivation behind the program, Ifesinachi Okpagu, chief marketing officer of Heirs Insurance Group, described the fellowship as a platform to “normalise conversations around financial preparedness and promote insurance as a tool for financial stability, growth, and peace of mind.”
“We are excited to work with Joseph and Oluwadamilola, both known for their astuteness and shared approach to simplifying complex concepts. Through this initiative, we’re not just educating Nigerians — we’re doing it in ways that are relevant, relatable, and impactful,” Okpagu said.
For the creators, the fellowship represents more than just a campaign, it’s an opportunity to reshape mindsets around financial protection and risk planning.
“I’ve always believed in the power of storytelling to drive real change,” said Jay On Air, adding “Being part of the Heirs Insurance Creators Fellowship aligns perfectly with that belief. This is a chance to use my platform to make finance and insurance feel real, relatable, and necessary for everyday Nigerians.”
Dammy B reinforced this view, underscoring the importance of financial protection for entrepreneurs and youth. “As a pioneer creator in the Fellowship, I see this as a meaningful opportunity to use creativity to break down insurance in ways that matter — especially for business owners. Protection is a key part of growth, and I’m proud to be part of this initiative.”
The launch of the Creators Fellowship builds on Heirs Insurance Group’s expanding suite of education-focused initiatives aimed at reshaping public perceptions of insurance. In 2024, the group broke new ground with the release of The Underwriters, Africa’s first insurance-themed web series, which used entertainment to highlight real-life insurance scenarios. The group also runs the Heirs Insurance Essay Championship, an annual competition that introduces school-age Nigerians and their families to core financial literacy concepts.
Since its inception, Heirs Insurance Group — a subsidiary of Heirs Holdings, the pan-African investment company with presence in 24 countries and four continents — has pursued a customer-first model driven by innovation, accessibility, and retail-focused expansion. With its omnichannel digital platforms and growing nationwide footprint, the group continues to position itself as a disruptor in Nigeria’s insurance sector, targeting new demographics and bridging the longstanding trust and knowledge gap between insurers and the public.
As insurance firms across Africa particularly in Nigeria seek new ways to expand their relevance in everyday life, initiatives like the Creators Fellowship may well signal a shift — from corporate messaging to creator-led, community-powered education where the future of insurance awareness is as much about influence and culture as it is about policy and premiums.
