Trust in Nigeria’s insurance industry may depend less on advertising campaigns and more on the power of authentic human stories, according to Nigerian filmmaker and director Ike Nnaebue, who urged insurers to embrace storytelling as a tool for rebuilding public confidence and deepening cultural connection with consumers.
Speaking during a panel session titled “Rebuilding Trust: The Strategic Power of Storytelling and Film in African Insurance” at the 2026 Africa Bancassurance Storytellers Forum Conference and Film Showcase, Nnaebue said stories remain one of the most powerful ways people form beliefs, make decisions, and build trust.
According to him, storytelling is deeply embedded in human behaviour and shapes nearly every aspect of daily life, from consumer choices to personal perceptions.
“Everything we know is based on stories. The food we eat, the clothes we wear, every decision we make every day is based on stories we’ve been told,” he said.
He explained that films and narratives possess a unique emotional power because audiences often identify themselves with characters and situations being portrayed on screen.
Nnaebue argued that the insurance industry in Nigeria has struggled partly because negative perceptions about claims settlement and service delivery have spread through repeated stories and public experiences, even among people who may never have personally interacted with insurers.
Reflecting on public skepticism surrounding insurance, he noted that many Nigerians are influenced more by hearsay than direct encounters with insurance companies.
The filmmaker maintained that changing those perceptions would require insurers to tell more relatable and factual stories capable of connecting emotionally with ordinary Nigerians.
Rather than relying solely on polished corporate campaigns, he encouraged the industry to focus on simple real-life experiences that demonstrate the value of insurance in practical terms.
He cited examples such as businesses rebuilt after disasters, or motorists whose vehicles were repaired seamlessly after accidents through insurance support.
“If someone can tell a story about how they got into an accident, called their insurance company, followed the process, and everything was resolved smoothly within weeks, that alone can change perceptions,” he explained.
According to him, relatable testimonies from young people shared through podcasts, vlogs, social media platforms, and digital storytelling channels could become more influential than conventional marketing efforts.
Nnaebue stressed that many Nigerians already possess certain forms of insurance, such as vehicle coverage, but often remain emotionally disconnected from the concept because they do not see or hear enough positive personal experiences associated with it.
He added that storytelling offers insurers an opportunity to move consumers “from the known to the unknown,” by building trust gradually through familiar experiences before introducing more complex insurance products.
The filmmaker also warned that while artificial intelligence is reshaping industries globally, storytelling remains one of the few areas where human creativity and lived experience still hold unique value.
“AI can achieve almost everything now, from image generation to content creation, but storytelling is still deeply human,” he said.
He noted that stories continue evolving in real time through human interaction and shared experiences, making authenticity increasingly important in an era dominated by digital technologies.
Beyond consumer engagement, Nnaebue called for stronger collaboration between Africa’s creative industry and insurance professionals, arguing that meaningful partnerships could help reshape how insurance is understood across the continent.
He urged insurers to connect insurance more deliberately with African cultural values such as communal support, protection, and collective responsibility.
“As Africans, it’s important to make the connection between insurance and culture, the culture of support and ensuring no one is left behind,” he said.
Nnaebue further emphasised the need for co-creation between insurers and filmmakers, saying both industries must work together to produce narratives capable of humanising insurance and making it more accessible to everyday people.
“Filmmakers need to be in the same room with insurance professionals so both sides can understand each other better. When like minds come together, there is so much that can be achieved through collaboration,” he added.
