Nigerian insurers are deploying US-based Lemonade playbook on sharing surpluses on money earmarked for claims. In other words, if claims have been processed from the funds earmarked for claims, the remaining is returned to policyholders or their selected charities.
Lemonade is a completely digitalized insurance company; it doesn’t have any physical agencies or written policies. Instead, customers buy their policies and submit their claims on the web or through the mobile app.
When users sign up for insurance and pay their premiums, Lemonade takes 25% as a flat fee out of these premiums in order to cover its operating expenses, while the remaining 75% is used to pay claims submitted by users. Just to give you a perspective, for-profit insurance companies charge 35% as premium fees.
At year-end, the balance of these premiums is donated to a charity of the user’s choice. This is what is called the “Giveback” concept.
That playbook of returning the surplus has been picked up by Nigeria’s Noor Takaful Insurance Limited: “The surplus distribution extended to policyholders in the insurance sector is a significant milestone that has contributed immensely to unlocking the value in ethical compliance both for individuals and corporate organisations in Nigeria. This was disclosed by the Chairman, Board of Directors, Noor Takaful Insurance Limited, Muhtar Bakare, in Lagos. According to him, for the third year in a row, his company has announced the distribution of surplus (cashback) payments worth over N36 million to policyholders, who did not make claims, in line with its commitment to promoting ethical insurance in Nigeria.”
This is amazing because what Noor Takaful is doing is to solve the common conflict of interests between insurance companies and insured people which come into play since any claim rejected becomes profit for insurance companies. By running this playbook, policyholders will not see rejection as a way to jack up profits. Possibly, this will improve the perception in the industry and boost overall insurance product penetration which remains at single digit in Nigeria.
Update: please read the comment below for a balanced perspective on this playbook.






