Insurance in Africa has long been perceived as a complex product, inaccessible and sometimes far removed from people's daily lives. However, in a context of accelerated digital transformation, it is becoming essential to fundamentally rethink how insurance services are designed, distributed, and consumed.

The distinction recently awarded to Djolof Assur at the 2025 Insurance Trophies in Casablanca, with the prize for Best Customer Journey , goes far beyond mere institutional recognition. It reflects a fundamental shift: a market moving towards greater simplicity, transparency, and accessibility.

Our conviction is clear: insurance must adapt to people's needs, not the other way around . It is with this in mind that we have developed a model allowing any user to compare, subscribe to, and pay for their insurance in seconds, directly from everyday channels such as WhatsApp , or via payment solutions like Wave, Orange Money, and KPay .

This approach aims to remove the main barriers to insurance adoption: the complexity of the procedures, lack of accessibility, and the lack of seamlessness in the customer journey. By radically simplifying the user experience, we are helping to broaden access to insurance for populations that were previously under- or uninsured.

Beyond technology, the challenge is also structural. It involves building an ecosystem where insurance companies, distributors and technology partners work in synergy to offer tailored, traceable and efficient solutions.

In this dynamic, Djolof Assur displays a clear ambition: to extend this model on a sub-regional scale, by replicating its system in several African countries.

The goal is to contribute to the emergence of fully digital insurance , accessible everywhere, at any time, and adapted to local realities.

This vision is part of a long-term approach aimed at making Djolof Assur a leading player in digital insurance in Africa, capable of sustainably supporting the transformation of the sector.

The future of insurance in Africa will inevitably involve this evolution: more digital, more inclusive insurance that is closer to the realities on the ground.

At Djolof Assur, we are convinced that this transformation is already underway — and we intend to play a leading role in it.

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By Amel Camara, Managing Director of Djolof Assur