Uganda’s insurance sector is taking a bold step toward transforming public understanding of its products, with industry leaders urging greater grassroots engagement to drive both awareness and economic growth.
Speaking at the Uganda Insurers Association (UIA) Insurance Media Workshop held at Fairway Hotel under the theme “Bridging the Gap: Rethinking Insurance Reporting in Uganda”, UIA leaders outlined a vision for making insurance a central pillar in safeguarding and expanding the country’s business landscape.
UIA Chairperson Ruth Namuli described the media as a “powerful and far-reaching channel of information” with the ability to shape public perception and improve the quality of insurance reporting.
She emphasized that both the insurance industry and the media share a responsibility to ensure that industry-related news is reported accurately, objectively, and in a way that helps the public fully understand insurance products and services.
“This workshop marks the beginning of a continuous engagement initiative aimed at taking insurance awareness to the grassroots, by doing this, we will not only enhance public knowledge but also drive the growth and expansion of the insurance industry,” Namuli said.
Her comments come at a time when Uganda’s business sector especially small and medium enterprises is grappling with the realities of operating in an unpredictable economic environment.
From market fires to health emergencies and supply chain disruptions, many businesses face risks that could easily be mitigated with appropriate insurance coverage.
Yet, Uganda’s insurance penetration rate remains low, partly due to lack of awareness and lingering misconceptions about affordability and relevance.
UIA Chief Executive Officer Jonan Kisakye underscored the importance of demystifying insurance and equipping not just journalists, but the public, with accurate information to enhance understanding of the sector and the Uganda Insurers Association’s mandate. He noted that insurance is more than a policy it is a promise that must be trusted.
“Insurance is a promise that can only be trusted if it is well understood,” Kisakye said. “Unfortunately, insurance has been underreported in the past. It is important to bridge this gap so that insurers and the public are exposed to the full scope of what insurance can do. Our mandate at UIA is to promote inclusivity in the sector.”
Kisakye further highlighted that the media’s influence extends beyond the newsroom into shaping lifestyles, decision-making, social norms, and even political trends.
This, he argued, positions the media as a key partner in creating a more informed population that sees insurance not as a luxury, but as an essential part of both personal and business resilience.
Beyond communication, Kisakye emphasized the practical role insurance can play in economic growth. By protecting businesses from unforeseen losses, insurance enables entrepreneurs to take calculated risks, invest in growth, and recover quickly from setbacks.
This is especially important for small business owners and rural entrepreneurs, who often operate without safety nets and whose livelihoods can be destroyed by a single incident.
The workshop’s focus on long-term collaboration reflects a growing recognition that insurance is not just a financial product but a tool for economic stability.
A well-insured business environment encourages investment, fosters innovation, and builds consumer confidence.
In countries where insurance penetration is higher, businesses are often better equipped to expand, hire more staff, and contribute to overall economic development.
In Uganda’s case, the challenge lies in reshaping perceptions. Many entrepreneurs remain unaware that there are flexible, affordable insurance options designed for small-scale operations.
Micro-insurance packages, for example, can protect goods in transit, cover health emergencies for small teams, or safeguard equipment all without the hefty premiums associated with corporate coverage.
Namuli noted that the UIA’s push to take awareness to the grassroots is essential in bridging this gap. By engaging directly with communities, explaining policies in simple language, and providing relatable examples, the industry hopes to show Ugandans that insurance is within reach.
Kisakye added that understanding the dynamics of today’s business environment is equally important. “The workshop is an opportunity for the insurance industry to understand the realities of how people work and live today, and to explore avenues for collaboration. We want to ensure insurance reporting is accurate, comprehensive, and impactful.”
As the workshop concluded, both Namuli and Kisakye expressed optimism that sustained engagement will lead to a cultural shift in how insurance is viewed and used.
The hope is that, in the coming years, insurance will become a natural part of the business toolkit just like a mobile phone or bank account.
For Uganda’s entrepreneurs, this could mean greater resilience, faster recovery from losses, and more confidence to grow. For the economy as a whole, it could mean a stronger, more stable business sector capable of weathering both local and global challenges.
If UIA’s grassroots strategy succeeds, the benefits could extend far beyond the insurance industry unlocking growth potential for businesses across the nation and ensuring that Uganda’s economic future is not left to chance.
