Marketing Microinsurance: A Case Study in Morocco

Tuesday, February 3, 2015

It is almost a universal fact: explaining insurance is difficult. For many low-income people, who would never have dreamed of having an insurance policy, understanding the product and benefits that can be derived from using it, is even more difficult. For financial institutions this complexity coupled with low levels of awareness can make uptake and usage levels of insurance products quite low. And this means clients are missing out on a critical safety net.

Women’s World Banking has worked with a number of women-focused microfinance institutions to develop and introduce microinsurance for their clients. Marketing and education are key components in all our product development work and we will share our experiences and lessons learned specific to microinsurance in this hour-long webinar. Using our most recent project with Al Amana (Morocco) as a case study, we will discuss the importance of customer research, how this translates into a marketing and education plan, what assets and resources an institution needs for successful rollout and other best practices. At the end of the session, our experts will be available after the webinar for Q&A.

When: Tuesday, February 3, 2015 at 10AM EST


  • Cathleen Tobin, Manager, Product Research, Marketing and Financial Education, Women’s World Banking
  • Hilary Nichols, Senior Associate, Products, Women’s World Banking
  • Youssef Bencheqroun, CEO, AlAmana (to be confirmed)
  • More panelists to be confirmed