As written in this blog before, there has been continued innovation in the mobile banking sector in developing countries this year. But, as surmised by CGAP, there is a greater need to find a balance of products that meet the specific needs of those who traditionally have not  had  access to formal financial services. While mobile payments, transfers, credit and savings have all expanded using the branchless banking model, there has been a lack of products that provide insurance via mobile phones. That is not to say that microinsurance has not been available in the past. But its availability came from the social sector side, instead of the private side. But there has been a shift as the business case becomes more valuable to both insurers and mobile network providers alike.

Just over a year ago, Swiss Re, re-insurance company, stated that the market size for microinsurance for those making under $4 a day in developing countries totals $40 billion. For businesses, that is a tough opportunity to miss. But simply because the market is there does not make it a profitable opportunity. Many of the targeted customers live in rural regions and have never purchased insurance. With a lack of access and knowledge, the case for profitability would need to include a large upfront investment. But technology and innovation can help to fill in those access and knowledge gaps. According to a recent report by Accenture entitled “Succeeding at microinsurance through differentiation, innovation and partnership,” technology offers real-time connectivity, flexibility and scalability which will help insurance companies to reach new customers in emerging markets. With an estimation of 2.3 billion people who are low-income and need to protect their income and assets, Accenture argues that insurance companies need to view these potential customers as “tomorrow’s premium prospects.” A clear example of this is the millions of individuals who have rose out of poverty through the economic prosperity in China and India over the last decade. By providing products that fit the needs of low-income customers, companies can build brand loyalty and reputation in these regions and reap the benefits as their customers improve their economic state.

As stated in the report, the need to leverage technology in order to reach the customers will be key to creating the short and long term business cases. By permitting customers to purchase and/or manage their accounts via mobile phone, this allows for the business structure to be profitable in the short-term. At least that would have to be the rational thinking as MNO (mobile network operators) are partnering with banks and insurance providers to offer a suite of financial service products (including microinsurance) to their customers.

Two Recent Examples

As a part of a larger suite of products, Airtel Ghana has partnered with uniBank Ghana Limited and Star Microinsurance to provide insurance free-of-charge to Airtel’s subscribers using their mobile money product. As long as the customer maintains an average minimum balance of GHC 5 (roughly $2.84) at the end of every month, they, along with their direct family, will be covered by insurance. Airtel Ghana sees the partnership and new products leading to an improved return on assets, an increase in the customer base and the creation of a one-stop shop for uniBank clients. But one of the challenges will customers registration as an individual must have a valid photo ID and complete an application along with having an Airtel SIM card.

In Pakistan, the MNO Telenor also will be releasing a free microinsurance product through Easypaisa, a branchless banking services company. Easypaisa was created in 2009 by Telenor Pakistan and their Tameer Micro Finance Bank. The free life insurance will be provided through Easypaisa and in partnership with Adamjee Life Insurance Company Limited (also located in Pakistan).

As you can see, mobile technology and the focus of creating value-added service by MNOs has increased the access to microinsurance in developing nations. Even in Kenya, insurance associations are pushing their members to utilize mobile phones in order to reach clients in new and untapped markets. In the push to increase access to financial services, the business cases for microinsurance are being shaped around mobile technology. And amazingly enough the insurance is being provided for free.