Communication Techniques in the Uptake of Education Insurance Policies in Kenya: a Case Study of Jubilee Insurance Company Ltd

Abstract

Education serves as a fundamental engine of personal development, encompassing the transfer of cultural values, knowledge, and abilities passed down from one generation to the next. Traditionally, knowledge and cultural heritage were passed down through storytelling and informal learning, creating a strong connection with one's cultural roots. In African societies, non-formal education focused on trades and skills without evaluation or certification, emphasizing a communal approach. The introduction of formal education by European Missionaries brought structured learning with a curriculum, leading to a more individualistic approach to education. In contrast, insurance policies aim to mitigate life's uncertainties due to disease, disability, or death. Education insurance policies play a crucial role in providing financial protection for educational expenses. However, despite the importance of these policies, their uptake remains low, leading to societal challenges, such as dysfunctional families and unfulfilled educational dreams. The study adopted a broader approach in investigating the communication techniques used to promote education insurance policies in Kenya and their impact in the uptake of education insurance policies to the society. The study investigated the effectiveness of communication techniques in the uptake of education insurance policies in Kenya. The study therefore sought to determine the level of awareness among Jubilee Life Insurance Customers, both internal and external, of the existence of Jubilee Insurance Education Policies in Kenya, investigated the effectiveness of communication techniques used in the insurance industry, and examined the communication factors that affect the uptake of education policies. The study found out that there is a significant positive relationship between the education policies uptake, public perceptions and communication techniques used to increase uptake of education policies. The findings revealed that there were significant positive relationships between income level and education policy uptake. To a greater extent, the accessibility of the insurance industry also does affect the uptake of education insurance policies with a positive correlation coefficient. The study recommends extensive awareness campaigns by use of media to be conducted by all insurance stakeholders, while at the same time inviting all those that have benefited from insurance services to give testimonies of their insurance journey; client profiling before settling on a communication technique to be used as this would enable reachability based on the different demographics discussed; and government involvement to improve the insurance industry's public perception and policy uptake. Further, Insurers should consider advertising their products in all platforms with equal measure to ensure widespread awareness, while also explaining the caveats to kill the negative perception that the public has of the insurance industry.