With around 10 million views across all social media platforms, Leadway Assurance’s “No Looseguard” campaign has struck a nerve. The campaign has reached more than 25 percent of Nigeria’s social media population, sparking conversations around insurance.
In a country where only 0.5 percent are insured, and where gross insurance premiums account for just 0.4 percent of GDP, most insurers have opted to stay in the background. For them, virality is an afterthought — if it’s considered at all. However, Leadway Assurance is towing a different path.
The company is already distinguished as Nigeria’s largest insurer, with a total asset base of N799 billion as of full-year 2023. That same year, it collected N104 billion in insurance premiums, representing more than 10 percent of total premiums generated in the Nigerian insurance industry. Yet, despite this scale, Leadway is behaving less like a legacy giant and more like a challenger brand, agile, culturally attuned, and unafraid to experiment. Its viral “No Looseguard” campaign, launched in February 2025, reflects that bold new approach.