BRITAM, a leading regional financial services group, proudly celebrates 60 years of unwavering service, a remarkable journey that has grown into a Pan-African presence across seven countries, delivering tailored financial solutions that meet the evolving needs of its clients. Over the years, the Group has established a strong presence in insurance, asset management, and investment, garnering several accolades in recognition of its innovation and resilience in a competitive market. To reflect on this milestone and unpack what comes next, The New Times' Edwin Ashimwe caught up with Tom Gitogo, BRITAM Group Managing Director and CEO, in what turned out to be an insightful discussion on the Group’s growth story, the milestones that have defined its success and the strategies shaping BRITAM’s next phase as it positions for another six decades of relevance and impact. Excerpts: BRITAM is celebrating 60 years, a remarkable milestone. Looking back, what do you see as the defining moments that have shaped the company’s journey from its beginnings to where it stands today? Sixty years is indeed a long time. It demonstrates that we have found a formula that works for the Eastern and Central African countries where we operate. This milestone reflects our continued relevance to the community and to our customers, individuals, families, businesses, and society at large. Looking back, it’s important to take stock of what we have achieved. When we first started, we were a life insurance company mainly offering education policies. Today, there’s almost no insurance need that BRITAM cannot meet. Most recently, we have developed parametric insurance solutions to address the impacts of climate change. Sixty years is not just about longevity but legacy. What legacy do you believe BRITAM has built in communities across Africa, and how do you measure that impact? Our purpose at BRITAM, which we have consistently lived by, is safeguarding dreams and aspirations. Over the past six decades, we’ve seen the dreams and aspirations of our stakeholders: customers, shareholders, investors, and governments come to life. If I were to summarise our competitive advantage, it’s that we are agile. We listen to changing needs. The customer we served 60 years ago has evolved. Demographics have shifted and today, the youth form the majority. We have remained relevant because we continue to listen and adapt. Insurance is often perceived as complex or inaccessible. Over the last six decades, how has BRITAM contributed to changing public perception about insurance? It’s true that insurance penetration remains low in this part of the world, and rightly so, insurance providers have often been accused of not simplifying their products. There was a time when policy documents were five to seven pages long. At BRITAM, we’ve worked to simplify and shorten our insurance products. In response to the youth market, we now offer insurance solutions that can be initiated and completed electronically with certificates issued instantly online. For example, if you’re travelling and need travel insurance, you no longer have to visit our offices. Everything can be done electronically. We’ve embedded insurance into everyday life so that it’s not just something you think about occasionally, but part of your daily routine. Our success has come from embracing innovation, listening to the market and adapting to changing needs. BRITAM was recently recognised with the Top Employer award. What does this recognition mean for you as a leader and for the thousands of employees who make up the BRITAM family? Yes, we’ve been certified as a Top Employer in Mozambique, Rwanda, Uganda, and Kenya. As a financial services provider, our people are central to everything we do. They are the link between the company and the communities we serve. We prioritise their wellbeing, ensuring competitive pay and benefits, clear career growth, and opportunities to work across our seven markets. We also make work exciting. I often say our staff aren’t depressed on Sunday afternoons because they have to report to work the next day, they actually look forward to Mondays. That’s important because in a service business, happy employees make for happy customers. When our staff are motivated, they go the extra mile to understand and serve our clients better. Being recognised as a Top Employer is not common, and we’re determined to maintain that standard. Many companies struggle with talent retention in today’s market. What makes BRITAM’s employee experience different, and how do you balance high performance with staff wellbeing? Some believe that the next frontier of competition is technology. While technology is critical, I believe the true differentiator is talent. In this era of AI, the argument is that technology will replace jobs. My view is different, employees who don’t embrace AI will be replaced by those who do. Technology improves efficiency, but human connection remains irreplaceable. Computers don’t get tired or take coffee breaks, but they also can’t offer empathy, understanding, or warmth, qualities that customers value. At BRITAM, we’ve invested heavily in preparing our people for the future. All staff are undergoing AI and digital training to enhance their relevance. We also know that a vibrant work environment matters. Retention isn’t just about higher pay or more benefits; it’s about care, empathy, and purpose. Yes, some trained staff may be poached, but that’s part of our contribution to the industry. We believe raising the bar for talent across the sector is a win for everyone. Sustainability and social impact are increasingly part of corporate strategy. How will BRITAM integrate these into its growth plans in the coming years? The days of treating corporate social responsibility as a feel-good exercise are long gone. Today, it’s about sustainability and ESG and for us, it’s core to business. We don’t do it for compliance; we do it because it makes business sense. Over the past five years, our profitability has grown steadily despite economic headwinds and stiff competition. It’s well documented that companies that prioritise governance and social responsibility perform better. At BRITAM, we don’t just talk about diversity, we practice it. We pay all staff equally for equal work, regardless of gender, and we ensure inclusion in both our workforce and our products. Climate change is real, and we are developing financial solutions to help vulnerable communities cope. As part of our 60th anniversary, we’ve committed to growing 60 million trees over the next five years, that’s more than 300,000 trees each month. We say grow, not just plant, because sustainability requires follow-through. Rwanda and Africa at large have very young populations. How is BRITAM tailoring its products for a generation that may not prioritise traditional insurance? That’s a timely question. There are about four million Gen Zs in Rwanda, 18 million in Tanzania, 17 million in Kenya, and 16 million in Uganda, a massive share of the region’s population. My generation grew up wanting to own assets and therefore insure them. Gen Zs, however, value experiences more than ownership. They want to insure moments. That’s what matters to them. They also want to see the humane side of BRITAM. If they don’t make a claim, they’d prefer to see us channel value back into the community rather than refund premiums. When Kenya experienced severe floods last year, many young people reached out asking what we were doing to support those affected. We were able to respond, since comprehensive car insurance already covers flood damage. We’re also developing products that align with how they live for example, trip-based cover for someone travelling from Kigali to Nairobi. Young people increasingly prefer shared or flexible services rather than ownership. By listening to them, we’re cocreating solutions we hadn’t initially envisioned. Parting shot? Our message remains, with you every step of the way. We live longer today thanks to medical advancements, but our later years should also be dignified and financially secure. That’s why saving and pension solutions are so important. At BRITAM, profit alone doesn’t define success. Our pride comes from seeing our customers achieve their dreams and we’re only getting started. To the youth, my message is simple: winning is a belief system. If you believe you’ll win, you’ve already won.
