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EFU Life Partners with JazzCash to Launch Digital Insurance Ecosystem

by gongshang21

KARACHI, Pakistan – EFU Life, a leading insurance provider in Pakistan, has announced a strategic collaboration with JazzCash, the country’s prominent digital wallet service, to roll out a new digital insurance ecosystem. The joint initiative aims to break down barriers to insurance access across Pakistan, particularly for populations that have long been underserved by traditional insurance channels.

Under the partnership, EFU Life will tap into JazzCash’s extensive user base—comprising 20 million active users—to deliver insurance solutions designed for simplicity, transparency, and ease of use. This integration is set to address a key challenge in Pakistan’s insurance sector: low penetration due to cumbersome processes and limited reach to non-urban or low-income groups.

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A core focus of the collaboration is streamlining the entire insurance value chain. EFU Life plans to introduce three key user-centric features: instant policy subscriptions, real-time customer servicing, and fast-track claims settlement. These measures are intended to eliminate the lengthy paperwork and administrative delays that have historically deterred many Pakistanis from purchasing insurance.

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To maximize accessibility, customers will be able to buy insurance products through multiple digital touchpoints linked to JazzCash. These include the JazzCash mobile application, its official web portal, dedicated call centers, and even WhatsApp—a widely used messaging platform in Pakistan. This multi-channel approach ensures that users can engage with insurance services through the platforms they already use daily, reducing friction in the sign-up process.

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Industry stakeholders view the initiative as a milestone for Pakistan’s shift toward “digital-first” financial protection. By combining EFU Life’s insurance expertise with JazzCash’s digital reach, the ecosystem is expected to make insurance more efficient and inclusive than ever before, potentially extending coverage to millions of Pakistanis who previously had no access to such services.

No specific launch date for the full ecosystem was disclosed, but both companies emphasized that the partnership aligns with broader efforts to boost financial inclusion in Pakistan, a priority for the country’s economic development agenda.

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