Head of Digital Bancassurance

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Job Summary

Job Description

Job Purpose:

·        The role holder is accountable for building and growing Digital Bancassurance as a significant, profitable distribution business, with P&L accountability for Digital Distribution and end-to-end responsibility for the digital acquisition, sale and servicing of insurance products to the bank's customers.

·        The role acts as the Tribe Lead for Digital Bancassurance, setting commercial vision and mobilizing multidisciplinary teams across Bancassurance, Digital, Product, Technology, Data, Customer Experience, Operations, Marketing, Risk and Compliance to deliver simple, relevant and scalable digital insurance propositions.

·        The role is accountable for translating the bank's customer base, digital reach, data and technology capabilities into insurance penetration, premium growth, fee/commission income, customer value and sustainable profitability.

·        Success is measured not simply by the delivery of digital functionality, but by the commercial performance, customer adoption and economics of Digital Bancassurance.

Key Accountabilities

Digital Bancassurance Strategy – 20%

·        Define and execute the Digital Bancassurance strategy and business plan.

·        Establish the ambition for insurance distribution across mobile, internet and other digital channels.

·        Identify priority insurance propositions, customer segments and digital journeys.

·        Develop a multi-year roadmap for growing Digital Bancassurance contribution to the overall Bancassurance business.

·        Identify opportunities to embed appropriate insurance propositions within customers' everyday banking journeys.

·        Ensure that digital insurance propositions complement rather than compete with assisted distribution channels.

Profit and Loss (P&L) & Commercial Ownership – 15%

Hold end-to-end P&L accountability for Digital Distribution within Bancassurance. Accountabilities include:

·        Revenue and profitability.

·        Digital premium generation.

·        Fee and commission income.

·        Customer acquisition economics.

·        Operating and distribution costs are within the assigned mandate.

·        Investment business cases and benefits realization.

·        Revenue forecasting and performance management.

·        Product and channel profitability.

·        Return on digital investment.

The role should be accountable for moving Digital Bancassurance beyond a capability or delivery agenda into a measurable commercial business.

Digital Distribution & Sales – 15%

Own the performance of digital channels as distribution channels for Bancassurance.

·        Responsibilities include:

·        Drive insurance sales through the bank's digital channels.

·        Grow the proportion of eligible insurance business originated digitally.

·        Increase conversion from digital customer interactions into insurance sales.

·        Drive cross-sell and upsell across relevant customer segments.

·        Optimize customer acquisition and sales funnels.

·        Reduce abandonment during quotation, application and purchase.

·        Develop contextual and event-driven insurance propositions within banking journeys.

·        Drive migration of appropriate insurance servicing activities to digital.

·        Work with Marketing and Analytics to execute targeted digital campaigns.

Bancassurance Tribe Leadership – 10%

Act as Tribe Lead for Digital Bancassurance, accountable for translating strategy into prioritized, commercially valuable execution.

Lead cross-functional squads incorporating capabilities such as:

·        Bancassurance and insurance product

·        Digital product management

·        Technology and engineering

·        Data and analytics

·        Customer experience and design

·        Marketing

·        Operations

·        Risk and Compliance

·        Legal

·        Finance

The Tribe Lead will:

·        Define the tribe's objectives and measurable outcomes.

·        Own the business roadmap and prioritization.

·        Maintain a value-based backlog.

·        Resolve cross-functional dependencies and execution barriers.

·        Prioritize investment and capacity against customer and commercial value.

·        Ensure delivery remains aligned to P&L objectives.

·        Establish clear accountability across participating teams.

·        Measure value realized after implementation rather than treating technology deployment as completion.

End-to-End Digital Insurance Journeys – 10%

Drive the digitization and simplification of the insurance lifecycle, including where applicable:

Discover → Understand → Quote → Apply → Underwrite → Pay → Issue → Service → Renew → Claim

Priorities should include:

·        Straight-through digital fulfilment.

·        Reduced manual intervention.

·        Faster time to purchase.

·        Pre-population using available customer information.

·        Appropriate consent and disclosures.

·        Simple premium-payment journeys.

·        Digital policy documentation and servicing.

·        Digital renewals.

·        Digital claims notification/first notification of loss where appropriate.

Product & Proposition Management – 10%

·        Partner with Bancassurance product teams and insurance partners to create propositions suitable for digital distribution.

·        Simplify products and processes that create friction in digital channels.

·        Determine which products and customer segments present the strongest opportunities for digital distribution.

·        Use customer insights to refine product features, pricing, packaging and journeys.

·        Establish test-and-learn mechanisms for new propositions before scaling.

·        Ensure propositions create demonstrable value for both customers and the business.

Data, Analytics & Personalisation – 5%

Use customer and behavioral data as a core driver of Digital Bancassurance growth.

Key responsibilities include:

·        Customer segmentation.

·        Propensity modelling and targeting.

·        Next-best product and next-best-action strategies.

·        Contextual insurance offers.

·        Digital funnel analytics.

·        Campaign effectiveness.

·        Conversion analytics.

·        Customer lifetime value.

·        Experimentation and A/B testing.

Build a performance culture where commercial decisions are based on measurable customer behavior rather than channel activity alone.

Customer Experience – 5%

Be accountable for the quality of the Digital Bancassurance customer experience.

·        Design insurance journeys around customer needs rather than internal organizational structures.

·        Simplify insurance terminology and purchase processes.

·        Reduce unnecessary steps and documentation.

·        Identify and eliminate points of customer abandonment.

·        Monitor customer feedback, complaints and journey performance.

·        Ensure consistent experience between banking and insurance journeys.

·        Ensure customers can clearly understand what they are purchasing, the associated benefits, exclusions and obligations.

Insurance Partnerships & Ecosystem – 5%

Work with existing and prospective insurance partners to develop digitally enabled propositions.

·        Establish effective operating models with underwriting partners.

·        Influence insurers to digitize integration and servicing capabilities.

·        Identify opportunities for API-enabled insurance propositions and ecosystem partnerships.

·        Ensure partnership economics support the Digital Bancassurance P&L.

·        Monitor partner service, operational and customer outcomes.

·        Identify new strategic partnerships that broaden customer propositions or accelerate digital distribution.

Risk, Governance & Regulatory Compliance – 5%

Ensure growth is achieved within the required banking and insurance control environment.

Responsibilities include:

·        Appropriate customer disclosures and consent.

·        Product governance.

·        Data privacy.

·        Information and cybersecurity.

·        Fraud prevention.

·        Financial crime controls.

·        Operational resilience.

·        Technology risk management.

·        Regulatory requirements applicable to Bancassurance.

·        Customer treatment and conduct.

The role should ensure that controls are designed into digital journeys rather than added after propositions have been developed.

Preferred Qualification

·        Bachelor’s degree in business, Finance, Insurance, Economics, Technology or a related discipline.

·        MBA or equivalent postgraduate business qualification advantageous.

·        Relevant professional qualifications in insurance, banking, digital product management or agile delivery advantageous

Preferred Experience

Typically, 10+ years of relevant senior experience spanning a combination of:

·        Bancassurance or insurance

·        Digital financial services

·        Digital sales/distribution

·        P&L management

·        Product management

·        Customer experience

·        Digital transformation

·        Agile/product/tribe leadership

·        Commercial partnerships

·        Demonstrable experience building or scaling a digital distribution business with measurable revenue and customer outcomes should be a key selection criterion.

Absa Bank Kenya is an equal opportunity, affirmative action employer. Preference will be given to suitable candidates from designated groups whose appointments will contribute towards achievement of equitable demographic representation of our workforce profile and add to the diversity of the Bank.

***Application Deadline – 10th November 2026***

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