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Rewriting the Narrative: LNIG Hollard Uses Music and Culture to Make Insurance Matter to Young Basotho
LNIG Hollard is changing the conversation around insurance in Lesotho, shifting it from a complex, distant concept to something relatable, accessible and relevant to everyday life. At the centre of this transformation is the insurer’s evolving partnership with rising local artist Sannere, whose music is being used as a powerful storytelling tool to connect with younger audiences.
As part of this strategy, Sannere recently released the single “Ke molato oaka”, a track that speaks to themes of responsibility, dignity and the consequences of being unprepared. The song forms a key component of LNIG Hollard’s broader mission to normalise conversations around insurance, including funeral cover and household contents protection, while encouraging more proactive financial planning.
This approach comes at a critical time for Lesotho’s financial services landscape. According to FinMark Trust, while financial inclusion in the country reached 87% by 2021, insurance adoption continues to lag behind other financial products like banking. At the same time, traditional informal safety nets are declining, increasing the need for formal insurance solutions to protect individuals, families and even the state from financial shocks.
Recognising this gap, LNIG Hollard is deliberately targeting younger and early-career consumers—groups seen as key to driving long-term behavioural change around financial planning and protection. By reaching people earlier in their financial journeys, the insurer aims to embed a culture of preparedness and resilience.
Liepollo Tsekoa, Head of Brand and Marketing at LNIG Hollard, explains that insurance has historically been perceived as complicated and inaccessible. “There is a clear need to engage underserved and emerging consumer segments, particularly young individuals, to understand the value of insurance as a financial planning tool,” she says. “Through partnerships like this, our ambition is to simplify insurance and embed it into everyday life decisions among Basotho in a way that is both meaningful and sustainable.”
Head of Brand and Marketing at LNIG Hollard, Liepollo Tsekoa. Photo supplied.
For Sannere, the collaboration is rooted in authenticity. “Music is a powerful reflection of our lived experiences,” he says. “With ‘Ke molato oaka’, we wanted to tell a real story about responsibility and the impact of not being prepared.”
The release of the song was strategically timed around the busy Easter travel period, aligning with real-life moments when risk and responsibility become more tangible. By capturing both the excitement and potential dangers of travel, the campaign reinforces insurance as a practical tool for security and peace of mind—delivered in a way that resonates with younger listeners.
More than just a campaign, the song represents a broader shift in how financial products are communicated. It highlights both the benefits of being insured and the risks of not having cover, touching on sensitive yet important topics such as providing dignified send-offs for loved ones and safeguarding households against unexpected losses. In doing so, it reframes insurance as a symbol of financial maturity—what many young Basotho refer to as “levelling up” or ho Qatsoha.
Early results suggest that this culturally driven approach is gaining traction. The campaign has sparked increased engagement across social media, with noticeable growth in funeral insurance uptake among younger demographics. Digital and SMS platforms have also seen higher levels of responsiveness, indicating a shift not just in awareness, but in behaviour.
However, challenges remain. Despite growing interest, many young consumers still face competing financial priorities that influence their decision-making. As Tsekoa points out, the gap between awareness and actual adoption continues to be a key barrier.
Even so, LNIG Hollard remains committed to its long-term vision: closing this gap and increasing insurance penetration in Lesotho. By continuing to leverage culturally relevant storytelling and partnerships like the one with Sannere, the insurer is working to fundamentally reshape how insurance is perceived, understood and prioritised.
“Our goal is to simplify insurance and change how it is viewed by young people,” Tsekoa concludes. “This is a generation that has historically felt disconnected from it, and we are determined to make it part of their everyday financial journey.”