By Bisi Bamishe
CHI Life Assurance Limited, a subsidiary of Consolidated Hallmark Holdings Plc, has unveiled a new brand campaign, “The Legacy: Golden Key of Assurance,” as part of activities marking Customer Service Week.
Built around the promise “Always There. When Legacy Matters,” the campaign positions CHI Life as the golden key to protecting what matters today while helping individuals and families secure a more confident future.
At the heart of the campaign is a powerful idea: “Pass on more than memories.” It reflects the belief that a meaningful legacy is not defined solely by what people leave behind, but also by the security, opportunities and financial protection they create for those who matter most. The campaign highlights CHI Life’s life assurance and wealth preservation solutions, including its Rent Secure Plan and Value Plus Plan, designed to help customers protect their financial aspirations and plan for the future.
CHI Life placed its own people at the centre of the creative execution. Ahead of the launch, employees were invited to submit their photographs and videos for possible inclusion in the campaign. The response, according to the company, exceeded expectations, with staff members contributing enthusiastically to the initiative. The selected entries have been transformed into cinematic, movie-inspired campaign visuals featuring the real faces and voices of CHI Life employees. The result is a campaign that seeks to tell the story of legacy through the people who represent the brand every day.
Speaking on the campaign, Mr Tope Ilesanmi, Managing Director/CEO, CHI Life Assurance Limited, said the initiative reflects the company’s understanding of insurance as fundamentally a business about people and their futures.
“Insurance is ultimately about people and the futures they are building. ‘The Legacy: Golden Key of Assurance’ captures what CHI Life stands for: being there for our customers and giving them the confidence that what they have worked for will endure. We are especially proud that this campaign carries the faces and voices of our own staff members.”
Ilesanmi added that the overwhelming response from employees reinforced the significance of the campaign. “When we asked our staff members to be part of this campaign, we hoped for participation. What we received was passion. Their videos and photographs brought our idea to life in a way no studio could have. Customer Service Week is the right moment to say thank you and to show that our customers are at the heart of this brand.”
The campaign has commenced its public rollout with lamppost advertising across high-traffic locations in Victoria Island, Lagos, bringing the campaign into prominent public spaces. The campaign will expand its reach in the coming week with jingles and commercials scheduled to air across leading radio stations in Nigeria, including Wazobia FM, Beat FM, Brila FM, Smooth FM and Traffic FM.
While The Legacy campaign is built around an emotional promise, CHI Life Assurance Limited says its ability to deliver that promise is underpinned by growing financial strength and operational capacity.
Following its deliberate recapitalisation journey, the company’s shareholders’ funds now exceed ₦11.2 billion, while total assets stand at ₦13.7 billion, with a 110 percent solvency margin. The company has also continued to demonstrate its commitment to claims settlement, with claims paid approaching ₦1 billion, including a single claim of more than ₦200 million. A further ₦224 million was paid in the last period alone.
For CHI Life, these figures represent more than financial performance. “Every claim paid is more than a financial transaction. It is a promise kept,” the company stated. The insurer’s capacity is further strengthened by a team with more than 200 years of combined professional experience spanning sales, marketing, underwriting, finance, banking and risk management. With more than 13 branch locations across Nigeria, CHI Life is positioned to serve customers and business partners across key markets.
As the The Legacy: Golden Key of Assurance campaign reaches more Nigerians, CHI Life is inviting customers to look beyond insurance as a policy or financial product and consider it as a practical tool for protecting the people, aspirations and legacies that matter most.
About Us:
CHI Life Assurance Limited is a Subsidiary of Consolidated Hallmark Holdings Plc. The Company is licensed by the Insurance Regulator, the National Insurance Commission (NAICOM) and fully capitalized to the tune of N10 Billion in line with regulatory requirements. CHI Life formally commenced business transactions with the granting of operational license on 10th March 2025 with the primary focus of driving a very professional insurance institution using technology to deepen insurance penetration in Nigeria.
