General Manager Bancassurance at Family Bank Ltd

Job Purpose: 

• The General Manager Bancassurance will provide end-to-end leadership of the Family Bank Bancassurance Intermediary distribution business, turning customer relationships, channels, data, partnerships and digital capabilities into a compelling insurance proposition.
• The role will own the commercial agenda while ensuring that growth is supported by strong governance, customer protection, regulatory compliance, operational discipline and high-quality service.
• The role is expected to build bancassurance as a strategic business platform—integrating insurance into relevant customer journeys, strengthening the Bank–insurer partner model, increasing product penetration and retention, and using data and analytics to identify timely protection needs. 
• The role is expected to lead, manage and grow the bancassurance business by developing and executing a commercially compelling, customer-centric and regulatory-compliant insurance distribution strategy; delivering sustainable revenue and profitability; building high-performing teams; managing strategic insurer relationships; developing relevant products and propositions; and integrating insurance seamlessly across branch, relationship-management, digital and other channels. 

Key Responsibilities: 

Strategy, Growth & Business Development 

• Develop and execute the overall bancassurance strategy and annual business plan in alignment with the Bank’s corporate strategy, customer strategy and financial targets. 
• Translate market, customer and portfolio insights into clear growth priorities by segment, product, channel and geography. 
• Build a balanced growth model across Life, General and Medical insurance, while identifying emerging protection and embedded-insurance opportunities. 
• Set clear sales, activation, conversion, retention, productivity and profitability targets and cascade them into accountable channel and team plans. 
• Identify new distribution opportunities across branches, relationship managers, digital banking, contact centres, partnerships, ecosystems and other relevant channels. 
• Develop strategic initiatives that increase insurance penetration and wallet share rather than relying only on transactional sales. 

Customer Proposition & Product Development 

• Lead the identification of customer protection needs and product gaps using customer segmentation, portfolio analysis, behavioral insights and market intelligence. 
• Work with product managers and insurer partners to develop simple, relevant and competitive propositions for all business segments. 
• Champion customer journeys that make insurance easier to discover, understand, purchase, renew and service. 
• Promote contextual and embedded insurance propositions where appropriate, for example, insurance 
• linked to lending, cards, payments, travel, assets, business activities and other customer life events. 
• Ensure product propositions clearly communicate benefits, exclusions, pricing, underwriting responsibilities and claims arrangements. 

P&L, Revenue & Performance Management 

• Own the bancassurance P&L and ensure delivery of agreed premium, commission, revenue, profitability and cost objectives. 
• Drive disciplined performance management through dashboards covering sales, premium collections, commissions, renewals, persistency, claims/service issues, channel productivity and profitability. 
• Monitor commission structures, partner economics, acquisition costs and product/channel profitability. 
• Prepare periodic performance reports and management insights for the Board and relevant FBBI and 
• Bank governance forums. 
• Use performance analytics to identify underperforming products, channels, customer segments and sales teams and implement corrective actions. 

Insurance Partner & Ecosystem Management 

• Own senior relationships with strategic insurance partners and ensure that partnership arrangements deliver agreed commercial, service and customer outcomes. 
• Establish robust governance of partner SLAs, binders, service standards, escalation mechanisms, reporting and performance reviews. 
• Lead partner negotiations, performance reviews and commercial discussions, within approved governance and delegated authority. 
• Build an ecosystem of insurers, technology providers and other relevant partners that can strengthen product breadth, customer experience and digital distribution. 
• Ensure reciprocal commercial opportunities are pursued responsibly, including opportunities that support the wider FBBI and Bank relationship. 
• Serve as a key point of engagement with the Insurance Regulatory Authority (IRA), Central Bank of 
• Kenya (CBK) and relevant industry bodies such as the Association of Kenya Insurers (AKI) on matters affecting the bancassurance business. 

Digital, Data & Analytics 

• Lead the evolution from predominantly assisted insurance sales toward integrated omnichannel and digital journeys. 
• Work with Technology, Digital, Data and Operations teams to integrate bancassurance systems with relevant Bank and sister companies’ platforms and workflows. 
• Use customer data and analytics to identify propensity, life-stage and event-based opportunities while respecting applicable privacy, consent and regulatory requirements. 
• Introduce practical performance analytics for lead generation, conversion, cross-sell, renewal, churn and customer value while utilizing the CRM system. 
• Champion automation, straight-through processing, digital documentation, real-time or simplified quotation and other interventions that reduce friction. 

Distribution & Sales Excellence 

• Design and maintain an effective bancassurance sales and distribution structure with clear roles, targets, incentives and accountability. 
• Build the capability of branch teams, relationship managers and other authorized staff to identify needs and appropriately refer or distribute insurance products. 
• Strengthen lead management, sales activation, conversion, pipeline management and renewal processes. 
• Establish sales routines and governance that balance commercial ambition with suitability, transparency and customer protection. 
• Drive consistent service turnaround times (TATs) and adherence to agreed SLAs across the insurance distribution lifecycle. 

Marketing, Brand & Customer Engagement 

• Develop and execute integrated marketing and retention campaigns aligned to business priorities, customer needs and partner requirements. 
• Increase product and brand visibility across all channels while maintaining consistent Bank, FBBI and insurer brand standards. 
• Use customer insights to personalize campaigns and improve campaign conversion, policy retention and product holding. 
• Ensure all customer-facing communication is accurate, transparent, approved and consistent with applicable regulatory requirements. 

Governance, Risk, Compliance & Controls 

• Ensure the bancassurance business operates within the Insurance Act, Insurance (Bancassurance) 
• Regulations, 2020, applicable regulatory guidance, Bank policies and approved partner agreements. 
• Maintain effective controls over KYC/AML, customer consent, documentation, premium collection and reconciliation, complaints, data confidentiality (in line with the Data Protection Act, 2019), product approvals and sales conduct. 
• Ensure customers are clearly informed of the insurer underwriting the product and the respective responsibilities of the insurer and intermediary. 
• Ensure only approved insurance products are distributed and that customer choice and fair treatment are protected. 
• Maintain effective complaints redress, incident management, audit readiness and regulatory reporting processes. 
• Ensure technical staff handling insurance matters have the required professional competence/certification. 
• Identify and proactively manage operational, conduct, reputational, regulatory, technology and partner risks. 
• Maintain business continuity and crisis-management readiness for the bancassurance business, including contingency arrangements with insurer partners for critical service disruptions. 
• Provide oversight of claims outcomes and customer experience at the claims stage, working with insurer partners to ensure timely, fair and transparent claims handling. 

People & Leadership 

• Lead, coach and develop a high-performing bancassurance team with strong commercial, technical, digital and customer-service capabilities. 
• Build succession and bench strength for critical roles. 
• Establish a performance culture based on customer value, ethical selling, accountability, innovation and delivery. 
• Partner with HR and relevant Bank leaders on capability development, incentives, recruitment and talent management. 

Operational Excellence 

• Strengthen end-to-end processes covering lead generation, quotation, application, underwriting handoff, policy issuance, premium collection, reconciliation, renewals, servicing and claims escalation. 
• Eliminate avoidable manual processes, bottlenecks and control weaknesses. 
• Monitor service TATs and partner performance and implement root-cause corrective actions. 
• Maintain accurate records and management information to support business decisions and regulatory requirements. 

Qualifications & Experience 

• Bachelor’s degree in business management, Insurance, Finance, Economics, Actuarial Science or a related discipline. 
• Registration with the Insurance Regulatory Authority (IRA) as Principal Officer for the bancassurance intermediary, or demonstrated eligibility to obtain such registration, is required. 
• Professional insurance qualification/certification or equivalent relevant professional qualification will be highly desirable. 
• A master’s degree in business or relevant field is an added advantage. 
• A minimum of 10 years overall experience in insurance, bancassurance, insurance distribution or a closely related financial services environment, including at least 5 years in a senior leadership role. 
• Demonstrable experience managing revenue targets, sales and operational teams of 15 or more as well as insurance P&L accountability. 
• Strong understanding of banking operations, risk management, controls, KYC/AML, customer protection and regulatory requirements. 
• Evidence of delivering measurable growth through multiple channels, partnerships, product development or digital transformation. 

Closing Date is 11th September 2026.