Extending mutual microinsurance to 5 million uninsured households in five countries over five years.

New video and case study showcasing Achmea Foundation’s support of Uplift Mutuals in India

The ICMIF Foundation is delighted to share a new video and case study showcasing Achmea Foundation’s support of Uplift Mutuals in India.

The Achmea Foundation, a Netherlands-based member of the International Cooperative and Mutual Insurance Federation (ICMIF) has joined other ICMIF member organisations in supporting ICMIF’s 5-5-5 Mutual Microinsurance Strategy. The Achmea Foundation’s support includes the provision of technical assistance to support Uplift Mutuals in developing its marketing strategy and thus achieve their goal of providing health mutual aid to half a million low-income people in India over the next five years.

The marketing technical assistance assignment took place in February 2017 when two experienced marketing managers from Achmea, Andrea Poodt (Manager, Base Marketing) and Erna Kuiper (Manager, Proposition Management) travelled to India to work with Uplift for one week. The case study showcasing Achmea Foundation’s marketing support of Uplift Mutuals can be downloaded here: 


PDF icon Technical-Assistance-Achmea-Flyer_final.pdf

And the video, which was kindly put together by ICMIF member Achmea, is available to watch here.

The Achmea Foundation provides marketing assistance to Uplift Mutuals in India

“We were unsure how they would respond to a different environment in such a short time frame,” said Kumar Shailabh, Executive Director, Uplift Mutuals, “but they absorbed everything in their stride, asked a lot of pertinent questions and helped us think outside the box. Their commitment was clear from the start but we were really impressed by their final recommendations and have already started implementing them. For all our staff, it was a great opportunity to share experiences and extremely motivational to feel the support from the wider mutual movement.”

Andrea Poodt, Marketing Expert from Achmea commented on her return: “We were really inspired! The commitment and ambition of Uplift staff to help people was really impressive. It really made us understand the value of mutuality and how it works so well to deliver critical support and empowerment to those ignored by traditional insurers. There are certainly some lessons we can also take back to our business. We are grateful to Achmea and Uplift for this unique opportunity, it has changed the way we see the world and made us proud to be able to contribute something back.”

About the project

ICMIF’s 5-5-5 Mutual Microinsurance Strategy is a five-year project based in five emerging market countries which aims to provide five million households with insurance cover for the first time. The aim is to provide microinsurance cover for 25 million previously uninsured people. Other organisations already contributing to the 5-5-5 project are The Co-operators, Canada and Länsförsäkringar AB, Sweden which are both providing financial support to Uplift Mutuals.