A new partnership between Britam General Insurance, Hotpoint Appliances and MIC Global Risks is introducing an embedded insurance. This is a straightforward way for Kenyan consumers to insure their household electronics without having to think about it.
The three companies have rolled out a 12-month All-Risks cover automatically bundled. This cover is for select appliance purchases at Hotpoint stores and online. The protection activates at checkout, costs the customer nothing extra. It applies to big-ticket items such as refrigerators, TVs, laundry machines, cookers, and room air conditioners.
The embedded insurance cover shields buyers against accidental damage, fire, water incidents, theft, transit loss, political violence and power surges. These are risks that typically shorten the life of household electronics in fast-growing urban markets. Claims will be handled through Britam’s digital portal. Repair-or-replace guarantee are designed to keep customers from being stuck without key home devices.
New Strategy for Loyalty
Behind the partnership is a wider shift in Kenya’s consumer landscape. Household appliances are becoming central to middle-class living, driven by rapid urbanization, rising mortgages and a steady recovery in disposable income. KNBS projects an 11.4% growth in the consumer electronics market in 2025. Experts say this signals a maturing market where buyers expect more than just the product they expect ongoing protection.
James Mbithi, CEO of Britam General Insurance, noted that most consumers rarely insure appliances on their own. Embedding cover at the point of sale, he said, brings insurance closer to everyday life and advances Britam’s push toward digital-first, lifestyle-driven products.
Hotpoint CEO Ravi Kanani added that the partnership reflects the retailer’s shift toward value-added services that strengthen customer trust long after the appliance leaves the showroom. MIC Global Risks COO, Puneet Chawla, framed the collaboration as part of a broader move toward simple, accessible micro-insurance in African households.
