Britam Trust

Challenge

Britam was launching trust and estate planning services in Kenya. Estate planning is complex, emotional and culturally avoided. Advisers said the product is "100% trust-based", so the brand had to earn trust before it could sell.

Thinking

Naweeri ran focus groups with customers and financial advisers, plus leadership interviews. Three findings led the work: the market is ready, complexity needs knowledge, and trust must be managed at brand and service level. The insight was that a trust is a financial product that should not be sold as one. Human stories soften complexity.

Execution

Naming started from 500 candidates, narrowed to 50, then 15, then four top names rated by advisers and customers. The campaign defined three mindsets: Practical Protectors, Insurance Orphans and Dynasty Builders. The idea "Family is true wealth" became the line "A legacy is more than money. It's your wise choices." with #FamilyIsThamani. Key visuals use hands across generations, a deliberate non-insurance motif.

Outcome

Outcome: [needs Richard]. The plan set an October launch, with soft or media launch left to Britam.