Liberty Kenya targets seniors and institutionalised children with new medical covers

The products, HeriAfya Seniors and HeriAfya Juniors, come as insurers increasingly seek growth in underserved market segments amid rising healthcare costs and low insurance penetration in Kenya.

Insurance penetration in Kenya stood at about 2.2 per cent of GDP by mid-2025, according to industry data, remaining well below global averages. Private health insurance coverage continues to reach only a small share of the population, leaving many households exposed to high out-of-pocket medical expenses.

HeriAfya Seniors targets people aged between 61 and 85 years, an age bracket often excluded from conventional medical insurance plans. The cover includes benefits such as cancer treatment, mental health support, post-hospitalisation home care and funeral expense cover. Premiums are structured according to age bands, with payment plans supported through partner financing arrangements.

The second product, HeriAfya Juniors, is designed for children under institutional care, including those in schools, orphanages and welfare programmes. The policy allows institutions to insure groups of children under a single cover arrangement.

Speaking during the launch, Managing Director Rosalyn Mugoh said the company had identified significant gaps in access to health cover among elderly people and children in institutional settings.

“We identified a clear protection gap affecting two of the most vulnerable groups in society. These solutions are designed to provide practical, accessible cover where it has been missing,” said Rosalyn Mugoh, the Managing Director.

Healthcare financing remains a major challenge for many Kenyan households, particularly as treatment costs continue to rise.