Gen Z consumes entertaining, authentic, and informative content, but health insurers haven’t adapted their marketing to speak their language.
Michelle Jane Omulloh, 32, lived with sickle cell anaemia her entire life. Regular pain crises and mild strokes were her constant companions until September 1, 2025, when she became the first patient to receive Automated Red Blood Exchange therapy at Victoria Hospital in Kisumu.
The therapy replaces sickle-shaped red blood cells with normal ones, helping patients live without painful crises for up to five years.
“I am very happy for this breakthrough. The Social Health Authority (SHA) covered everything, including the Red Cell Exchange procedure, which costs Ksh70,000,” said Omulloh, whose perception of SHA changed, and she is now encouraging Kenyans, especially youths who take health covers lightly, to enrol.
“SHA is working. My fears that the premiums we pay would be diverted to other matters have been neutralised and replaced with hope. The scheme sorted me out fully when I went for the procedure,” Omulloh told Willow Health Media.
Faith Karambu, a content creator, said, “I registered for SHA in October 2024. I was paying monthly premiums of Ksh500,” but was divided on whether the scheme saves Kenyans from out-of-pocket healthcare expenditure or not.
She also initially criticised SHA after the government stopped EduAfya coverage for high school students, forcing her to pay out of pocket for her son’s outpatient treatment. However, when she developed a respiratory complication two months ago, SHA covered her Ksh72,000 medical bill after she paid the remaining Ksh3,000 of her annual premium.
But Kevin Mbayagi, a 30-year-old from Eldoret, however, speaks for many young Kenyans when he says he doesn’t trust SHA in which he says, “There’s hesitancy because positive testimonials are few. Reviews and complaints make others fear.”
His skepticism isn’t unfounded. A March 2025 GeoPoll survey titled, Understanding Kenyans’ Perceptions of the Social Health Authority (SHA) and Social Health Insurance Fund (SHIF) surveyed nearly 1,000 young Kenyans aged 18-35 and found that while 60 per cent had registered for SHA, a massive 40 per cent remained reluctant to sign up. Even more telling: of those who registered, 63 per cent had never actually used their cover.
A study by the Institute of Development Studies at the University of Nairobi (UoN) released on April 9, 2025, established that six out of 10 Kenyans (61 per cent) of Kenyans did not have any form of health insurance and would pay for medical services out-of-pocket.
Gen Z Kenyans, born between 1997 and 2011, have good reason to be cautious about promises from institutions. They grew up during the 2007-2009 global recession, lived through Covid-19, and watched their parents struggle financially. They have seen government programs launched with fanfare, only to disappoint them later.
“If I commit to pay for medical cover, I expect my investment to work when I need it. We don’t get much of that from insurance providers,” Mbayagi says. The economic situation is already tough, making it hard to prioritise health insurance that might not deliver.
A study by the Association of Kenya Insurance in 2021 found that young people know health insurance is important, but they are skeptical. They worry about the cost, find the system confusing, and don’t always trust it to work when they need it. For this new insurance to succeed, the providers need to do a better job of earning young people’s trust and proving it provides real value.
Among those who used SHA, experiences were mixed. Nearly a quarter (23 per cent) reported very poor experiences, while only 14 per cent had very good ones. Most fell somewhere in the middle, with 29 per cent reporting neutral experiences, according to the GeoPoll survey, which also noted that at least 9 per cent of the youthful Kenyans stated that they preferred private insurance options over SHA and SHIF.
Part of the problem lies in how information reaches young people. Gen Z consumes entertaining, authentic, and informative content, particularly video content. Insurance companies haven’t adapted their marketing to speak this generation’s language.
Young Kenyans are also skilled researchers with global perspectives. They can easily find stories online about insurance companies denying claims or bureaucratic nightmares. Without strong positive narratives to counter these stories, distrust grows.
Health Cabinet Secretary Aden Duale, in July 2025, said over 24 million Kenyans had enrolled on SHA, six million had undergone means testing, but only a small fraction had paid the monthly premium, an average of Ksh590 for Kenyans in the informal sector. Duale added that the introduction of SHA lipa pole pole (pay in bits) had roped in 8,000 Kenyans.
“SHA lipa pole pole is progressive. You’re required to pay four months’ premiums at the start, then pay the balance daily, weekly or monthly to ensure you’re up to date. Daily payments are as low as Ksh10,” said Duale.
But many young people prefer spending money on immediate needs rather than future health problems they hope never to face.
The contradiction is stark: healthcare costs are rising (up 3.3 per cent in the past year), making insurance more necessary, but economic pressures make it harder for young people to afford premiums.
The survey revealed that 29 per cent of young respondents had no specific expectations for SHA, a damning indictment of the system’s failure to communicate its value. Only 23 per cent expressed positive expectations.
The survey found that Gen Zs want transparency, clear explanations of what is and isn’t covered by their health insurance, quick, digital-first processes for both registration and filing claims and proof that the system works. Most also seek fair pricing that aligns with their economic reality and prefer authentic testimonials from peers rather than promises from government officials.
Some organisations are getting it right. The Kenya National Federation of Farmers (KENAFF) created affordable, transparent insurance packages specifically for their members. By clearly explaining what each package covers and pricing it reasonably (starting at Ksh2,999 annually), they’ve improved uptake significantly.
“Most farmers view insurance as waste when they pay premiums but don’t benefit. Transparency about what each package offers has improved uptake,” explains Valary Otieno, the lead at KENAFF Young.
The ball, therefore, is in the insurers’ court to ensure the market’s fast-growing consumer base understands and embraces their products.
“They consume entertaining, authentic and informative content, and to attain conversion and awareness goals, therefore, insurers must adopt a video-first strategy,” the analysis indicated.
