Heritage Insurance HeriAfya: Complete Agent Product Guide

Heritage Insurance may not be the biggest name in Kenya's health insurance market.

But HeriAfya, their flagship health product, has carved out a solid position — especially for agents looking for an alternative to the giants.

Here's your complete guide to selling Heritage health insurance.

Table of Contents

• Heritage Insurance Overview
• HeriAfya Product Line
  • HeriAfya Plans at a Glance
  • What's Covered
  • Optional Add-Ons
• Heritage Corporate Health Insurance
  • Corporate Plan Structure
  • Corporate Advantages
• Heritage Commission Structure
  • Health Insurance Commissions
  • Commission Example
• Heritage Hospital Network
  • Nairobi Coverage
  • Regional Strength
  • Network Verification
• When to Sell Heritage HeriAfya
  • Ideal Client Profiles
  • Less Ideal For
• Selling Heritage: Key Strategies
  • Strategy 1: The Value Play
  • Strategy 2: The Regional Expert
  • Strategy 3: The SME Partner
• Heritage vs Competitors
• Handling Common Objections
  • "I've never heard of Heritage for health"
  • "Will my hospital accept Heritage?"
  • "Why not just go with AAR or Jubilee?"
• Getting Appointed with Heritage
  • Requirements
  • Appointment Process
  • Support Available
• Cross-Selling Opportunities
• The Bottom Line
• Next Steps

Heritage Insurance Overview

Heritage Insurance Company Kenya is part of the Heritage Insurance Group, which has presence across East Africa and beyond. In Kenya, they're known for motor, fire, and marine insurance, but their health division has been growing steadily.

Key strengths:

• Competitive pricing
• Good regional coverage (not just Nairobi-centric)
• Flexible product design
• Personal service approach

Where they're less competitive:

• Smaller brand recognition than AAR/Jubilee
• More limited premium hospital network
• Less developed digital infrastructure

HeriAfya Product Line

HeriAfya is Heritage's main health insurance brand. It comes in several tiers designed for different market segments.

HeriAfya Plans at a Glance

Premiums vary based on age, location, family size, and medical history.

What's Covered

Inpatient Benefits:

• Hospital accommodation (shared or private depending on tier)
• Surgical procedures
• ICU and high dependency care
• Doctor's fees
• Theatre charges
• Prescribed medications during admission
• Pre-authorization required for planned admissions

Outpatient Benefits:

• GP consultations
• Specialist consultations
• Laboratory investigations
• Imaging (X-rays, ultrasound, CT, MRI with limits)
• Prescribed drugs
• Minor procedures

Maternity Benefits:

Optional Add-Ons

Heritage Corporate Health Insurance

Heritage has a solid corporate offering, particularly attractive to mid-sized companies.

Corporate Plan Structure

Corporate Advantages

1. Lower minimum group size — Start from 5 lives
2. Flexible tier mixing — Different levels for different staff
3. Regional pricing — Can be more affordable outside Nairobi
4. Personal account management — Direct support for HR
5. Wellness programs — Health education and screenings available

Heritage Commission Structure

Health Insurance Commissions

Notes:

• Commissions calculated on net premium
• Performance incentives available for high-volume agents
• Timely payment — typically within 30 days of premium receipt

Commission Example

Scenario: Family HeriAfya Gold plan

• Family premium (2+2): KES 150,000/year
• First year (20%): KES 30,000
• Renewal (15%): KES 22,500
• 5-year retention: KES 120,000

Heritage Hospital Network

Heritage's network is solid but not as extensive as AAR or Jubilee.

Nairobi Coverage

Regional Strength

Heritage has particularly good coverage in:

• Mombasa and Coast region
• Western Kenya (Kisumu, Kakamega)
• Rift Valley (Nakuru, Eldoret)

Tip: For clients outside Nairobi, Heritage can be very competitive. Verify local network before selling.

Network Verification

Always check specific hospitals for your clients:

1. Call Heritage to verify current network status
2. Confirm benefit levels at that facility
3. Clarify any co-payment requirements

When to Sell Heritage HeriAfya

Ideal Client Profiles

Less Ideal For

Selling Heritage: Key Strategies

Strategy 1: The Value Play

For price-sensitive prospects:

"Heritage offers the same core coverage as the big names at 15–20% lower premiums. You're not paying for the advertising budget — you're paying for actual healthcare."

Support with:

• Side-by-side benefit comparison
• Similar coverage, lower premium
• Same hospital access in their area

Strategy 2: The Regional Expert

For clients outside Nairobi:

"Heritage has excellent coverage in your area. Let me show you which hospitals are fully covered nearby."

Process:

1. Verify local hospitals in network
2. Highlight specific facilities they know
3. Compare to competitors' regional coverage

Strategy 3: The SME Partner

For small businesses:

"With just 5 employees, you qualify for group rates. That's lower premiums per person than individual policies, plus easier administration."

Sell the benefits:

• Group discount
• One policy, one invoice
• Easy employee additions
• HR support

Heritage vs Competitors

Handling Common Objections

"I've never heard of Heritage for health"

"Heritage has been in Kenya since 1976 — they've been around longer than most insurers. They're better known for motor and general insurance, but their health products are solid. Lower marketing budget means lower premiums for you."

"Will my hospital accept Heritage?"

"Let me verify that right now. [Check network] Yes, [Hospital Name] is fully covered under your plan. Would you like me to confirm the exact benefits?"

"Why not just go with AAR or Jubilee?"

"AAR and Jubilee are excellent insurers. But for similar coverage, you'll pay 15–20% more. If you're using hospitals like [local options], Heritage covers them just as well. The money you save can go toward a higher benefit tier or other family needs."

Getting Appointed with Heritage

Requirements

1. Valid IRA license
2. KRA PIN certificate
3. National ID copy
4. Passport photos
5. Bank details for commission payment
6. Business registration (for agencies)

Appointment Process

1. Contact Heritage agency department
2. Submit documentation
3. Attend product training (1–2 days)
4. Pass product assessment
5. Receive agent code
6. Access online systems

Support Available

• Product training sessions
• Rate cards and quote tools
• Marketing materials
• Dedicated agency support
• Regional office access

Cross-Selling Opportunities

Heritage offers multiple product lines. Start with health, expand to:

Commission stacking: Each product adds to your earnings from the same client relationship.

The Bottom Line

Heritage HeriAfya is a solid choice for:

• Price-conscious individual and family clients
• Regional clients with good local network coverage
• SMEs looking for flexible group options
• Agents building a diverse insurer portfolio

It won't win on premium hospital access or brand recognition, but it competes strongly on value and service.

Next Steps

1. Get appointed with Heritage Insurance
2. Learn the HeriAfya tier differences
3. Verify local network coverage in your target areas
4. Identify price-sensitive prospects for Heritage
5. Use BimaSasa to compare Heritage quotes against competitors
6. Read: 10 Common Client Objections and How to Handle Them