“Can a digital-first, AI-enabled insurer democratize insurance access across Nigeria's mass market and become the embedded insurance layer for African businesses?”
Heirs Insurance Group is a digital-first Nigerian insurer, part of Tony Elumelu's Heirs Holdings pan-African investment group. Since launch in 2021, the group has pursued a mobile-app + USSD + chatbot distribution strategy targeting mass-market financial inclusion in Nigeria. In 2024–2025 it doubled down on AI (Prince AI generative assistant) and B2B distribution via its InConnect embedded-insurance API platform, positioning itself as an insurance-as-a-service layer for other Nigerian businesses.
Heirs Insurance Group's embedded insurance is provided by Heirs General Insurance (in-house), Heirs Life Assurance (in-house) and Heirs Insurance Brokers (in-house).
Heirs Insurance Group's investing and wealth products are powered by Heirs Life Assurance (in-house).
The Embedded Finance Index 2026 maps 2 layers in Heirs Insurance Group's stack: Insurance (Heirs General Insurance (in-house), Heirs Life Assurance (in-house) and Heirs Insurance Brokers (in-house)); Investing (Heirs Life Assurance (in-house)).
Heirs Insurance Group was founded by Tony Elumelu (via Heirs Holdings) and is founded in 2020, headquartered in Lagos, Nigeria.
Get a read on where your own stack stands against Heirs Insurance Group and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.