EFU Life Assurance Ltd., a leading provider of Life and Health insurance and a prominent Takaful Operator in Pakistan, has announced a strategic partnership with Neem, a financial technology platform simplifying money movement and embedding insurance in the financial wellness ecosystem of Neem. This collaboration aligns with EFU Life’s commitment to transforming insurance access through modern technology and inclusive solutions.

As part of its strategic partnership with Neem, EFU Life has integrated Neem’s secure and agile Payment Gateway into its existing and future customer touch points such as website and mobile applications. This integration enables customers to make premium payments and policy purchases through a broad range of secure digital options such as cards, wallets, bank transfers, and 1Bill-supported retail outlets. The result is a seamless, user-friendly experience that accelerates adoption and strengthens trust.

The initiative is not just about convenience; it is about transforming access to financial protection. EFU Life’s Islamic Takaful offerings will now be embedded into Neem’s Shariah-compliant Earned Wage Access (EWA) platform, Neem Paymenow. This empowers salaried individuals to access life, health, and accidental insurance coverage directly within the platform where they receive their wages, simplifying the journey to responsible financial planning.

Commenting on the partnership, Mr. Azeem Pirani, Chief Operations Officer of EFU Life said, “Partnering with Neem is a key step in making insurance simpler and more accessible for today’s digital-first customers—from streamlined premium payments to embedded protection within salary platforms.” Ms. Nilofer Sohail, General Manager Channel Strategy & Growth Segments added “At EFU Life, we are investing in innovation that brings financial security within reach. Collaborations like this help us build a connected digital ecosystem that empowers and protects millions across Pakistan.”

Nadeem Shaikh, Co- Founder Neem responded, “This partnership with EFU Life reflects our mission to embed financial services where they matter most—within the everyday journeys of individuals. By integrating our digital payment infrastructure and embedding insurance into Neem Paymenow, we’re enabling seamless access to protection while simplifying premium collections and disbursements. Together, we’re building a scalable, inclusive financial ecosystem aligned with the future of digital Pakistan.”

Aligned with Sustainable Development Goals (SDGs) such as No Poverty (SDG 1), Good Health and Well-being (SDG 3), Decent Work and Economic Growth (SDG 8), and Reduced Inequalities (SDG 10), EFU Life remains committed to its mission of making every household in Pakistan insurance-covered, creating a future where financial security, convenience, and wellness go hand in hand.