Karachi: EFU Life Assurance Ltd., a leading provider of Life and Health insurance and a prominent Takaful operator in Pakistan, has entered into a strategic partnership with Mashwara.ai, an AI-powered digital healthcare platform, to further enhance its digital & inclusive ecosystem.

Through this collaboration, EFU Life is reinforcing its vision of insurance-led healthcare, where protection is not treated as a standalone product but embedded seamlessly within the care journey. By integrating its Takaful/Insurance solutions with Mashwara’s AI-powered platform, EFU Life enables users to access both medical care and financial protection at the point of need—supporting more proactive and informed decision-making.

In Pakistan, where over 95% of the population remains uninsured and healthcare expenses are largely paid out-of-pocket, this partnership addresses a critical protection gap. By combining EFU Life’s expertise in Takaful/Insurance with Mashwara’s AI-driven telemedicine platform—featuring symptom checking, digital health records, and access to over 1,900 certified doctors, EFU Life is embedding its solutions directly within digital healthcare interactions. Whether users are consulting a doctor, managing chronic conditions, or seeking medical advice, relevant protection options are introduced contextually—shifting the experience from reactive insurance purchases to proactive health and financial planning.

This offering includes cashless health coverage across a nationwide network of 400+ panel hospitals, including hospitalization, ICU care, and ambulance services, along with optional maternity benefits delivered through a simple mobile-first experience.

Speaking about the partnership, Ms. Nilofer Sohail, General Manager – Channel Strategy and Growth Segments at EFU Life, stated:

“This partnership represents a key milestone in EFU Life’s digital insurance strategy. Our focus is to make protection more accessible by embedding it into everyday digital experiences. By integrating with Mashwara.ai, we are not only expanding our distribution but also redefining how customers engage with insurance—making it more timely, relevant, and seamlessly connected to their needs”

Noman Ahmed, Founder and CEO of Mashwara.ai shared his perspective:

“At Mashwara.ai, we have always believed that healthcare should be a right, not a privilege. Our partnership with EFU Life is a natural evolution of that vision. Through deep inter-app integration, we are making healthcare faster, smarter, and significantly more affordable for the people of Pakistan — a market where insurance penetration remains remarkably competitive compared to global benchmarks, yet pocket-friendly solutions have been largely absent at scale. Mashwara is not just an app — it is a healthcare ecosystem, and insurance sits at the very top of that ecosystem as the ultimate layer of protection. This collaboration with EFU Life expands the peripherals of what digital healthcare can deliver, bringing millions of underserved Pakistanis into a connected, comprehensive health protection network for the very first time."

This partnership reflects a shared commitment to advancing financial inclusion and improving healthcare accessibility in Pakistan, while supporting Sustainable Development Goals, particularly Goal 3 (Good Health and Well-being) and Goal 10 (Reduced Inequalities).