For over three decades, EFU Life has been the vanguard of financial protection in Pakistan. Today, the Company’s mission has evolved beyond simple safeguarding to actively shaping a future where health, security, and financial well-being are accessible to every household.
2025 marked a decisive leap in this journey, as insurance was reimagined to be simpler and more inclusive, laying a clear roadmap for purposeful progress and disciplined value creation. This strategy delivered strong results, with the Company achieving an impressive growth of over 37% and recording a gross premium of Rs. 57.05 billion.
"At EFU Life, we remain committed to increasing insurance penetration through innovation and inclusivity. By merging life and health protection with digital-first solutions, we are not just providing policies; we are securing the future of millions of Pakistanis."
— Mohammed Ali Ahmed, Managing Director & Chief Executive, EFU Life
Driving Meaningful Impact, Empowering Lives
EFU Life’s strategy for community impact is rooted in the belief that financial protection is inseparable from physical and digital accessibility. This vision gained significant momentum following the acquisition and subsequent amalgamation of EFU Health into EFU Life in May 2024, with 2025 marking the first complete year of unified operations. This strategic integration allowed the Company to strengthen its health proposition through the launch of Mukammal Sehat, its flagship retail health insurance solution for individuals and families. Designed to make quality healthcare more accessible, the plan offers flexible coverage options with protection extended up to 80 years of age, coverage for pre-existing conditions, and enhanced limits for accident-related hospitalizations. Mukammal Sehat provides cashless hospitalization, diagnostics and emergency care, along with optional maternity cover and a built-in M-Health Rider that enables teleconsultations, pharmacy savings and digital health management tools.
Building on its focus on preventive healthcare, the Company expanded EFU Life WIN with WIN Lite—an affordable, holistic wellbeing platform promoting healthier lifestyles and long-term financial security. Powered by global health-tech partner dacadoo, it rewards positive lifestyle habits across physical, mental, nutritional, and financial wellbeing.
For customers focused on long-term financial security, EFU Life continues to deepen its savings and retirement offerings. Following its registration as a Pension Fund Manager under the VPS Rules, the Company remains well positioned to serve Pakistan's growing retirement planning needs through structured savings solutions, Shariah-compliant pension products, and retirement readiness plans. Through these offerings, EFU Life is helping customers plan not just for today, but for the decades ahead. This life-stage approach recognizes that insurance is not a one-time purchase, but a lifelong relationship built around evolving priorities.
The delivery of these innovative solutions has been further revolutionized by the 2025 launch of Thrive, Pakistan’s first holistic digital insurance platform. Serving as the primary engine for the Company’s digital transformation, Thrive enables a fully self-service experience with instant onboarding and automated policy issuance. However, the platform’s impact goes beyond mere operational efficiency; it actively incentivizes positive financial behaviour through literacy tools and the "EFU Life Coins" rewards system. Each policy issued through Thrive also carries a social purpose, with a portion of the premium donated to a community cause chosen by the customer.
Yet, what truly defines EFU Life is not only scale, but purpose. EFU Life’s newly established Sustainability and Social Impact vertical is guiding efforts to embed ESG principles into every facet of the business. At the core of this is the Company’s Green Commitment, embedded within its Individual Life business. Every policy issued contributes to tree plantation and biodiversity restoration across Pakistan, linking everyday financial decisions with environmental impact.
Operationally, EFU Life has reduced its environmental footprint through digitization and efficiency improvements. Over a million pages have been replaced through digital workflows, while investments in IT optimization and energy-efficient infrastructure have helped manage energy use. The Company’s EDGE Green Building Certification reflects these efforts, with measurable gains including 22% energy savings and 35% water savings at its head office.
Beyond operations, EFU Life continues to engage with communities through initiatives such as tree plantation drives, coastal clean-ups, and partnerships with organizations like WWF-Pakistan. At the same time, efforts to expand financial inclusion and digital access remain central to ensuring that underserved populations are not left behind.
The Company’s focus on sustainability, inclusion, and responsible growth reflects a broader view of what insurance should offer. Through digital access, health solutions, retirement planning, and community initiatives, EFU Life is helping shift insurance from a one-time transaction to a lifelong support system built around care and security.
Shaping the Future of Insurance in Pakistan
Looking ahead, EFU Life views the rapid pace of technological disruption and shifting economic landscapes not as challenges, but as catalysts for transformation. The Company remains committed to fostering a collaborative ecosystem between regulators, stakeholders, and communities to strengthen insurance awareness and deepen financial inclusion across Pakistan. Anchored in a digital first mindset and strong capital resilience, EFU Life continues to expand its reach, currently serving over 14 million lives, with the shared goal of advancing a more secure and inclusive future where insurance becomes an essential part of every household’s financial wellbeing.
