easypaisa, Pakistan’s pioneering digital bank, has unveiled a major addition to its growing portfolio of financial services by launching its very own digital insurance marketplace. This new platform is set to revolutionize insurance accessibility across the country by providing a simplified, affordable, and digitally-enabled experience to millions of users. Designed to tackle the low insurance penetration rate in Pakistan—which currently stands at less than 1%—the easypaisa insurance marketplace brings a wide spectrum of insurance offerings to customers’ smartphones.
The comprehensive platform includes health, life, mobile, income protection, vehicle, domestic and international travel insurance, as well as doctor consultations. These services are powered through strategic collaborations with some of the most reputable names in the industry such as EFU Life, EFU General, IGI Life, IGI General, WEBDOC, and oladoc. These partnerships ensure that users get access to trustworthy and reliable insurance solutions tailored to their specific needs.
To encourage more users to explore and adopt insurance services, easypaisa is offering a one-month free subscription on all monthly plans available through the marketplace. This promotional initiative is aimed at reducing entry barriers and helping customers experience the value of insurance before committing financially. Subscribers can also benefit from instant doctor consultations with a network of over 25,000 specialists via video or audio, along with discounted rates on clinic and lab visits.
What sets this insurance marketplace apart is its use of artificial intelligence (AI) to deliver a smarter, faster, and more intuitive user experience. Users can engage in real-time conversations with the platform, receive tailored insurance recommendations, have their queries answered instantly, and complete their purchases within minutes. This seamless and tech-driven experience redefines how Pakistanis access and interact with insurance products.
Jahanzeb Khan, President & CEO of easypaisa digital bank, highlighted the strategic importance of this initiative, stating, “The launch of easypaisa digital bank’s insurance marketplace is a significant milestone. easypaisa has enabled digitized insurance-based products to increase the accessibility of insurance services to a wider segment of our society. This initiative reflects our unwavering commitment to enhance every aspect of the customer journey and provide millions with insurance services at their fingertips.”
Adding to this, Farhan Hassan, Head of Wallet Business at easypaisa, emphasized the marketplace’s broader vision of financial inclusion. “With its very own insurance marketplace, easypaisa digital bank is breaking long-standing barriers in the insurance sector. Our goal is to simplify and improve insurance penetration which stands at less than 1% across the country, making it more accessible and understandable for everyone, aligning with easypaisa’s broader vision of financial inclusion— and empowering users with innovative solutions that enhance their financial security.”
As Pakistan’s first digital bank to begin commercial operations, easypaisa continues to innovate and set new benchmarks in the country’s fintech ecosystem. This insurance marketplace further reinforces the bank’s mission to unlock the transformative potential of digital financial services, drive economic growth, and provide a secure safety net for underserved communities. Through this initiative, easypaisa is not only offering insurance but also extending a critical lifeline that supports financial resilience and inclusion across the nation.
