Despite robust financial subsidies, many programs have found that selling insurance to poor African farmers is extremely challenging. This remains the case even when risk products are bundled with other services, such as community savings programs and training in how to improve crop yields.
For instance, a 10-year-old government farm insurance program in Ghana has fallen far short of expectations, according to multiple observers—including the same Christopher Udry who inspired Sheehan to create WorldCover. Udry and colleagues reported in a March 2019 paper that the government insurance program had had little meaningful impact.
In Kenya and Ethiopia, risk transfer programs aimed at pastoralists have had disappointing results, according to an extensively researched June 2019 article in Devex, which was underwritten by the Technical Centre for Agricultural and Rural Cooperation.
Experts point to two main types of obstacles. First, there are enormous marketing and logistical challenges inherent in trying to sell small insurance policies to very poor farmers who’ve never heard of the concept, live in remote areas and may only speak indigenous languages. Second, it’s difficult to build customer loyalty for an abstract product that often doesn’t provide what farmers expect. The Devex story describes how some pastoralists thought they were putting money into a savings account. When they didn’t get their premiums back, “they start[ed] thinking that this product has failed them,” a coordinator said.
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