Adamjee Life
Adamjee Life Assurance Company Limited is a Pakistan-listed life insurer offering Conventional and Shariah-compliant (Takaful) life insurance products across individual, corporate, and bancassurance channels to retail, employer, and banking customers nationwide.
- Company typePublic
- Founded2009
- HeadquartersKarachi, Pakistan
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Adamjee Life does
Adamjee Life Assurance Company Limited is a Pakistan-based life insurance company founded in 2008 (operating since 2009) and listed on the Pakistan Stock Exchange under ticker ALIFE. The firm operates as part of the Nishat Group conglomerate and is headquartered in Karachi, with a workforce of 1,001–5,000 employees, a nationwide branch network, and 450,000+ lives covered across individual and group policies. It is regulated by the Securities and Exchange Commission of Pakistan under the Insurance Ordinance, 2000 and carries a PACRA AA financial strength rating.
The company runs a dual-track product architecture spanning Conventional life insurance and Window Takaful (Shariah-compliant) products. Core offerings include Individual Life Plans, Corporate/Group Life Plans, Bancassurance Plans (distributed through MCB Bank, National Bank of Pakistan, and Habib Metro Bank), and Online Plans sold via the Adamjee Life Digital mobile application and ALPOS E-Services Portal. Underpinning these are 11 unit-linked investment funds across risk profiles (Income, Aggressive, Balanced) for both Conventional and Takaful policyholders, managed under Mudarabah and Wakalah models. Supporting technology includes the Adamjee Life Digital App (iOS and Android), an E-Services Portal for policy management, an SMS-based Life Insurance Policy Finder (send CNIC to 99833), an online coverage calculator, an online claim filing platform, an online payment gateway, and an appointment booking system. The company is ISO 27001:2022 and ISO 9001:2015 certified.
Adamjee Life generates revenue through four streams: recurring life insurance premiums (individual and group, paid monthly/quarterly/semi-annually/annually), Takaful contributions from Shariah-compliant products, investment fund management fees on unit-linked assets, and bancassurance referral commissions. Distribution spans tied agents, branches (Conventional, Takaful, and Bancassurance offices), bank partner channels, and direct digital self-serve. A fifth stream, pension fund management under VPS Rules 2005, was Board-approved in January 2026 pending SECP clearance. Ancillary customer engagement is delivered through the Orbis rewards program (with partners Serene Air and Vouch 365) and the Sehat Kahani telemedicine MoU. The company serves retail individuals, employer groups, and bank customers across South Asia.
Adamjee Life firmographics
Firmographics- Name
- Adamjee Life
- Legal name
- Adamjee Life Assurance Company Limited
- Website
- https://adamjeelife.com
- Company type
- Public
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Adamjee Life Assurance Company Limited is a Pakistan-listed life insurer offering Conventional and Shariah-compliant (Takaful) life insurance products across individual, corporate, and bancassurance channels to retail, employer, and banking customers nationwide.
- Ownership category
- akta.pro rank
Adamjee Life industry classification
Industry- Product category
- Life Insurance
- NAICS
- Direct Life Insurance Carriers (524113), Direct Life, Health, and Medical Insurance Carriers (52411), Funds, Trusts, and Other Financial Vehicles (525)
- SIC
- Life Insurance (6311), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Whole Life Insurance (FSAIABAA)
- akta.pro secondary industries
- Simplified Issue Whole Life / UL Insurance (FSAIABAH), Participating (Dividend) Whole Life Insurance (FSAIABAI), Level Term Life Insurance (FSAIAAAA), Takaful Bancassurance (Islamic Insurance Distribution) (FSABAGAM)
Keywords
Where Adamjee Life is headquartered
LocationHeadquarters
- HQ city
- Karachi
- HQ country
- Pakistan
- HQ region
- Asia
Offices2 records
Markets served
Adamjee Life business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Life Insurance Premium Revenue (Conventional): Adamjee Life earns premium income from individual life insurance policies, group/corporate life plans, and unit-linked insurance plans (ULIPs) sold through agents, bancassurance partners, and direct channels. Premiums are collected on regular (monthly, quarterly, semi-annual, annual) or single-payment modes.
- Takaful Contributions (Window Takaful Operations): Sharia-compliant family Takaful products generate contribution income from participants, managed under Islamic finance principles including Mudarabah and Wakalah models, distributed through both conventional branches and dedicated Takaful branches.
- Investment Fund Management Fees: The company manages multiple unit-linked funds (Investment Secure Fund, Investment Multiplier Fund, Amaanat Fund, TAAMEEN FUND, MAZA'AF FUND, SAMAN FUND, and others) and earns management fees on fund assets under administration.
- Bancassurance Revenue: Revenue generated through insurance product distribution partnerships with banking institutions including MCB Bank and National Bank of Pakistan, where bank customers are cross-sold life and Takaful insurance products through the bank's branch network.
- Pension Fund Management (Planned): Adamjee Life's Board has approved a proposal to enter the pension fund management sector under the Voluntary Pension System Rules, 2005, subject to SECP approval. This would complement existing life assurance operations with a new revenue stream from pension fund administration and management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Individual Life Plans - Conventional and Takaful |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Adamjee Life product offering
Product offeringCore offering
Adamjee Life Assurance Company Limited provides life insurance and family Takaful (Sharia-compliant) products to individual consumers and corporate clients in Pakistan. Its portfolio spans individual life plans, group/corporate life plans, bancassurance plans distributed through partner banks, online plans, and multiple unit-linked investment funds for both conventional and Takaful policyholders. Distribution is carried out through a nationwide branch network, a tied agent force, bancassurance partnerships (MCB Bank, National Bank of Pakistan, Habib Metro Bank), and digital self-serve channels including a mobile app and e-services portal.
Product overview
Adamjee Life Assurance Company Limited operates as a life insurance provider in Pakistan offering a dual-track product architecture comprising Conventional life insurance products and Window Takaful Operations for Shariah-compliant coverage. The core product portfolio spans Individual Life Plans, Bancassurance Plans (distributed through banking partners including MCB Bank and National Bank of Pakistan), Corporate Life Plans, and Online Plans for direct digital sales. Investment-linked offerings include multiple Unit Linked Funds categorized as Income (Investment Secure Fund, Dynamic Secure Fund, Taameen Fund), Aggressive (Investment Multiplier Fund, Dynamic Growth Fund, Maza'af Fund), and Balanced (Amaanat Fund, ALACL Managed Growth Fund, Saman Fund) options for both Conventional and Takaful. The company supports its core insurance products with digital service modules including the Adamjee Life Digital App, E-Services Portal for policy management, Life Insurance Policy Finder Service (SMS-based), Online Claim Filing, Online Payment Gateway, and Online Appointment Booking. The Orbis Rewards Program provides policyholders with a multi-category discount ecosystem spanning Education, Eateries, Lifestyle, Health & Wellness, and Protection categories with partners including Serene Air and Vouch 365.
Differentiator
Problem solved
Functional benefit
Brands
- Orbis: Loyalty rewards program offering exclusive discounts and deals across Pakistan across categories including education, eateries, lifestyle, and healthcare
- Adamjee Life Takaful
- Nigehbaan
Products and services
- Individual Life Plans
Quantifiable outcome
- PKR 1.59 Billion in claims paid in 2025
- +1 more outcomes
Companies that use Adamjee Life
Customer profileNamed customers16 records
Segments3 records
Ideal customer profiles3 records
Adamjee Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Adamjee Life partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor, strategic and core.
- Karachi Vocational Training Centre (KVTC)minorCSR collaboration under Nigehbaan for inclusive vocational empowerment, featuring a workshop on International Down Syndrome Day titled 'The Tables Have Turned' with children with unique abilities.
- 10PearlsminorAdamjee Life served as Silver Sponsor for Women Tech Quest 2025, a tech diversity initiative held across Karachi, Lahore, and Islamabad, organized by 10Pearls Pakistan.
- Hunar FoundationstrategicPartnership as part of the Khuwaboun ka Nigehbaan campaign focused on societal transformation, skill development, and aligning with Sustainable Development Goals (SDGs).
- Faysal FundsstrategicStrategic partnership between Adamjee Life Assurance (Window Takaful Operation) and Faysal Funds, a leading Islamic Mutual Funds Institution. The collaboration aims to bring enhanced life insurance benefits to Faysal Funds unit holders, providing them with added financial security and peace of mind through complementary insurance products.
- Kiran FoundationstrategicCSR collaboration with Kiran Foundation to empower future business leaders, including an entrepreneurship program that awards seed funding to selected students. The partnership aims to support young entrepreneurs from underprivileged backgrounds.
- First Response Initiative of Pakistan (FRIP)minorNigehbaan heatwave campaign partnership with FRIP for safety, response, airway, breathing, circulation, and heatwave awareness sessions at Adamjee Life head office.
- Indus Hospital NetworksstrategicPartnership under Nigehbaan CSR initiative including MoU signing and multiple blood donation drives. The collaboration focuses on healthcare awareness, blood donation, and support for healthcare infrastructure.
- Government of SindhstrategicCollaboration to improve infrastructure of state-led health dispensaries in Sindh province under the Nigehbaan CSR platform. Includes healthcare initiatives and support for government health facilities.
- Habib Metro BankcoreStrategic bancassurance partnership with Habib Metro Bank for distribution of Adamjee Life insurance products. The partnership involves senior management from both organizations and targets MCB's extensive customer base.
- National Bank of PakistancoreBancassurance Distribution Partnership with National Bank of Pakistan launched at NBP's main branch on I.I. Chundrigar Road, Karachi. The partnership was expanded in 2025 to introduce Sharia-compliant protection plans tailored for NBP customers.
- Taimooria Government Boys Primary School (North Nazimabad)minorNigehbaan Education initiative adopting Taimooria Government Boys Primary School to support education for underprivileged children.
- Sehat KahanistrategicMoU between Adamjee Life and Sehat Kahani, an all-female health provider network leveraging ICT-enabled solutions to provide quality healthcare to underserved communities. The partnership aims to add value to Adamjee Life customers by providing convenient home-based medical solutions through Sehat Kahani's network of female doctors serving approximately 900,000 people.
- Serene AirminorOrbis reward program partnership offering 30% discount on air tickets to all Adamjee Life Assurance Orbis Card holders. Customers can avail the offer by swiping Orbis cards on POS machines at Serene Air ticket offices.
- Vouch 365minorAdamjee Life partnered with Vouch 365 as a retail discount partner to launch a co-branded smartphone application. The app provides enhanced customer experience with a wide variety of discounts and deals, available in Karachi, Lahore, and Islamabad.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Adamjee Life competitors and assessment
Company assessmentDirect peers
- Jubilee Life Insurance: Jubilee Life is a major listed Pakistani life insurer with a comparable mix of individual, group, and unit-linked products, plus bancassurance partnerships. It competes directly with Adamjee Life for bank distribution slots and corporate group-life accounts.
- Pak-Qatar Family Takaful Limited: Pak-Qatar Family Takaful is a leading dedicated family Takaful operator in Pakistan, offering Sharia-compliant life and savings products. It directly competes with Adamjee Life's Window Takaful Operations in the Islamic life insurance segment.
- IGI Life Insurance: IGI Life offers individual and group life, investment-linked plans, and health riders through agency and bancassurance in Pakistan. It is a like-for-like competitor to Adamjee Life in product architecture and customer segments.
- Takaful Pakistan Limited: Takaful Pakistan is a standalone family Takaful provider offering Sharia-compliant life and savings plans through bank and agency channels. It is one of the principal dedicated Takaful alternatives to Adamjee Life's Window Takaful offerings.
- Asia Insurance Company (Pakistan): Asia Insurance operates life insurance lines alongside general insurance in Pakistan, competing with Adamjee Life for individual and group life customers through similar agency and bancassurance channels.
- EFU Life Assurance: EFU Life is one of the largest private-sector life insurers in Pakistan, offering individual and group life, unit-linked, and Takaful products through bancassurance and agency channels. It is the most direct head-to-head competitor to Adamjee Life across distribution, product mix, and target segments.
- Askari Life Insurance: Askari Life is a Pakistan-based life insurer offering individual, group, and Takaful products via bancassurance and agency. It targets the same retail and corporate customer base as Adamjee Life.
Broad incumbents
- State Life Insurance Corporation of Pakistan: State Life is Pakistan's largest state-owned life insurer with a dominant share of the group life and pension segments. It acts as the broad incumbent against which private-sector players like Adamjee Life compete for institutional and individual customers.
- Allianz Life Insurance (regional presence): Allianz is a global insurance incumbent with selective regional life insurance operations that overlap Adamjee Life's target market of upper-middle-class and corporate customers. It competes indirectly through multinational employer accounts and unit-linked product benchmarks.
- MetLife (Pakistan operations): MetLife operates in Pakistan offering individual life, group life, and retirement products through bank and corporate channels. As a global incumbent with regional scale, it competes with Adamjee Life in the higher-end retail and corporate segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Adamjee Life social profiles
Digital presenceAdamjee Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adamjee Life leadership team
Management profileNumber of profiles
Profiles3 records
Adamjee Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adamjee Life M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adamjee Life
What does Adamjee Life do?
Adamjee Life Assurance Company Limited provides life insurance and family Takaful (Sharia-compliant) products to individual consumers and corporate clients in Pakistan. Its portfolio spans individual life plans, group/corporate life plans, bancassurance plans distributed through partner banks, online plans, and multiple unit-linked investment funds for both conventional and Takaful policyholders. Distribution is carried out through a nationwide branch network, a tied agent force, bancassurance partnerships (MCB Bank, National Bank of Pakistan, Habib Metro Bank), and digital self-serve channels including a mobile app and e-services portal.
Is Adamjee Life a public or private company?
Adamjee Life is a public company. It is classified as public and is currently operating.
When was Adamjee Life founded?
Adamjee Life was founded in 2009. It employs 1,001 to 5,000 people.
Where is Adamjee Life based?
Adamjee Life is headquartered in Karachi, Pakistan, in the Asia region.
How does Adamjee Life make money?
Five revenue lines are on record. Life Insurance Premium Revenue (Conventional) is the primary driver. The others are takaful Contributions (Window Takaful Operations), investment Fund Management Fees, bancassurance Revenue and pension Fund Management (Planned).
Who are Adamjee Life's main competitors?
Direct peers on record are Jubilee Life Insurance, Pak-Qatar Family Takaful Limited, IGI Life Insurance, Takaful Pakistan Limited, Asia Insurance Company (Pakistan), EFU Life Assurance and Askari Life Insurance. Broad incumbents are State Life Insurance Corporation of Pakistan, Allianz Life Insurance (regional presence) and MetLife (Pakistan operations).
Does Adamjee Life have an API?
No public API is recorded for Adamjee Life.
What industry is Adamjee Life in?
Adamjee Life's product category is Life Insurance. Its primary akta.pro industry code is FSAIABAA, Whole Life Insurance, with a secondary code of FSAIABAH, Simplified Issue Whole Life / UL Insurance. Its NAICS code is 524113 and its SIC code is 6311.