Adamjee Life

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.

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

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

• Life insurance products
• Family takaful plans
• Group life insurance
• Unit-linked funds
• Bancassurance distribution

Headquarters

HQ city

Karachi

HQ country

Pakistan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

14 partnerships are on record, tiered minor, strategic and core.

• Karachi Vocational Training Centre (KVTC)minorStrategic or Co-development Partner · 27 February 2025CSR 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.
• 10PearlsminorGTM or Marketing Partner · 14 February 2025Adamjee 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 FoundationstrategicStrategic or Co-development Partner · 14 March 2024Partnership as part of the Khuwaboun ka Nigehbaan campaign focused on societal transformation, skill development, and aligning with Sustainable Development Goals (SDGs).
• Faysal FundsstrategicStrategic or Co-development Partner · 26 January 2024Strategic 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 FoundationstrategicStrategic or Co-development Partner · 26 January 2024CSR 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)minorStrategic or Co-development Partner · 30 May 2022Nigehbaan heatwave campaign partnership with FRIP for safety, response, airway, breathing, circulation, and heatwave awareness sessions at Adamjee Life head office.
• Indus Hospital NetworksstrategicStrategic or Co-development Partner · 19 January 2022Partnership 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 SindhstrategicStrategic or Co-development Partner · 1 November 2021Collaboration 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 BankcoreChannel Partner/ Reseller/ Distributor · 11 September 2020Strategic 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 PakistancoreChannel Partner/ Reseller/ Distributor · 15 July 2020Bancassurance 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)minorOthers · 17 September 2019Nigehbaan Education initiative adopting Taimooria Government Boys Primary School to support education for underprivileged children.
• Sehat KahanistrategicStrategic or Co-development Partner · 18 January 2019MoU 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 AirminorGTM or Marketing Partner · 9 May 2018Orbis 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 365minorGTM or Marketing Partner · 1 February 2018Adamjee 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

Direct 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

• Xx.com/Adamjee_Life
• TikToktiktok.com/@adamjeelife
• Facebookfacebook.com/AdamjeeLife
• LinkedInlinkedin.com/company/adamjee-life-assurance-company-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adamjee Life