Kazakhstan’s insurance sector is entering a new phase. The shift is no longer about policies and payouts - it is about ecosystems, technology and entirely new market opportunities, DKNews.kz reports.
Insurance is no longer just a product. It is becoming part of a digital service.
Digital insurance: how a new model emerged
The experience of Freedom Insurance shows how full digitalization can reshape the industry.
From the very beginning, the company chose a different path, focusing on technology, data and customer experience instead of traditional infrastructure.
“We set out from the start to build a digital insurance company with a strong focus on technology, data and customer experience. Under the Freedom brand, we didn’t just grow — we created a new model of insurance that is faster, more transparent and easier for customers to understand,” said Azamat Kerimbayev, Chairman of the Management Board of Freedom Insurance.
As a result, the company moved away from traditional infrastructure and built scalable IT platforms that can expand across the entire market.
One app, all insurance products
The next step is even more ambitious.
The company is working on launching an insurance marketplace within its SuperApp, where users will be able to choose products from multiple insurance providers in one place.
“We are working to ensure that within the SuperApp, a customer can select a product from any insurance company, purchase a policy online and complete the entire journey — from purchase to claims settlement — in a fully digital format. This means moving from a model where an insurer offers only its own products to one where customers can choose from multiple providers within a single platform. Insurance is becoming part of an ecosystem approach, where the customer values not the policy itself, but the final service and outcome,” he explained.
This approach fundamentally changes the market.
The focus shifts from selling policies to delivering results.
Agri-insurance: a vast untapped market
One of the most promising areas is agri-insurance.
In Kazakhstan, this market is estimated at around 160 billion tenge, yet only about 2% of farmers currently insure their crops.
This highlights a significant opportunity.
However, experts suggest rethinking the role of agri-insurance.
“Public funding is limited, so only a small number of farmers can access subsidized loans. We propose viewing agri-insurance as a tool that guarantees loan repayment for banks, microfinance institutions and other financial partners. This would expand access to financing across the agricultural sector,” Kerimbayev said.
In this model, insurance becomes not just protection, but a gateway to funding.
photo by Ruslan Mazunin
Expanding beyond Kazakhstan
The digital model also opens the door to international expansion.
Freedom Insurance plans to enter Central Asian markets within the next five years.
Its competitive advantage lies in technology:
- satellite data
- image analysis
- artificial intelligence
“Our expertise, including the use of satellite data, imagery and artificial intelligence, allows us to compete with international solutions and global reinsurance organizations,” he noted.
Insurance as an invisible service
Perhaps the most significant shift is how insurance will be delivered.
In the future, it will not exist as a separate product. It will be embedded into everyday services.
“Insurance will be integrated into products within the app in a natural way — like a clock in a microwave. When you buy a microwave, you don’t purchase the clock separately; it is already built in. Insurance will work in the same way,” Kerimbayev explained.
This reflects a completely new philosophy.
photo by Ruslan Mazunin
What comes next
The company has outlined three key priorities:
- further digitalization and expansion of technologies, including entry into new markets
- development of travel insurance and corporate solutions
- deeper integration within the ecosystem, where insurance becomes part of a unified customer journey
“The first priority is continued digitalization and scaling of technologies, as well as exporting solutions to new markets. The second is the development of travel insurance and corporate products. The third is strengthening ecosystem integration, where insurance becomes part of a seamless customer journey within the SuperApp and the broader Freedom platform,” he said.
A new phase for the industry
The insurance market is undergoing a fundamental transformation.
This change is not gradual — it is structural and far-reaching.
Insurance is no longer:
- a standalone product
- a complex process
- just a financial payout
It is becoming part of everyday digital life.
And that transformation is already underway.
