Karachi, Pakistan – EFU Life Assurance Limited, a leading life insurance company in Pakistan, has partnered with GenMo, a prominent fintech company, to elevate financial literacy and introducing financial wellbeing on the WIN platform

Together, this collaboration will bring financial literacy and wellness to the forefront, aiming to equip all Pakistanis, especially young people, with the tools and knowledge they need to make informed financial decisions. By integrating financial well-being into the EFU Life WIN platform, this initiative will introduce innovative resources to help users take control of their financial futures, promoting a culture of financial empowerment and responsibility.

Speaking at the launch event, Ms. Nilofer Sohail, General Manager - Channel Strategy and Growth Segments at EFU Life, emphasized: “At EFU Life, we believe that access to financial literacy has the potential to change the destiny of any nation and a true ecosystem of wellbeing is incomplete without the integration of financial wellbeing. Our collaboration with GenMo underscores our dedication to equipping individuals, especially the youth, with the knowledge and tools they need to achieve financial security and holistic wellness.

In addition, Mr. Mohsen Siddiqui, CEO of GenMo, highlighted the urgent need to prioritize financial wellness. He stressed that GenMo’s mission is to make financial literacy more accessible to young people, empowering them to confidently manage their financial lives and shape a stable economic future.

This partnership aligns with EFU Life’s commitment to the United Nations Sustainable Development Goals (SDGs), specifically Goals 1, 4, and 8, which focus on eradicating poverty, ensuring quality education, and fostering sustainable economic growth. By embedding financial wellbeing into its holistic WIN ecosystem, EFU Life has become the first insurance company in Pakistan to take this innovative step, unlocking opportunities for economic progress and societal well-being across the country.