UNE 28th marks a day of critical importance `Insurance Awareness Day` a moment for all of us, individuals and institutions alike, to reflect on how we view risk, security, and responsibility in our financial planning.

In today`s dynamic economic landscape, the role of insurance is not merely transactional, it is foundational. It empowers people andbusinessesto take calcu-lated risks, to dream, to build, and to grow; knowing | they are protected. Insurance is, in essence, the quiet | enabler of economic progress and social stability.

At Alfalah Insurance, our purpose goes beyond policies and premiums. We exist to provide peace of mind.

This mission has never been more relevant. From catastrophic climate events to unforeseen health crises, from business disruptions to cyber threats, risk has taken on new dimensions. The question is not whether risks exist, but whether we are adequately prepared.

Despite the increasing complexity of risk, insurance penetration in Pakistan remains critically low. This is a challenge, but also an opportunity. It is an opportunity to educate, to engage, and to elevate awareness across all segments of society, especially among youth, entrepreneurs, and underserved communities.

We must understand insurance is not an expense, it is a strategic investment for our families, our assets, and our future. It ensures continuity in the face of adversity and acts as a financial shock absorber when the unexpected events occur. It is this financial resilience that transforms vulnerable communities into empowered ones.

Our responsibility as industry leaders is to shift the public mindset from reactive to proactive.

We must simplify insurance, make it more accessible, transparent, and digitally enabled.

Financial literacy must include insurance literacy. Only then we can unlock itsfullpotentialas a national safety net.

We, at Alfalah Insurance, areactively reimagining how insurance canbetter serve people.

Whether it is through technology-driven claim processing, tailored health products, or SMEfriendly business solutions, we are committed to raising both awareness and impact. We are investing in customer education, building human capital and embedding empathy into every interaction.But this cannot be done individually or in isolation, it requires a unified approach.

Regulators, insurers, educators, media, and policymakers must come together to create an environment where insurance is understood, trusted, and embraced. Every step we take in this direction is a step towards a more resilient Pakistan.

On this Insurance AwarenessDay, I urge all stakeholders to reflect: are we prepared for tomorrow? Have we protected what matters most? Have we done our part in making insurance a tool for empowerment ratherthan alast resort? Let this not be just another date on the calendar but a movement towards a safer, stronger, and more financially secure future for all. •