Our Strategy
Stakeholder introduction
Ms. Arimi Barbra Teddy, Head of Marketing and Corporate Affairs
"FY 2024/25 marked a period of exceptional progress for the Marketing Department, embedded in the business sustainability principles of People, Profit, and Process.
Traditionally, the Fund was perceived as serving only those in formal employment. However, through legal reforms, strategic marketing, and targeted outreach, we began to shift this perception, introducing voluntary saving options and tailored solutions for informal sector workers and businesses with fewer than five employees. These interventions have significantly expanded the Fund’s appeal and relevance, emphasising the Marketing Department’s pivotal role in driving growth and inclusion.
As the Fund celebrates 40 years of empowering Ugandans, we continue to spearhead initiatives that promote inclusivity, strengthen stakeholder relationships, and deliver sustained member value."
Launching Smartlife Flexi: A better way to save
On 20th November 2024, we launched our first voluntary savings product—Smartlife Flexi. Smartlife Flexi is as a goal-based, flexible savings solution, for Ugandans both at home and in the diaspora. The product’s onboarding process is user-friendly, creating a seamless online experience, without the need to travel to any of our physical branches.
The product is a direct outcome of insights from our 2021 NSSF Member Needs Research. That study revealed that 60% of members felt they were not saving enough and wanted more voluntary saving options. Members also expressed the need for products tailored towards education, health, retirement, capital accumulation, and business start-up funding.
Stakeholder engagement
Stakeholder engagement remains a core mandate of the Marketing Department. Guided by the Stakeholder Engagement Policy, we oversee the Fund’s overarching internal and external engagement strategy. While engagement is decentralised across departments, our team provides strategic coordination and alignment and ensures consistency in communication and relationship management.
One of our key transparency platforms is the Annual Members Meeting (AMM), a nationwide initiative that provides a forum for sharing the Fund’s financial, social, and governance performance with stakeholders. In 2024, the AMM reached over 3.8 million individuals across Uganda, reaffirming our commitment to transparency, accountability, and stakeholder inclusion.
Open communication
As part of our efforts to keep members informed and engaged, we launched the “Savings Digest” (read more), a quarterly digital publication curated by the Marketing Department. Aligned with our sustainability goals, the Digest is environmentally friendly, fully digital, and easily accessible. It features financial literacy content, product updates, and practical saving tips tailored to our diverse member base. In its first year, the publication reached nearly 3 million people, further strengthening our engagement and extending financial awareness among members.
Corporate social investment
The Marketing Department is also mandated with developing and implementing the Fund’s CSI initiatives, anchored on the CSI policy. Our strategic focus areas include youth intervention, education, health and support to disadvantaged groups.
Our approach to CSI is partnership-driven, allowing us to extend our reach and impact. We have established strong collaborations with media partners such as Nation Media Group, Vision Group, and Next Media, and corporate entities including Housing Finance Bank, MTN, UCC, and the Uganda Revenue Authority.
In addition, partnerships with healthcare providers such as Victoria Hospital, civil society organisations such as Uganda Red Cross and World Vision, have all been key to implementation of our CSI initiatives.
Looking ahead
With the dedicated efforts of our 12-member team, the Marketing Department has delivered significant value over the past year. Looking forward, we remain committed to nurturing and leveraging strategic partnerships that support the Fund’s mission, focusing especially on improving our value proposition to members and embedding public trust in the Fund.