Jubilee Insurance, in partnership with Keino Sports, hosted the Athletes Financial Literacy and Investment Seminar in Eldoret, Uasin Gishu County, Kenya.
The forum brought together over 100 athletes for a full-day session aimed at empowering them with critical personal finance insights, investments and long-term financial planning.
The workshop also provided a platform for discussions on financial literacy, money management, health planning and estate management while also introducing practical tools to grow wealth and build lasting financial security. A timely conversation, particularly in the world of sports, where peak earning years are often limited.
Speaking during the event, Jubilee Insurance Group CEO Julius Kipng’etich emphasised the need to prioritise financial literacy conversations, noting that they are fundamental to building a financially secure and empowered society.
He said that athletes often overestimate the length of their earning potential while underestimating future expenses. This, combined with high levels of instant gratification and lifestyle inflation, frequently leads to overspending. Additionally, peer pressure, the absence of trusted financial advisors, and the sudden acquisition of wealth can further distort their financial decision-making.
“Forums like these hold the key to transforming financial behavior. While financial awareness levels remain low across the country, we believe that practical conversations can empower people to make better choices and prepare more intentionally for the future,” said Dr. Kipng’etich.
Jubilee Insurance has continued to leverage its expertise to drive financial awareness among diverse audiences through knowledge sharing forums, strategic partnerships and access to practical financial tools.
This vision is championed through the company’s thematic brand campaign, “There’s Living and There’s Living Free.” Launched last year, the campaign seeks to inspire people to go beyond survival and embrace a life of intentional choices, financial resilience, and long-term wellbeing.
On his part, Keino Sports Events CEO Martin Keino and a former middle-distance runner said that the forum held personal significance based on his own experience as an athlete.
“This forum is personal to me not just as an organizer, but as a former athlete who knows the uncertainty that follows a sports career,” said Mr. Keino. “It’s a chance to offer the financial guidance many of us never had, helping the next generation secure their future beyond the game.”
The seminar marks a significant step towards closing the financial knowledge gap within the athletic community, ensuring that athletes are better equipped to manage their earnings and plan for life beyond sports.
Both Jubilee Insurance and Keino Sports are dedicated to continuing these important conversations and expanding initiatives that promote financial wellbeing and resilience among athletes nationwide.
