AAR Insurance has launched a new phase of its nationwide tree-planting programme, targeting the planting of over 55,000 trees across Kenya under its sustainability framework, the INTENT campaign. The move reinforces the insurer’s long-term commitment to environmental stewardship and responsible business practices.
The rollout follows last year’s successful phase, which saw more than 40,000 trees planted across 18 sites in seven regions, capturing an estimated 7,400 to 9,000 tonnes of carbon. This year’s campaign will include major planting activities at Lenana School, Ngonyi Primary School in Meru, KMTC campuses in Kisumu, Eldoret, Kakamega, and Nakuru, Town Secondary School in Malindi, Sheikh Khalifa School in Mombasa, and Queen of Rosary Comprehensive School in Thika.
The initiative is being implemented in partnership with Greenspace, alongside KMTC and various county governments, in a collaborative effort to promote environmental sustainability and community wellbeing across the country.
Under the INTENT framework, ‘A Tree, A Life’ remains one of AAR Insurance’s signature initiatives. The programme operates on a simple but impactful concept: for every insurance policy issued, one tree is planted. This approach turns each policy into a direct contribution toward Kenya’s national goal of planting 15 billion trees by 2032, while fostering environmental awareness and sustainable livelihoods through partnerships with learning institutions and local communities.
Introduced in 2023, INTENT provides the structure for integrating Environmental, Social, and Governance (ESG) principles into AAR Insurance’s operations. It ensures that sustainability efforts are measurable, transparent, and aligned with the company’s growth objectives.
Speaking during the launch, AAR Insurance CEO and Principal Officer, Justine Kosgei, reaffirmed the firm’s dedication to climate action and biodiversity restoration.
“A Tree, A Life is a living system that connects people, purpose, and the planet,” said Kosgei. “Last year, our trees achieved a 93 per cent survival rate, restoring biodiversity, cooling micro-climates, and reviving riverbanks such as the Gathara River in Nyeri. Through INTENT, sustainability has become part of our DNA, measurable, transparent, and tied to our customers’ everyday actions.”
AAR Group Chief Financial Officer and Sustainability Lead, Hosea Kiprop, emphasized the broader socioeconomic benefits of the programme.
“The true power of this initiative lies in its ripple effect. Beyond tree planting, it has created employment in nurseries and site management, while engaging students and youth as the next generation of forest stewards,” Kiprop noted. “With INTENT, we ensure every tree is monitored, every partnership nurtured, and every lesson shared, translating sustainability into structured, long-term climate action.”
In alignment with the government’s afforestation agenda, AAR Insurance reiterated its pledge to continue scaling its environmental programmes as part of its ESG strategy.
The insurer plans to deepen collaborations with schools, conservation experts, and community groups to develop lasting, community-driven solutions that strengthen Kenya’s green economy and environmental resilience.
