InsuranceMarket.ae celebrates 30 years of service and transformation in UAE insurance

InsuranceMarket.ae, the UAE’s largest insurance platform, has marked a major milestone: 30 years since the founding of its parent company, AFIA Insurance Brokerage Services L.L.C. The celebration, held under the theme “30 Years of Magic,” honoured the company’s journey from a two-bedroom apartment startup in 1995 to becoming a household name in UAE insurance today.

Founded by Nandu Babur, AFIA began as a boutique brokerage with a simple mission: deliver trusted, transparent insurance advice to the UAE’s growing community. Over three decades, it has evolved into InsuranceMarket.ae, now recognised as a Superbrand, a Dubai Metro station naming rights holder, and a trusted insurance partner for over 200,000 policyholders.

“This isn’t just a business anniversary. This is a deeply personal milestone,” said Avinash Babur, CEO of InsuranceMarket.ae. “My father built AFIA without shortcuts, without noise, with pure grit and discipline. If I’ve been able to take what he built and reimagine it through technology, brand, and scale, it’s only because he made me earn every inch of it. For that, I’m endlessly grateful.”

The company’s growth has paralleled the UAE’s own evolution. InsuranceMarket.ae transformed from a traditional brokerage into a fully digital insurance platform, offering services like the myAlfred loyalty programme, real-time smart claims management and InstantAlfred 24/7 advisory, reflecting its commitment to simplicity, speed, and customer care.

“The mission is far from done,” added Babur. “We will keep innovating, keep serving, and keep building the future together. Because this isn’t just a company. This is a legacy. And it’s only just getting started.”