Najmaa
Building trust and early registrations for Australia’s first Takaful mutual
CLIENT
Najmaa
Results
Pre-launch
Year
2026
scope length
6 Months
Intro
Najmaa is Australia's first Takaful mutual — a Shariah-compliant alternative to conventional insurance where members protect each other, not shareholders. When they came to us, they had no audience, no brand recognition, and no existing market to step into. They weren't entering a category. They were creating one. Before any campaign could run, the community first had to understand what Takaful is — and why it matters.
Intro
Najmaa is Australia's first Takaful mutual — a Shariah-compliant alternative to conventional insurance where members protect each other, not shareholders. When they came to us, they had no audience, no brand recognition, and no existing market to step into. They weren't entering a category. They were creating one. Before any campaign could run, the community first had to understand what Takaful is — and why it matters.
Intro
Najmaa is Australia's first Takaful mutual — a Shariah-compliant alternative to conventional insurance where members protect each other, not shareholders. When they came to us, they had no audience, no brand recognition, and no existing market to step into. They weren't entering a category. They were creating one. Before any campaign could run, the community first had to understand what Takaful is — and why it matters.
Challenges
Conventional insurance has decades of familiarity behind it. Takaful had none — at least not in Australia. Before you can build trust in a product, you have to build understanding of the idea. And before the idea lands, the audience needs to see themselves in it. We worked with Najmaa to build the educational foundation: content that explains the Takaful model clearly, positions it honestly against conventional insurance, and makes the case for why it's better for the community — financially, ethically, and practically.
Challenges
Conventional insurance has decades of familiarity behind it. Takaful had none — at least not in Australia. Before you can build trust in a product, you have to build understanding of the idea. And before the idea lands, the audience needs to see themselves in it. We worked with Najmaa to build the educational foundation: content that explains the Takaful model clearly, positions it honestly against conventional insurance, and makes the case for why it's better for the community — financially, ethically, and practically.
Challenges
Conventional insurance has decades of familiarity behind it. Takaful had none — at least not in Australia. Before you can build trust in a product, you have to build understanding of the idea. And before the idea lands, the audience needs to see themselves in it. We worked with Najmaa to build the educational foundation: content that explains the Takaful model clearly, positions it honestly against conventional insurance, and makes the case for why it's better for the community — financially, ethically, and practically.
Outcome
Najmaa is currently pre-launch. The campaign has not yet gone live. What we've built together is the foundation — the messaging framework, the content strategy, and the educational groundwork that gives the launch the best possible chance of landing with an audience that's ready to understand it. When the doors open, the community will know what Takaful is. That's the work that makes everything else possible.
Outcome
Najmaa is currently pre-launch. The campaign has not yet gone live. What we've built together is the foundation — the messaging framework, the content strategy, and the educational groundwork that gives the launch the best possible chance of landing with an audience that's ready to understand it. When the doors open, the community will know what Takaful is. That's the work that makes everything else possible.
Outcome
Najmaa is currently pre-launch. The campaign has not yet gone live. What we've built together is the foundation — the messaging framework, the content strategy, and the educational groundwork that gives the launch the best possible chance of landing with an audience that's ready to understand it. When the doors open, the community will know what Takaful is. That's the work that makes everything else possible.
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