Omunyokol Steven2025-09-112025-09-112025-09-05https://hdl.handle.net/20.500.11951/1782Despite insurance’s critical role in financial inclusion, Uganda’s insurance penetration remains alarmingly low at 0.876%, lagging regional counterparts like Kenya (2.4%). This study investigated agent sales strategies on insurance uptake at Jubilee Life Insurance in Uganda, addressing the persistent challenge of low insurance penetration in the country. The purpose was to assess how distribution, differentiation, and promotional strategies, moderated by customer socio-economic status, influence insurance uptake, aiming to provide insights for enhancing agent performance and market growth. Employing a mixed methods approach, the research useddescriptive quantitative design with 100 agents from eight branches, selected through proportionate stratified random sampling, and qualitative data from 15 client interviews using purposive sampling. Data was collected using Likertscale design questionnaires and semistructured interviews, analyzed using SPSS for ordinalregression and thematic analysis with NVivo. Findings revealed a positive but statistically insignificant relationship for distribution (β = 0.095, p = 0.828) and promotional strategies (β = 0.669, p = 0.066) with insurance uptake, failing to reject the null hypotheses of no significant impact. In contrast, differentiation strategy showed a positive, significant effect (β = 1.864, p = 0.000), rejecting its null hypothesis, while SES significantly moderated the relationship (p = 0.821). Qualitative themes highlighted trust, awareness through personal networksand convenience as key uptake drivers. These results align with Matul et al. (2013) on distribution’s limited impact but contrast with Churchill and Matul (2012) on its significance, while supporting Roth et al. (2007) on differentiation’s effectiveness, differing from Churchill et al. (2013). The study underscores that tailored strategies and SES considerations are critical for boosting uptake in Uganda’s context, recommending enhanced differentiation, multi-channel distribution and targeted promotions. These findings contribute to understanding sales strategy performance in lowpenetration marketsoffering practical guidance for Jubilee and the industry and suggesting further research into trust and digital platforms to address persistent barriers.en