Balancing value and business goals often challenges insurance providers. In an effort to better understand how profitability and client value complement one another, and how they conflict, the MILK team conducted extensive research on health microinsurance in Kenya from both a business case and a client value perspective. This paper provides an in-depth look at two private health insurance providers: the Afya Yetu Initiative and the British-American Insurance Company’s (Britam) microinsurance program with the Majani tea farmers. It then discusses the trade-offs between and the key factors affecting client value and business case.