Purpose – This paper aims to determine the perception of potential takaful customers on adoption toward takaful products in Somalia.

Design/methodology/approach – this study uses three original selected constructs of perceived relative advantage, perceived compatibility, and perceived complexity of diffusion innovation theory (DOI) and added three additional constructs of awareness, culture, and trust. A total of 427 questionnaires were distributed among the participants of the study. The survey was conducted in Somalia, with respondents being potential takaful product customers. The DOI theory's theoretical model was put to the test using structural equation modeling.

Findings – The findings show that perceived relative advantage, perceived compatibility, perceived awareness, perceived culture, and perceived trust has a positive and significant influence on adoption of takaful, whereas perceived complexity has an insignificant influence on adoption of takaful.

Originality/value – This research is a pioneering attempt to investigate the determinants of potential takaful customer’s adoption by changing the DOI theory, and it presents a unique contribution to the field with regard to Somalia.