Accra: Activa International Insurance Ghana is leveraging digital innovation and targeted products to expand insurance coverage among small and medium-sized enterprises (SMEs) and underserved segments. The company is deploying online policy acquisition, claims tracking, and mobile-based solutions to improve access, reduce entry barriers, and enhance customer experience across urban and informal sectors.
According to Ghana News Agency, Mr. Salifu Abubakari, Acting Managing Director, stated that insurance penetration in Ghana remains below the global average, largely due to accessibility and trust constraints. He highlighted that regulators, including the National Insurance Commission, continue to advocate digitalization and product innovation to broaden coverage, particularly within the informal sector.
Mr. Abubakari emphasized that the company has intensified its adoption of digital technologies and tailored products 'to lower barriers to entry and improve customer experience, especially for SMEs and informal workers who often remain outside formal insurance systems.' Activa has introduced SME-focused products covering risks such as fire, theft, and business interruption, alongside gender-focused initiatives like Activ'Ladies to support women entrepreneurs. He noted that digital transformation is essential for expanding market reach, improving operational efficiency, and building customer confidence.
He further called for collaboration among stakeholders to address low awareness, affordability challenges, and cultural perceptions affecting insurance uptake. The company has strengthened its operational standards, including internationally recognized certification in information security, to enhance trust in digital insurance services.
Mr. Abubakari concluded, 'We will continue to position Activa as a key player in bridging the protection gap, leveraging technology and inclusive product design to bring insurance closer to individuals and businesses nationwide.'