Activa International Insurance Ghana is shifting focus to Ghana’s informal sector and small businesses, using digital tools and tailored products to close the country’s insurance coverage gap.
The company says low insurance penetration in Ghana is largely driven by limited access, affordability concerns and lack of trust—challenges it aims to tackle through technology-driven solutions.
Acting Managing Director Salifu Abubakari explained that the firm is rolling out mobile-based services, online policy purchases and digital claims tracking to simplify insurance processes and attract first-time users, particularly among SMEs and informal workers.
He noted that the push aligns with broader efforts by regulators such as the National Insurance Commission to promote innovation and expand coverage nationwide.
As part of the strategy, Activa has introduced specialised products designed for small businesses, covering risks like fire, theft and business interruption, while also launching initiatives such as Activ’Ladies to support women entrepreneurs.
Mr. Abubakari stressed that digital transformation is no longer optional in the insurance sector, describing it as critical to improving efficiency, building trust and reaching underserved populations.
He further called for stronger collaboration among industry players to address persistent barriers, including low awareness and cultural perceptions about insurance.
The company says it is also investing in enhanced operational standards, including internationally recognised information security systems, to boost confidence in its digital platforms.
Activa maintains that its long-term goal is to make insurance more accessible and relevant, positioning itself as a key player in bridging the protection gap for individuals and businesses across the country.
