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.  

Mr Salifu Abubakari, Acting Managing Director, told the Ghana News Agency that insurance penetration in Ghana remained below the global average, largely due to accessibility and trust constraints.  

He said regulators, including the National Insurance Commission, continued to advocate digitalisation and product innovation to broaden coverage, particularly within the informal sector.  

Mr Abubakari said the company had 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.”  

He said Activa had introduced SME-focused products covering risks such as fire, theft and business interruption, alongside gender-focused initiatives such as Activ’Ladies to support women entrepreneurs.  

Kaneshie Market, Accra

Mr Abubakari noted that digital transformation had become essential for expanding market reach, improving operational efficiency and building customer confidence.  

“These efforts reflect a broader industry recognition that tailored solutions are needed to address the realities of Ghanaian businesses and households,” he said.  

Mr Abubakari called for collaboration among stakeholders to address low awareness, affordability challenges and cultural perceptions affecting insurance uptake.  

He said the company had also strengthened its operational standards, including internationally recognised certification in information security, to enhance trust in digital insurance services.  

“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,” he said.