Sanlam Launches Brand into Ghanaian Market, Rebrands Saham Insurance Ghana to Sanlam Insurance Ghana

Sanlam Group, the largest non-banking financial services company in Africa, has made a bold move in its bid to enhance its services and improve insurance penetration in Ghana. The company has launched its brand in the Ghanaian market, rebranding Saham Insurance Ghana to Sanlam Insurance Ghana.

Sanlam’s strategy is to provide exceptional products and services to its clients and enhance its presence and commitment across Africa. The rebranding will apply to the life and general insurance businesses, Sanlam Life Insurance Ghana Limited and Sanlam General Insurance Ghana Limited, respectively.

According to Thabied Majal, the Group Executive in charge of Corporate Affairs and Services at Sanlam Emerging Markets (SEM), the West African market is significant to the Sanlam Group, and the rebranding affirms the company’s commitment to Ghana. Majal stated that the introduction of the Sanlam brand enhances the relationship and the company’s presence in the Ghanaian market, positioning it as a true Pan-African financial powerhouse.

Mabel Nana Nyarkoa Porbley, the Managing Director and Chief Executive Officer of Sanlam General Insurance Ghana Limited (formerly Saham Insurance), remarked that the rebranding is a new and refreshing dawn in Ghana’s insurance industry. She added that Sanlam’s entry into the Ghanaian market is a new era for the industry, and the company’s approach brings a new dimension that enhances its proposition.

Tawiah Ben-Ahmed, the former Managing Director and Chief Executive Officer of Sanlam Life Insurance Ghana Limited, emphasized that after the rebranding exercise, the company is now part of Sanlam Pan Africa Life, focused on providing specialist life insurance services. The company will leverage the capacity, expertise, experience, exposure, and strength of the biggest non-bank financial services group on the African continent. Ben-Ahmed stated that the company will deliver society-first solutions to individuals, groups, and corporate bodies in Ghana, founded on the belief that everyone deserves an equal chance to live a better life and have lifetime financial confidence.

For the most part, Sanlam’s entry into the Ghanaian market is a significant milestone, reflecting the company’s commitment to delivering world-class non-banking financial services to its clients while strengthening its market positioning, enabling it to unlock value and develop products and services for all market segments.

Source: Citi Business News