Sanlam Group which operates in 33 African countries, including, Nigeria, Senegal, Togo, Cote d’Ivoire, Guinea, Angola, Malawi, acquired Saham Group in 2018.

The rebranding will apply to the life and general insurance businesses, Sanlam Life Insurance Ghana Limited and Sanlam General Insurance Ghana Limited, respectively.

Mr Thabied Majal, Group Executive: Corporate Affairs and Services at Sanlam Emerging Markets (SEM), said the move supported the Sanlam’s strategy to deliver excellent products and services to clients through direct contact with the Sanlam brand.

He said the rebrand further supported Sanlam’s efforts to enhance its presence across Africa as well as its commitment to the continent.

Mr Majal pledged Sanlam’s commitment to Ghana, and the importance of the West African market to Sanlam.

“We have always sought opportunities to further enhance the relationship and our presence in the Ghanaian market and the introduction of the Sanlam brand affirms our commitment. Ghana and indeed the West African market are important for us as a group and the rebranding is in line with positioning us as a true Pan-African financial powerhouse,” he said.

He said as a Pan-African brand, Sanlam had a firm belief in the continent’s future and growth prospects, stressing the objective of the company was to empower current and future generations to be financially confident, secure, and prosperous.

Youssef  Benabdallah, Head of Business Development Regional Director for Nigeria and Ghana, said the Sanlam Group was well financially positioned to meet the insurance needs of the stakeholders in the country.

He said the Sanlam Group last year insured businesses to the tune of $22 billion.

Managing Director and Chief Executive Officer of Sanlam General Insurance Ghana Limited (formerly Saham Insurance), Mrs Mabel Nana Nyarkoa Porbley, said the Sanlam brand launch marked a new and a refreshing dawn in Ghana’s insurance industry.

“This milestone marks the beginning of a new era for Ghana’s insurance industry. Sanlam brings a new and refreshing dimension that enhances our proposition. The rebrand goes beyond a mere change of name and corporate colours. It reflects our commitment to deliver world-class non-banking financial services to our clients while strengthening our market positioning enabling us to unlock value and develop products and services for all market segments,” Mrs Porbley said.

Managing Director and Chief Executive Officer of Sanlam Life Insurance Ghana Limited, Mr Tawiah Ben-Ahmed said, “After this rebranding exercise, we are now part of Sanlam Pan Africa Life, focused on providing specialist life insurance services leveraging on the capacity, expertise, experience, exposure, and strength of the biggest non-bank financial services group on the African continent.”

“We will be positioned to bring society-first solutions to individuals, groups, and corporate bodies in Ghana founded on the firm belief that we all deserve an equal chance to live a better life and to have lifetime financial confidence. In essence, the rebranding is not simply about a change of name and logo, but one that is expected to enhance the ability of the business to do a lot better,” he said.