In a landmark event signaling transformation and progress, Pinnacle Life Insurance Company Limited has officially unveiled its new identity, marking a significant chapter in its innovation journey, customer focus, and strategic renewal.
The Board Chairman Mr. Michael Mbah Allan marked the rebranding of Donewell Life Insurance to Pinnacle Life Insurance as a pivotal moment in the company’s evolution. Reflecting on the company’s history, which began in 1988 and became an independent life insurance provider in 2008, he celebrated its growth, milestones, and commitment to excellence and innovation.
The rebranding, symbolized by the new name and the promise “More for your smile,” underscores the company’s dedication to superior customer care, technological advancements, and financial inclusion. Pinnacle Life has enhanced accessibility through digital platforms, enabling clients to manage policies and claims easily.
Mr. Michael Mba Allan thanked board members, staff, agents, partners, and customers for their support and contributions. He invited all stakeholders to join Pinnacle Life in its journey toward becoming a leading Ghanaian brand offering security, joy, and peace of mind.
He concluded with optimism, positioning Pinnacle Life as a trusted, customer-centric insurer poised to achieve greater heights.
The rebranding from Donewell Life Assurance Company Limited to Pinnacle Life Insurance reflects the company’s commitment to excellence and its ambition to redefine the insurance landscape in Ghana.
The event brought together esteemed guests, including the Director of the National Insurance Commission (NIC), leaders from the Ghana Insurance Association (GIA), Insurance Brokers Association (IBAG), and representatives from the Chartered Insurance Institute of Ghana (CIIG).
In his keynote address, the Commissioner of Insurance Mr. Michael Kofi Andoh lauded Pinnacle Life for this bold initiative, emphasizing that rebranding is more than a cosmetic change. “This transformation is an opportunity for innovation, strategic renewal, and alignment with market dynamics,” he remarked. He highlighted the potential for Pinnacle Life to leverage advancements in technology and the provisions of the Insurance Act 2021 (Act 1061) to drive growth and enhance customer experience.
The Director also shared insights into the insurance sector’s growth trajectory, noting that in 2023, the industry recorded a total premium of 8.7 billion cedis, with life insurance contributing 3.9 billion cedis. While these figures represent progress, the insurance sector remains small relative to its potential.
To address this, the Commissioner of Insurance has implemented initiatives such as the development of a risk-based capital framework, IFRS 17 compliance, and the creation of a Ghanaian mortality table to enable localized product pricing and development.
Representatives from the GIA and CIIG echoed these sentiments, urging Pinnacle Life to build on this milestone by prioritizing governance, innovative product development, and cutting-edge technology. The GIA President Mr. Seth Koblah Aklasi described rebranding as a “testament to adaptability and foresight,” calling it a chance for Pinnacle Life to emerge as a dominant player in the financial services sector.
The rebranding initiative has also introduced digital platforms to enhance customer convenience, allowing policyholders to access services such as account management, premium payments, and claims processing online.
Acknowledging its roots in the Methodist Church, Pinnacle Life draws inspiration from values such as integrity, collaboration, and empathy. The rebranding is a celebration of its legacy while embracing a future of innovation and inclusion.
The ceremony ended on a high note, with stakeholders expressing confidence in Pinnacle Life’s ability to set new benchmarks in Ghana’s insurance industry. The company has pledged to use its new identity as a springboard for growth, aiming to become a trusted, authentic Ghanaian brand that contributes meaningfully to the economy and the well-being of its customers.
