By Elliot WILLIAMS
Pinnacle Life Insurance is the latest brand name in Ghana’s vibrant life insurance industry, having emerged out of the rebranding of Donewell Life Insurance, a company that has been an active industry participant, first as a division of the composite insurance offering Donewell Insurance from 1993 to 2008, and subsequently as a dedicated life insurer, Donewell Life Company Limited. The change of name to Pinnacle is belatedly coming after Pinnacle Equity Investments acquired that company in 2016.
The official unveiling of Pinnacle’s new name, brand and consequent new corporate identity, took place last week at the plush Kempinski Hotel in Accra at a ceremony attended by insurance industry chieftains including the acting Insurance Commissioner, Kofi Andoh, who leads the industry regulator, the National Insurance Commission. Its Board Chairman, Michael Mba Allan and its Managing Director, Eric Ato Botchwey led pinnacle’s representation.
Pinnacle Life is owned by Pinnacle Equity Investments.
Explained The Board Chairman, Michael Mba Allan, at the rebranding event; “In 2017 we refreshed the brand to better serve our customers and stakeholders. However, evolution is not a one-time event – it is a continuous journey. Inspired by our passion to offer superior life policies and exceptional experiences, we have consistently adapted and innovated.”
Regarding the latest stage in this process, he asserted, “We are not just introducing a new name or logo; we are embracing a higher standard or excellence, innovation and customer care. Our commitment is encapsulated in our promise: more for your smile”
Eric Ato Botchwey, Managing Director of Pinnacle Life Insurance, outlined the company’s goal of making life insurance accessible to all Ghanaians saying, “What we aim to achieve is to demystify the notion that life insurance is only for the rich and wealthy. It is about creating financial security for yourself and your loved ones. We are introducing more products that cater to the diverse needs of Ghanaians across the country.”
Donewell Insurance Company was incorporated in 1988 and commenced operations in 1993 as a composite insurance company. Donewell Life itself started humbly as a department of that composite insurance company. However, in 2006 the National Insurance Commission to separate life insurance business from general insurance business elevated the department into a fully independent life insurance company following the decision.
‘Sine then we have worked tirelessly to build a brand that reflects excellence, reliability and a genuine commitment to our clients,” the Chairman asserted.
Delivering an exciting brand promise, he assured customers that “This transformation is rooted in our desire to meet the needs of our customers with even greater precision and care. Guided by their feedback, we have invested heavily in cutting-edge technology and expanded our distribution channels to make our products and services more accessible.
Through our digital platforms clients can now easily sign up for life policies, make premium payments, manage accounts and process claims – all with unmatched convenience. At Pinnacle Life we are committed to improving insurance penetration in Ghana and promoting financial inclusion. We aim to bring security, peace of mind, and prosperity right to the fingertips of every Ghanaian.”
