Gemini Life Insurance Microinsurance in Ghana
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1 Gemini Life Insurance Microinsurance in Ghana VENUE: FRANKFURT, GERMANY DATE: OCTOBER, 2004 KWAME ACHAMPONG-KYEI MANAGING DIRECTOR-GLICO 11/24/2004 1
2 A CASE STUDY OF GEMINI LIFE INSURANCE COMPANY (GLICO) WORKING THROUGH RURAL BANKS IN GHANA TO OFFER LIFE AND LONG- TERM SAVINGS POLICIES. THE SUCCESS STORY OF ANIDASO LIFE INSURANCE POLICY 11/24/2004 2
3 INTRODUCTION PRESENTATION OF ANIDASO LIFE INSURANCE POLICY - PRODUCT DEVELOPMENT - IMPLEMENTATION - EVALUATION - FUTURE PROSPECTS 11/24/2004 3
4 GEMINI LIFE INSURANCE COMPANY (GLICO) PROFILE Commenced business in 1987 The leading privately owned life insurance company in Ghana Specialized in innovating, developing and providing quality life insurance products High level of professionalism and efficiency is our hallmark Meaningful contribution to the socioeconomic development of Ghana 11/24/2004 4
5 GEMINI LIFE INSURANCE COMPANY (GLICO) PROFILE CONTD. Won on two occasions the prestigious Insurance Company of the Year Award instituted by the Chartered Institute of Marketing Ghana (CIMG) 34 th of 2001 Ghana Club 100 (top 100 companies) 11/24/2004 5
6 THE MICRO INSURANCE PROJECT Falls in line with our mission to deliver innovative and flexible insurance products that satisfy the needs of the Ghanaian insuring public at their doorstep. Involves extending insurance product(s) to the low income market of Ghana. 11/24/2004 6
7 THE MICRO INSURANCE PROJECT CONTD. GLICO selected amongst 8 insurance companies that went through a bidding exercise. Pilot market test started in July Supported (financial and technical) by donor agencies such as CARE International & Enterplan UK. 11/24/2004 7
8 OBJECTIVES FOR THE MARKET RESEARCH To elicit feedback from potential policyholders on a low cost life insurance product concept. To gain information on the wants and needs of potential clients and also of market blockages responsible for them not accessing insurance products. 11/24/2004 8
9 THE ANIDASO INSURANCE POLICY ANIDASO is an akan (Ghana s major local dialect) that means HOPE. Policy comes out to meet the life insurance needs of low-income people in times of financial difficulties especially in the event of death & pension. 11/24/2004 9
10 THE ANIDASO INSURANCE POLICY CONTD. Is a term life insurance policy terminating at age 60. Eligible age range for first life is 18-55years. Improved accessibility of product by using the rural banks to sell and service clients. Combines convenience with efficiency using modern IT software to process transactions. 11/24/
11 ANIDASO UNIQUE FEATURES. Benefits Premium Sum Assured 1 st Life 6,800( 0.6) 5m( 463) Spouse 3,400( 0.3) 2.5m( 231) Each child 400( 0.03) 1.25m( 116) Affordability improved with product priced very low ( 22,000/ 2) per month includes 10,000 savings premium. 11/24/
12 TARGET MARKET Low-income earners who are based in the rural areas and are : Petty Traders Farmers Artisans Teachers Civil Servants Drivers, Cleaners, Watchmen etc and who are accountholders or are willing to open accounts with participating rural banks 11/24/
13 DELIVERY MODEL Partner-Agent Model of service provision GLICO is the Partner Rural Banks and Savings & Loans Companies act as Institutional Agents 11/24/
14 ROLE OF THE PARTNER Develop the insurance product. Design appropriate MIS software. Train Sales Executives for Institutional Agents. Underwrite businesses and issue policies. Receive premiums from institutional agents. Process and pay claims through institutional agents. 11/24/
15 ROLE OF THE AGENT Sell the product to their existing and potential clients using the MIS software. Collect premiums and forward to GLICO. Receive commission for business secured and services provided. Pass on claims to GLICO. Pay benefits (claims) received from GLICO. 11/24/
16 BENEFITS TO INSTITUTIONAL AGENTS Generating additional income from commissions paid to them. Mopping up funds for on lending and investments. Providing additional demand-driven financial product (ANIDASO). Registering new account holders. Use of client s policies as collateral for loans 11/24/
17 RESULTS OF THE PILOT TEST Five institutions participated in the pilot test 1090 Policies had been sold with a total premium income of 291.3million/ 26,972 More policyholders are benefiting from ANIDASO. Four claims recorded and paid at a total value of 5million/ /24/
18 IMPACT ON POVERTY ALLEVIATION Access to funds for financial commitments. No need to deplete ones working capital in times of financial difficulties. Option to accumulate funds towards pension Savings account can be used as collateral for loans. 11/24/
19 IMPACT ON POVERTY ALLEVIATION CONTD. Partial withdrawal from savings account possible after three years. The death of breadwinner-policyholder should not bring untold hardship to surviving family members. The savings fund serves the short term financial needs of surviving family. 11/24/
20 SUCCESS FACTORS DUE TO Unique qualities and benefits of ANIDASO. Intensive and extensive marketing efforts Prompt processing and payment of claims Wide media publicity exposure for beneficiaries 11/24/
21 CHALLENGES/PROBLEMS. Perception change of the insuring public about life insurance-take out a life policy, signal to one s death. Mistrust about insurance agents Unstable labour market with consequent high labour turnover Registered a shortfall in set target. 11/24/
22 PLANS FOR THE FUTURE GLICO secured some funding from the UK- Dept For International Development (DFID) s (FDCF) to roll out ANIDASO to more rural banks/mfis. GLICO provided sixty percent (60%) matching funds to support the roll out. Fifty-two (52) more rural banks have expressed interest to collaborate with GLICO. 11/24/
23 PLANS FOR THE FUTURE Nine Rural Banks and one Savings and Loans Company are currently selling ANIDASO. Soon the number of MFIs would be increased to 23. GLICO would enroll these banks in phases (training, placement and monitoring of our Sales Executives). Two or more Sales Executives trained and placed at each bank/mfi due to lessons learned. 11/24/
24 PLANS FOR THE FUTURE GLICO Area Sales Managers monitor Sales Executive s activities and liaise with the Rural Bank Managers on business issues. The Project Manager assumes overall responsibility for the project monitoring and success. Introduce Accident Indemnity (AI) and Hospital Cash Income (HCI) as additional riders. 11/24/
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