Insurance builds resilience by providing funds when death or disaster strikes, but selling insurance can be a tough job, even when selling to wealthy people. It becomes even more difficult when trying to sell it to people living in poverty.
Afua Boahemaa Donkor, general manager of Star Microinsurance in Ghana, details the challenge in Ghana of delivering insurance to those in poverty.
An interview with Afua Boahemaa Donkor, General Manager of Star Microinsurance. Download a transcript of the video [PDF].
Richard Leftley, founder and president of MicroEnsure, faced this challenge in Ghana. In trying to design life and health insurance for people in poverty, he struggled to find a price point and a delivery system that would be affordable to the people he wanted to reach.
Leftley turned to the mobile network operators, who face customer churn (subscribers choosing another operator for their next phone card because that company’s vendor was close by or they offered a special promotion that month). Airtel Ghana, in partnership with MicroEnsure and Enterprise Life, found that this worked. After testing the product they have now rolled it out nationwide. “Any Ghanaian resident between the age of 18 and 75 years, in any region, can qualify for coverage, making it the most widely accessible insurance coverage in Ghana. Airtel Insurance rewards loyal Airtel customers with a renewable monthly life, permanent disability, and hospitalization coverage based on the amount of monthly airtime used.” 
MicroEnsure is now implementing similar models in Tanzania with Airtel, in Senegal with Tigo, in Pakistan with Telenor, and in Bangladesh with Grameenphone.
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Table of Contents
- Executive Summary
- Taking Steps to Target the Poorest
- A Global Context for Extreme Poverty
- Microfinance & Health Providers Can Partner for Greater Results
- Commercial & Social Businesses Can Expand Value Chains to Include Those in Poverty
- Mobile Network Operators Can Build Systems that Reach the Poorest and Most Remote
- Regulators & Policymakers Can Build a National Ecosystem for Inclusion
- Social Support Payments Can Become a Bridge to Financial Inclusion
- Being Accountable for Results
- A Commitment to End Extreme Poverty by 2030
- Read the Full Report
- Get Your Copy