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October 8 2018

UT Life Insurance rebrands to miLife Insurance, along with its new slogan; Live More

Accra, Ghana, 9 October 2018:

UT Life Insurance, a leading player in the life insurance sector in Ghana, today announced a comprehensive corporate re-branding consisting of a new corporate brand name, a new identity, slogan and a renewed focus. The company revealed its new name, miLife Insurance, along with its new slogan; Live More.

The rebranding reflects both the evolution of the company as well as its vision for the future. The singular focus of the new brand is in putting the customer at the heart of the business by making purchasing and owning insurance simple, affordable and more accessible. miLife’s new vision is to: be the leader in helping Ghanaians build their dreams, one customer at a time through its educational, savings, funeral and term assurance policies, and group life covers which offer protection for death, disability and critical illness.

CEO of miLife Insurance Kwaku Yeboah-Asuamah commented: “We have always focused on serving our customers well and have a reputation for both customer-centricity and speed in paying out claims. This re-launch of UT Life Insurance to miLife Insurance further signals to customers that we have embarked upon an even deeper commitment to help enrich lives and support dreams by making access to insurance easier, affordable and more accessible.”

“This strategic rebranding reaches the bedrock of our business and has provided a north star for process improvement, product refinement and a better customer experience,” Mr. Yeboah-Asuamah added.

“We’re immensely excited for the future with the miLife team. By focusing on opening up accessibility to life insurance and taking the complexity out of purchasing and owning insurance for all Ghanaians, we are giving customers a more certain future and the confidence to pursue their dreams,” said Michael Joyce, Director at LeapFrog Investments and miLife Board member.

The company has also changed its logo, tagline as well at website address to miLifeghana.com. Today also marked the launch of miLife’s new brand campaign “Be the Hero”. The campaign seeks to encourage individuals to be the hero of the family by choosing miLife to help protect their dreams and aspirations.

About miLife Insurance Ltd.
miLife Insurance Ltd is one of the leading life insurers in Ghana and a local success story. miLife focuses on providing, simple, affordable and more accessible life and savings insurance products to the mass market. The business provides educational, savings, funeral and term assurance policies. It also provides group life covers which offers protection for death, disability and critical illnesses.

LeapFrog Investments acquired a controlling stake in the business in December 2015, with the purpose of guiding miLife to reach new heights in the insurance market, by providing innovative and affordable life assurance products and services. miLife is now capitalized at GHS 56.8 million making it one of the most capitalized life insurance companies in Ghana, four times the regulatory capital requirement of GHS 15 million. Visit miLifeghana.com

“We have always focused on serving our customers well and have a reputation for both customer-centricity and speed in paying out claims. This re-launch of UT Life Insurance to miLife Insurance further signals to customers that we have embarked upon an even deeper commitment to help enrich lives and support dreams by making access to insurance easier, affordable and more accessible.”

Kwaku Yeboah-Asuamah, CEO, miLife Insurance