The conservative Ghanaian insurance industry has undergone several disruptions in the past decade driven by an age of immediacy, new trends and fierce competition. Customers’ needs, knowledge and expectations have expanded exponentiallyand consequently the industry must extend beyond its core service propositions if it is to retain and acquire new customers. Given the industry’s slow nascency, dire penetration rates and ever reluctant nature of policyholders, insurers must innovate to succeed in enabling better futures for their customers.