Activa Insurance Partners Ghana’s Tricycle Operators Union for Nationwide Sensitisation Campaign

Accra — Activa International Insurance has reached a partnership agreement with the National Union of Tricycle Operators of Ghana (NUTOG) to conduct a sensitisation campaign Nationwide, marking a significant push by the insurer into the country’s rapidly growing informal transport sector.

The agreement will see Activa collaborate with NUTOG to educate tricycle operators on insurance products while simultaneously creating a distribution channel for motor and personal accident policies. The campaign follows similar exercises NUTOG has already completed in ten regions nationwide.

Isaac Armar, Chief Sales and Commercial Officer of Activa International Insurance, led the negotiations for the insurer and Hamza Hafiz, National Chairman (or President) of NUTOG, Kenneth Adu-Akwabeng and Mutawakil Fusheini represented the tricycle operators’ union.

According to a proposal document reviewed by the Accra Street Journal, NUTOG estimates its membership across Ghana at approximately tens of thousands of tricycle operators. The union had initially requested financial support to undertake the campaign aiming to maximise brand visibility and agency expansion.

The commercial rationale for Activa is straightforward: direct access to an organised market segment of tricycle operators, enabling targeted sales of motor insurance and personal accident insurance at scale.

Brand Visibility and Agency Network Expansion

Under the partnership, Activa will produce and brand safety vests to be worn by tricycle riders, ensuring daily exposure of the Activa brand on roads and in communities across the six target regions. The company will also be formally recognised and mentioned as an official partner at all NUTOG events and engagements during the campaign period.

Beyond immediate brand visibility, the deal provides Activa with a pathway to expand its agency network. The company plans to establish Insurance Desks at major tricycle stations and terminals. Additionally, access to NUTOG leadership and tricycle dealers—many of whom double as equipment suppliers and influencers—creates an avenue to recruit them as Activa agents and distribution partners.

The campaign will not only drive immediate policy sales but also build sustainable relationships with a fast-growing transport segment,” the proposal document noted.

The Untapped Tricycle Insurance Market

Tricycle taxis have become a dominant mode of short-distance transport in many regions of Ghana, particularly in the north and peri-urban communities. They serve thousands of commuters daily and employ large numbers of young people. Despite their informal status, they represent a significant and largely untapped insurance market.

The vehicles are particularly popular and widely used in:

• The five northern regions (Northern, Upper East, Upper West, North East, Savannah)

• Brong Ahafo and Bono East

• Peri-urban areas of Ashanti Region including Ejisu, Mampong, and Obuasi outskirts

• Towns in Eastern and Volta Regions such as Ho, Kpando, and Nkwanta

While no single official database exists, industry estimates compiled from multiple sources suggest the national tricycle fleet numbers in the hundreds of thousands. In some northern regional capitals such as Tamale, Bolgatanga, and Wa, tricycles now outnumber traditional taxis. In certain towns, the vast majority of short-distance trips are made by tricycle.

The vehicles have effectively become what one industry observer described as “the Uber of northern Ghana”—but fully informal and cash-based, with most operators lacking formal insurance coverage beyond the bare minimum required by law.

Strategic Significance for Activa

For Activa, which has positioned itself as an “internet first” insurer with a focus on retail and SME segments, the NUTOG partnership represents a strategic move into a high-volume, low-margin market that traditional insurers have largely overlooked.

The company has previously demonstrated success with similar inclusion-focused initiatives, including the Activ’Lady programme developed in partnership with the International Finance Corporation (IFC), which targets women entrepreneurs. The NUTOG deal extends this approach to the informal transport sector.

Isaac Armar, who previously articulated Activa’s philosophy that “insurance in Ghana has left the boardroom for the marketplace,” has been a key lead architect of the company’s retail expansion strategy. The NUTOG partnership aligns with that vision by taking insurance products directly to operators at their stations and terminals rather than waiting for them to visit branch offices.

Challenges and Considerations

Despite the commercial opportunity, the partnership faces several challenges. The informal nature of the tricycle transport sector means many operators may be reluctant to purchase formal insurance, viewing it as an unnecessary expense. Effective sensitisation and education will be critical to converting awareness into premium generation.

Looking Ahead With ASJ

The six-region sensitisation campaign is expected to launch in the coming months, with specific regions to be confirmed by NUTOG and Activa. If successful, the partnership could be expanded to additional regions or renewed for subsequent phases.

For Activa, which is among the leading non-life insurers in Ghana and holds a strong financial strength rating, the NUTOG deal represents a bet on the growth of Ghana’s informal economy and the increasing formalisation of transport services.

For NUTOG, the partnership provides resources to educate its members on insurance—a form of financial protection that many operators currently lack—while securing branded materials and official recognition for the union.

As Ghana’s urban centres continue to grow and demand for affordable short-distance transport increases, the tricycle segment is likely to expand further. Insurers that establish relationships with operators now may find themselves well-positioned to capture a larger share of that market in the years ahead.

Frequently Asked Questions (FAQs)

1. What is the Activa-NUTOG partnership about?

Activa International Insurance has partnered with the National Union of Tricycle Operators of Ghana (NUTOG) to conduct a sensitisation campaign across six regions. The campaign will educate tricycle operators on insurance products while creating a channel for Activa to sell motor insurance and personal accident policies to NUTOG’s tens of thousands of members.

2. Who are the key people involved in this deal?

Isaac Armar, Chief Sales and Commercial Officer of Activa International Insurance, led the negotiations for the insurer. Hamza Hafiz, the National Chairman (or President) of NUTOG, represented the tricycle operators’ union.

3. What is the potential revenue opportunity for Activa?

Based on conservative average premium per tricycle and access to a substantial portion of NUTOG’s estimated membership, the potential annual Gross Written Premium (GWP) opportunity runs into millions of cedis. This excludes additional personal accident covers and ancillary products.

4. How large is Ghana’s tricycle transport market?

Industry estimates compiled from multiple sources suggest the national tricycle fleet numbers in the hundreds of thousands. In some northern regional capitals, tricycles now outnumber traditional taxis, and in certain towns, the vast majority of short-distance trips are made by tricycle.

5. What regions will the sensitisation campaign cover?

The campaign will cover six regions in Ghana. NUTOG has previously completed similar sensitisation campaigns in ten regions nationwide. The specific six regions for this partnership are yet to be confirmed by both parties.

6. How does this partnership fit Activa’s broader strategy?

Activa has positioned itself as an “internet first” insurer with a focus on retail and SME segments. The NUTOG partnership extends this approach to the informal transport sector, following similar inclusion-focused initiatives like the Activ’Lady programme for women entrepreneurs. The company’s philosophy, as articulated by Isaac Armar, is that “insurance in Ghana has left the boardroom for the marketplace.