The Rise of On-Demand Insurance in Ghana

From buying travel cover on WhatsApp to insuring your car for just a week, on-demand insurance is changing how Ghanaians protect themselves. This article explores the rise of flexible, pay-as-you-go insurance and what it means for consumers.

Introduction: A New Way to Insure

Imagine you are about to board a bus from Accra to Kumasi. You know the risks of road travel, but buying a full year of insurance just for one trip seems like too much. What if you could buy cover for just that journey, in seconds, using your phone?

That is exactly what on-demand insurance offers. It allows you to buy protection only when you need it, for as long as you need it. You pay only for what you use, and you can get covered in minutes.

Old Mutual pioneered this in Ghana with JustCover, a travel accident policy that passengers can buy through WhatsApp for individual road journeys . The entire application and claims process is handled through the messaging app .

Today, on-demand insurance is growing across Ghana, driven by mobile technology, flexible payment options, and a new generation of insurance startups.

What Is On-Demand Insurance?

On-demand insurance is exactly what it sounds like. You can buy coverage when you need it, cancel when you don’t, and pay only for the time you are covered.

Key Features

• Flexibility: You can buy coverage for specific time periods—daily, weekly, monthly, or per trip.

• Convenience: Purchase through mobile apps, USSD codes, or WhatsApp—no paperwork required .

• Pay-as-you-go: You pay only for the coverage you use .

• Instant activation: Coverage starts immediately upon purchase .

• Digital claims: File and track claims through the same platforms .

How It Is Different from Traditional Insurance

Traditional insurance typically locks you into a one-year policy. You pay an annual premium, whether you use the coverage or not. On-demand insurance flips that model. You activate coverage when you need it and stop paying when you don’t.

The Players Driving On-Demand Insurance in Ghana

Several companies are leading the on-demand insurance movement in Ghana.

Old Mutual JustCover

Old Mutual Ghana introduced JustCover, a travel accident policy that passengers on public transport can buy through WhatsApp . It is the first insurance product in Ghana to allow purchase and claims through WhatsApp .

To buy, customers save a number, send “hi” on WhatsApp, answer a few questions, and they are covered for their journey . In the event of an accident, Old Mutual provides emergency cash within 48 hours .

Why it matters: JustCover addresses a real need. Road crashes kill four people daily in Ghana and cost the economy over $230 million annually . Passengers injured in accidents often have to pay their own bills first and seek reimbursement later . JustCover provides cash immediately when it is needed most .

aYo Pay & Drive

aYo Ghana, a leading mobile microinsurance provider, launched Pay & Drive motor insurance in February 2024 . The policy allows drivers to insure their vehicles on a weekly, monthly, quarterly, or yearly basis .

Key Features:

• Minimum cover of 7 days

• Flexible premiums based on vehicle type and usage (private or commercial)

• Registration via WhatsApp or mobile app

• Claims paid directly to mobile money wallets

aYo has insured over 8.5 million lives across Ghana and paid more than GH¢35 million in claims . The company’s USSD code *296# allows customers to register and initiate claims instantly .

Sorpi-Sorpi: Pay-Per-Kilometer Insurance

Sorpi-Sorpi is an innovative pay-per-kilometer insurance app . It allows drivers to choose between per-kilometer or daily coverage .

The app rewards safe driving with discounts, integrating with existing third-party policies to provide comprehensive cover that fills gaps in current plans .

ETAP-Hollard: Usage-Based Motor Insurance

ETAP, a Nigerian insurtech startup, expanded into Ghana in October 2024 through a partnership with Hollard Insurance Ghana . The company secured an operational license from the National Insurance Commission .

ETAP allows users to buy car insurance in 90 seconds and file claims in three minutes . It offers flexible coverage including daily, weekly, monthly, and yearly plans .

The platform uses machine learning to build risk profiles for each driver, with safer drivers paying lower premiums . It also rewards safe driving with shopping vouchers, fuel, and cinema tickets .

Brolly: Pay Small-Small Auto Insurance

Brolly is an insurtech headquartered in Delaware operating in Ghana as its first African market . Its “pay small-small” model offers pay-as-you-go auto insurance with flexible daily, weekly, or monthly payments .

Customers can also use “Repair Now, Pay Later” services, allowing them to fix their vehicles immediately and pay for repairs in manageable installments .

Figtech: Digital Life Insurance Aggregator

Figtech is a digital insurance intermediary admitted into the NIC’s Sandbox Programme . It has developed a mobile app that uses artificial intelligence to provide personalised insurance recommendations .

In February 2026, Enterprise Life partnered with Figtech to expand digital access to life insurance across Ghana . The platform allows customers to compare policies, purchase online, make flexible digital payments, and file claims efficiently .

Moovon Insure: Flexible Premium Financing

Moovon Insure, admitted into the NIC’s regulatory sandbox, offers flexible premium financing arrangements . It allows customers to pay for insurance in installments, making coverage more affordable .

Trade Guarantee Limited: Pay-As-You-Go Motor Insurance

Trade Guarantee Limited offers a Pay-As-You-Go Motor Insurance solution built around third-party motor insurance . The product is part of the NIC’s regulatory sandbox cohort.

The Regulatory Push

The National Insurance Commission (NIC) has been instrumental in enabling on-demand insurance in Ghana. In October 2024, the NIC granted sandbox innovation licences to five insurtech companies .

The sandbox allows these companies to test innovative products and approaches for a period of twelve months, receiving support and guidance from the regulator . The admitted companies represent a diverse range of technological solutions, including usage-based motor insurance, pay-as-you-go premium payments, and aggregator platforms .

Beyond the sandbox, the NIC is actively supporting insurance innovation. The Commission aims to “provide a regulatory environment that encourages innovation while ensuring consumer protection” . This includes developing a Regulatory Sandbox framework that allows insurers to test new products and models in a controlled environment .

Market Trends and Outlook

The on-demand insurance market in Ghana is expected to experience significant growth in the coming years . Key trends shaping the market include:

Mobile Technology as the Primary Channel

Ghana has over 40 million mobile connections, with mobile money transactions exceeding GH¢3.6 trillion in 2025 . The high mobile penetration provides a foundation for digital insurance distribution. Mobile money platforms are becoming the primary channel for insurance, with USSD codes and mobile apps enabling instant policy purchases, payments, and claims.

Expanding Beyond Individual Life Insurance

Sylvia Otuo Acheampong, Chief Product and Services Officer of MobileMoney Limited (MML), noted that about 95% of digital insurance products currently available focus on individual life policies . This leaves significant gaps for SMEs and gig workers .

There is a growing push to expand on-demand insurance beyond personal life cover to include products tailored for small businesses and informal workers . This could include business interruption, goods-in-transit, and commercial liability coverage.

Embedded Insurance

On-demand insurance is becoming embedded in everyday transactions. aYo’s model integrates insurance into mobile airtime purchases and money transfers . When a customer tops up airtime or sends money via MoMo, they can activate insurance protection. This contextual approach makes insurance feel natural and reduces friction.

Driving Insurance Penetration

Ghana’s insurance penetration is still less than 1% of GDP . On-demand insurance, with its lower cost and flexibility, is reaching previously uninsured populations, particularly informal sector workers who cannot afford annual policies or do not have bank accounts.

What This Means for Ordinary Ghanaians

On-demand insurance offers several benefits:

Lower Cost

Paying for insurance only when you need it can be much cheaper than buying a full annual policy . A trotro driver, for example, can buy coverage only for the days he works. A traveler can buy cover only for a specific journey.

Convenience

No queues. No paperwork. No office visits. You can buy insurance from your phone, anywhere, anytime . The entire process can be completed in minutes.

Flexibility

You can choose coverage that fits your specific needs—daily, weekly, monthly, or per trip . You are not locked into a rigid annual contract.

Faster Claims

Most on-demand insurance providers use digital claims processes that are much faster than traditional insurance. Some pay claims within days, sometimes directly to your mobile money wallet .

Access to the Uninsured

On-demand insurance is reaching people who were previously excluded from insurance—informal workers, rural populations, and low-income families . Mobile technology eliminates many of the barriers to insurance adoption, such as paperwork, upfront payments, and complex processes .

Challenges and Considerations

While on-demand insurance is growing, there are challenges.

Low Awareness

Many Ghanaians still do not know about on-demand insurance options or are not aware of how digital insurance works . Education campaigns are needed to increase adoption.

Trust

Some consumers are wary of purchasing insurance through digital channels, concerned about reliability and fraud. Companies must build trust through transparent policies, prompt claims payment, and clear communication.

Product Gaps

Most on-demand products focus on motor and travel insurance. There is limited coverage for other needs such as health and property, although this is evolving . The industry needs to develop more comprehensive products.

Conversion from Free to Paid

Early digital insurance models relied heavily on free products to encourage behaviour change. Converting customers from free to paid products proved challenging .

ASJ Conclusion

On-demand insurance is changing how Ghanaians protect themselves. From travel cover on WhatsApp to pay-as-you-go motor insurance, flexible, convenient products are now available to millions.

The growth is driven by mobile technology, regulatory support, and innovative startups. The National Insurance Commission’s sandbox is nurturing new ideas. Companies like aYo, ETAP, Old Mutual, and Brolly are showing that insurance can be simple, affordable, and accessible.

For ordinary Ghanaians, on-demand insurance means you no longer need to commit to a full year of coverage to be protected. You can buy cover for just the time you need it. And you can do it all from your phone.

As Sylvia Otuo Acheampong noted, “Relevance is one of the biggest drivers of adoption. Anything that customers do not find relevant, they will not patronise” . On-demand insurance is relevant because it fits the way people actually live and work. It is insurance that works for you, not the other way around.

Quick Facts

Frequently Asked Questions

1. What is on-demand insurance?
On-demand insurance allows you to buy coverage only when you need it, for as long as you need it. You pay only for the time you are covered—daily, weekly, monthly, or per trip.

2. How does on-demand insurance work in Ghana?
You can purchase on-demand insurance through mobile apps, USSD codes, or WhatsApp. For example, Old Mutual’s JustCover allows passengers to buy travel cover on WhatsApp . aYo’s Pay & Drive allows drivers to insure vehicles weekly, monthly, or quarterly .

3. What on-demand insurance products are available in Ghana?
Products include Old Mutual JustCover (WhatsApp travel insurance), aYo Pay & Drive (pay-as-you-go motor insurance), ETAP-Hollard (usage-based motor insurance), Sorpi-Sorpi (per-kilometer insurance), and Brolly (pay-as-you-go car insurance).

4. Is on-demand insurance cheaper than traditional insurance?
For many people, yes. You pay only for the coverage you use. A driver who only works three days a week can buy insurance for those days rather than a full annual policy . A traveler can buy cover for just one journey .

5. How do I buy on-demand insurance?
You can buy through mobile apps (aYo app, ETAP), USSD codes (*296# for aYo, *170# for BeINsured), or WhatsApp (Old Mutual JustCover, aYo).

6. What is the NIC’s regulatory sandbox?
It is a program where the National Insurance Commission allows innovative insurance companies to test new products in a controlled environment for twelve months. Admitted insurtechs include ETAP, Moovon, Figtech, and Trade Guarantee .

7. Does on-demand insurance cover health?
Currently, most on-demand products focus on motor and travel insurance. However, some health and hospital insurance products are available through platforms like DOSH Health Insurance on the MoMo app.

8. What is JustCover?
JustCover is Old Mutual’s WhatsApp-based travel accident policy. It provides pay-as-you-go cover for individual road journeys on public transport. Coverage can be purchased in seconds, and emergency cash is provided within 48 hours if an accident occurs .

9. Can I get flexible motor insurance in Ghana?
Yes. aYo Pay & Drive offers weekly, monthly, quarterly, and yearly plans . ETAP offers daily, weekly, monthly, and quarterly coverage . Sorpi-Sorpi offers per-kilometer or daily coverage.

10. Is on-demand insurance regulated?
Yes. All licensed on-demand insurance providers are regulated by the National Insurance Commission (NIC). The NIC actively supports insurance innovation through its regulatory sandbox .

11. What is the market outlook for on-demand insurance?
The Ghana on-demand insurance market is expected to grow significantly, driven by increasing digitalization, mobile technology, and consumer demand for flexible solutions .

12. What are the barriers to adoption?
Challenges include low awareness, trust concerns, limited product variety beyond motor and travel, and converting customers from free to paid products

Source: Accra Street Journal 

Last Updated on August 22, 2026 by Samuel Kwame Boadu

Samuel Kwame Boadu

Samuel Kwame Boadu is a Ghanaian media entrepreneur and storyteller with a passion for amplifying urban voices and uncovering everyday truths. He is the Editor-in-Chief and Founder of Accra Street Journal, a dynamic digital platform dedicated to capturing the pulse of Ghana’s capital—its people, culture, challenges, business, sports and innovations.

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