It is said that great oaks from little acorns grow, and it is undeniable that Ghana’s second-largest insurer, Star Assurance Company Limited, has earned its place and etched its value in the insurance industry.
What began as a modest operation in 1985, after being founded the year before, has steadily grown into Ghana’s largest indigenous insurance company—anchored by a strategic focus on customer-centricity, operational excellence, and technological advancement.
At the helm is the Chief Executive Officer, Mrs. Boatemaa Barfour-Awuah, a UK-trained Chartered Insurance professional whose visionary leadership and expertise in insurance, finance, and risk management have been instrumental in driving Star Assurance’s growth.
As it marks it ruby jubilee, Star Assurance steps into the future with confidence—rooted in legacy and driven by innovation. With bold vision and unwavering purpose, the company remains committed to delivering stellar value, transforming the industry and securing the dreams of generations to come.
COMPANY FOCUS
TVA: Star Assurance commenced business as an insurer in 1985 and has grown into a leading insurance company, providing Ghanaians with solid insurance for over 40 years. How would you describe the journey over the last four decades?
BBA: Star Assurance’s evolution reflects a story of resilience, purposeful innovation, and an unwavering commitment to delivering exceptional customer value. What began as a modest operation has steadily grown into Ghana’s largest indigenous insurance company, underpinned by a strategic focus on customer-centricity, operational excellence, and technological advancement.
The company’s success has been driven by its ability to anticipate market needs and adapt proactively, continually refining its service offerings to meet the evolving expectations of individuals, businesses, and communities. Through sustained investment in infrastructure, digital platforms, and talent development, Star Assurance has created a scalable, efficient, and responsive business model.
A key pillar of its reputation lies in its strong claims performance, which reflects both technical competence and a commitment to client trust. Its expansive network of brokers, agents, and digital partners further reinforces its market reach and service accessibility, ensuring that customers across Ghana receive prompt, reliable support.
By blending traditional values with forward-thinking strategies, Star Assurance has positioned itself not just as a market leader, but as a dependable and progressive force in Ghana’s insurance landscape—one that remains focused on empowering lives and protecting futures.
TVA: The Company was founded on a vision of “Partnering with you to be the definition of insurance and the creator of delightful experiences.” Considering the journey in the last four decades, what defining moments have shaped the company’s path over these periods?
BBA: Our journey has been shaped by a series of strategic milestones that reflect both innovation and resilience. The successful launch of tailored insurance products—designed to meet emerging and diverse customer needs—has reinforced our position as a solutions-driven insurer. These offerings not only addressed market gaps but also demonstrated our responsiveness to changing risk profiles and customer expectations.
In parallel, our ongoing investment in technology and digital infrastructure has significantly enhanced service delivery, enabling us to streamline processes, improve turnaround times, and create more personalized customer experiences. These advancements have positioned us to compete effectively in an increasingly digital and dynamic insurance landscape.
Our recognition as Ghana’s leading indigenous insurer is a testament to the strength of our customer-first philosophy, operational discipline, and strong stakeholder relationships. This industry acknowledgement validates the trust we’ve built across various segments and highlights our influence in shaping the future of insurance in Ghana.
Importantly, we have continued to evolve amidst economic headwinds. Our ability to adapt during periods of financial uncertainty, while staying focused on service excellence and digital transformation, reflects our agility and long-term vision. These experiences have not only tested our resilience but have also strengthened our commitment to delivering sustainable value to our clients and partners.
Together, these achievements underscore a journey defined by innovation, adaptability, and a deep-rooted focus on empowering customers through reliable, forward-looking insurance solutions.
TVA: How has this vision found fulfilment in the life of customers over the last 40 years?
BBA: This vision has been brought to life through our steadfast commitment to delivering experiences that are not only reliable and personalized but also consistently exceed customer expectations. Over the years, we have focused on creating meaningful interactions across every touchpoint, ensuring that our customers feel supported, valued, and empowered.
Clients continue to place their trust in Star Assurance because of our reputation for prompt and transparent claims settlement, a strong indicator of our operational integrity and customer-first approach. Our suite of innovative and evolving insurance products addresses real-life needs and emerging risks, while our responsive and courteous service reinforces our promise of excellence.
For many of our clients, insurance is no longer seen as a transactional necessity but as a positive and reassuring part of daily life. This shift is the result of our deliberate efforts to simplify processes, increase transparency, and offer personalized solutions that make insurance accessible, relevant, and beneficial.
More importantly, our approach reflects a broader purpose: to be more than just an insurer. We aim to be a genuine partner—one that supports customers through all stages of life, providing protection, peace of mind, and confidence in the future. Whether through a health emergency, a business disruption, or asset protection, we are there—not only as a service provider, but as a trusted companion.
TVA: What informed the company’s choice of the theme? Any reason(s) behind the company’s choice of the theme?
BBA: To mark its 40th anniversary, Star Assurance selected the theme “Experience You Can Trust”—a powerful reflection of the company’s enduring legacy of dependability, service excellence, and customer-focused innovation since its founding in 1985. The theme encapsulates four decades of building and sustaining trust, a value that lies at the heart of the company’s relationships with clients, partners, and stakeholders.
This milestone celebration highlights not just the passage of time, but the journey of transformation and impact that Star Assurance has achieved across Ghana’s insurance landscape. The company has consistently positioned itself as a reliable partner—one that customers can count on for security, clarity, and responsive support in moments that matter most.
Central to the anniversary is the “40 Reasons to Smile” promotion, which exemplifies the company’s commitment to rewarding loyalty and delivering tangible value. Focused primarily on the widely trusted motor insurance portfolio, the campaign offers clients enhanced peace of mind and celebrates their continued trust with meaningful incentives.
Over the past 40 years, Star Assurance has distinguished itself through a combination of prompt and fair claims settlement, tailored service offerings, and forward-looking digital initiatives that have made insurance more accessible and responsive. This approach has strengthened customer confidence and reinforced the company’s standing as a dependable, customer-centric insurer.
As the company enters its next chapter, “Experience You Can Trust” serves not only as an anniversary theme but as a reaffirmation of Star Assurance’s purpose: to provide trusted protection and build enduring partnerships with every client it serves.
TVA: Can you share some of the notable experiences that you think might have endeared the company to your customers in the past 40 years?
BBA: Over the past 40 years, Star Assurance has earned the trust and loyalty of its customers through a steadfast commitment to delivering fast, fair, and reliable claims settlement—particularly within its core motor and fire insurance portfolios. This reliability has not only enhanced peace of mind for clients but has also positioned the company as a dependable partner during some of life’s most challenging moments.
Central to this trust is the company’s dedication to service excellence, demonstrated by a proactive approach to claims processing, a deep understanding of customer needs, and the consistent delivery of timely, transparent support. These qualities have helped Star Assurance maintain long-standing relationships and generate strong customer retention across generations.
Recognizing the evolving expectations of a modern, tech-savvy customer base, Star Assurance has also made strategic investments in digital transformation. The launch of innovative platforms such as the Star Mobile App, AI-powered chatbot, and the Starhub online portal (customer.starassurance.com) has redefined the customer experience—enabling 24/7 policy access, claims submission, premium payments, and personalized account management with ease and efficiency. These tools reflect the company’s commitment to making insurance more accessible, responsive, and user-friendly.
In celebration of its four-decade milestone, the company introduced the “40 Reasons to Smile” anniversary campaign, a client-focused initiative designed to reward loyalty and strengthen emotional connections with its customer base. Centered around the popular motor insurance product line, the campaign offered tailored incentives and giveaways that extended beyond policy benefits—demonstrating Star Assurance’s appreciation for customer loyalty and its drive to create meaningful experiences that go beyond coverage.
Throughout its journey, Star Assurance has remained true to its founding principles: delivering reliable protection, personalized service, and innovative insurance solutions while staying responsive to the real-world needs of its customers. This legacy of care and consistency has not only reinforced client confidence but also laid the foundation for lifelong relationships that continue to define the brand today.
As Star Assurance looks to the future, it remains committed to strengthening its role as a trusted partner—providing protection, peace of mind, and customer-first innovation for generations to come.
TVA: In the last four decades, can you kindly highlight some of the notable achievement that makes the 40th anniversary celebration worthwhile?
BBA: Over the past four decades, Star Assurance has achieved several key milestones that underscore its growth, innovation, and steadfast commitment to excellence. Among the most notable is the company’s emergence as Ghana’s largest indigenous insurer—a testament to sustained customer trust, operational integrity, and strategic foresight.
A significant part of this journey has been marked by pioneering digital innovations that have transformed the customer experience. From the launch of the Star Mobile App and chatbot service to the introduction of the Starhub customer portal, Star Assurance has consistently led the way in adopting technology to make insurance more accessible, efficient, and customer-friendly.
The company has also distinguished itself through a strong track record in claims management, maintaining high settlement ratios that reinforce customer confidence and position Star Assurance as a dependable partner in times of need. This performance reflects not only operational efficiency but also a deep-seated culture of responsiveness and fairness.
In parallel, Star Assurance has continued to expand and diversify its product portfolio to meet the evolving needs of individuals, families, and businesses across Ghana. By introducing tailored solutions in areas such as health, travel, SME, and climate-resilient insurance, the company has demonstrated its agility and customer-centric focus in a rapidly changing risk environment.
Together, these achievements are more than operational benchmarks—they are a reflection of the company’s resilience, adaptability, and dedication to protecting and empowering its clients. As such, the celebration of Star Assurance’s 40th anniversary is not just a recognition of time passed, but a meaningful celebration of progress, purpose, and enduring impact.
TVA: Recently you launched 40 years, ‘40 Reasons to Smile’ Promotion. Can you elaborate more on the ‘40 Reasons’ you feel your customers should smile in the last 40 years of operations?
BBA: As part of our commitment to appreciating and rewarding our valued customers, Star Assurance is proud to launch the ‘40 Reasons to Smile’ promotion in celebration of our 40th anniversary. Over the course of the year, 40 fortunate winners will each receive GHS 10,000 through four quarterly draws.
The initiative’s name, ‘40 Reasons to Smile’, reflects our intention to bring joy and recognition to 40 loyal customers as we mark this significant milestone. It is a heartfelt expression of our gratitude for the trust, loyalty, and continued support we have received throughout our four-decade journey.
TVA: Beyond the ‘40 Reasons to Smile’ Promotion, what other events or perks await to delight your customers?
BBA: Beyond the ‘40 Reasons to Smile’ promotion, we are committed to creating memorable experiences for our customers through exclusive events such as a health walk, which promotes wellness and community engagement. Additionally, we will support free pediatric surgeries for children in Kumawu, underscoring our dedication to social impact and health.
We are also introducing personalized insurance solutions tailored to meet the unique needs of our customers, ensuring that we continue to surprise and delight them—showing that their wellbeing and satisfaction remain at the heart of everything we do.
TVA: As a ‘solid partner’ of the insured, what advice will you give prospective insurance policy buyers to consider when making insurance decisions in this highly homogenous market?
BBA: In a market where many insurance products may appear similar, prospective policyholders must take a more informed and strategic approach to selecting coverage. Here are key considerations to note: Look Beyond Price — Focus on Value; Assess Claims Reputation; Choose an Insurer with Strong Customer Engagement; Verify Regulatory Compliance and Financial Stability; Align Coverage with Your Needs and Risk Profile; and Consider Long-Term Service and Relationship Potential.
TVA: Why should such persons choose Star Assurance above other insurers?
BBA: In a highly competitive and homogenous insurance market, Star Assurance stands out for its trusted legacy, customer-first philosophy, and commitment to innovation. Here’s why prospective policyholders should confidently choose Star Assurance: Proven Track Record of Reliability; Fast and Fair Claims Settlement; Customer-Centric Approach; Digital Convenience and Innovation; Comprehensive and Tailored Product Offerings; Recognized Industry Leadership.
TVA: Claims settlement ratio (Experience) is a key indicator of customer’s satisfaction and financial health of the insurance company. It has been discovered from research that Star Assurance’s claims settlement ratio is 93.4%, highlighting a customer-first approach. In view of this, what new strategies is Star Assurance considering to maintain or improve the company’s claims settlement ratio?
BBA: To maintain and improve our strong claims settlement ratio of 93.4%, Star Assurance is implementing a multi-pronged strategy focused on efficiency, transparency, and customer satisfaction. At the core of this effort is our continued investment in digital claims processing systems, which streamline operations, minimize paperwork, and significantly reduce turnaround times. Through platforms like the Star Mobile App and Starhub portal, customers can file and track claims with ease—anytime, anywhere.
We are also reinforcing our internal capacity through ongoing staff training, ensuring our claims teams are well-equipped with up-to-date regulatory knowledge, technical skills, and customer service best practices. In parallel, we are strengthening fraud detection and risk analytics tools to maintain the integrity of our claims process and safeguard against irregularities.
Customer trust and transparency remain at the heart of our approach. We foster proactive communication with clients throughout the claims journey to ensure they are informed, supported, and confident at every step. To further demonstrate our commitment to responsiveness, Star Assurance offers a 24-hour claims service, allowing customers to receive timely assistance when they need it most.
In addition, we continue to enhance collaboration with key partners—such as garages, medical providers, and assessors—to expedite claims verification and improve the overall experience. These integrated efforts underscore our dedication to delivering fast, fair, and reliable claims service, reinforcing Star Assurance’s position as a trusted and customer-focused insurer.
TVA: The implementation of the AfCFTA is reshaping the African continent into one big market. As a top-five insurer in Ghana by premium income, Star Assurance competes with both local and African players. As such, what differentiates Star Assurance from the plethora of insurance companies in the country and on the continent?
BBA: With the implementation of the African Continental Free Trade Area (AfCFTA), the continent is fast evolving into a unified economic space opening up new opportunities but also intensifying competition among insurers. As one of Ghana’s top-five insurers by premium income, Star Assurance stands out in both the domestic and regional landscape due to a unique blend of proven legacy of trust and stability; strong local roots with regional ambition; digital innovation with customer-centric delivery; focus on claims efficiency and transparency; tailored products and inclusive coverage; and commitment to ESG and sustainable growth.
TVA: What products or (and) services gives Star Assurance a competitive edge over other competitors in the country and on the continent?
BBA: Star Assurance continues to differentiate itself through innovative product design and technology-driven service delivery. Our enhanced Third Party Xtra Motor Policy and Homeowners Xtra offerings exemplify this approach—providing clients with comprehensive, affordable, and flexible coverage options tailored to their evolving lifestyles and risk needs. These products are designed not only to meet regulatory requirements but to exceed expectations by adding tangible value beyond traditional coverage.
What further strengthens our competitive edge is the seamless integration of these products with our digital customer engagement platforms, including the Star Mobile App, AI-enabled chatbot, and Starhub portal. These platforms enable customers to purchase policies, submit claims, access documents, and receive real-time support—anytime, anywhere. The result is a more personalized, responsive, and convenient insurance experience that aligns with modern consumer expectations.
In today’s increasingly digital environment, technology is reshaping the insurance industry across the continent. From automated claims processing to data-driven underwriting and mobile-first distribution, tech adoption is no longer optional—it is essential. At Star Assurance, we recognize this shift and are proactively embracing innovation to streamline operations, improve service delivery, and enable scalable, customer-centric business models.
By combining innovative product design with robust digital infrastructure, Star Assurance is not only responding to market trends but leading the way—positioning itself as a forward-thinking insurer capable of delivering accessible, high-impact solutions in an increasingly competitive and connected African insurance landscape.
TVA: How has technology transformed the company’s operations since the early days of adoption?
BBA: Since the early stages of digital adoption, Star Assurance has undergone a significant operational transformation, with technology serving as a catalyst for efficiency, growth, and customer-centric innovation. Over the years, the company has moved from traditional, paper-based processes to a streamlined, data-driven ecosystem that enhances service delivery across every touchpoint.
Some of the transformation experienced over the period include enhanced operational efficiency and workflow automation; improved claims management and turnaround times; expansion of digital customer engagement; data-driven decision making; product innovation and market agility; and resilience and business continuity.
TVA: What new digital features does the company intend to leverage post 40th anniversary to boost its operations?
BBA: Following its 40th anniversary, Star Assurance is set to deepen its digital transformation by leveraging emerging technologies to enhance efficiency and customer satisfaction.
Key initiatives include: Artificial Intelligence (AI); Data Analytics; Operational Automation; and Enhanced Digital Platforms. These innovations will position Star Assurance as a tech-forward, customer-centric insurer ready to lead in a rapidly evolving insurance landscape.
TVA: Regulatory changes, such as the International Financial Reporting Standard (IFRS) 17, are reshaping global insurance reporting, requiring insurers to adapt their systems and strategies. How impactful has the IFRS 17 new standards been to your financial reporting?
BBA: The adoption of IFRS 17 has significantly enhanced transparency and consistency in Star Assurance’s financial reporting. By introducing a more structured approach to measuring insurance contracts, it provides a clearer view of profitability and long-term risk.
Implementing the standard required upgrading our systems, refining actuarial models, and enhancing internal processes. While the transition posed operational challenges, it also strengthened data accuracy and improved cross-functional collaboration between finance, actuarial, and IT teams.
Overall, IFRS 17 has enabled more strategic insights into product performance, helping us make better-informed decisions around pricing, risk, and capital allocation. It reflects our ongoing commitment to global best practices and robust financial governance.
TVA: After four decades of impact, Star Assurance remains a vital part of Ghana’s insurance fabric. What should your stakeholders be looking forward to post 40th anniversary?
BBA: As Star Assurance moves beyond its 40th anniversary, stakeholders can look forward to a future focused on innovation, growth, and enhanced customer value.
Key priorities include: Accelerated digital transformation, leveraging AI and data analytics to improve service delivery and personalization; Product innovation, with new, inclusive, and climate-resilient offerings tailored to evolving market needs; Enhanced customer experience through seamless digital platforms and faster, more transparent claims processes; Stronger ESG commitment, promoting sustainability and financial inclusion; and Strategic partnerships to drive regional expansion and long-term competitiveness under AfCFTA. Star Assurance remains committed to delivering trusted, forward-thinking insurance solutions for the next generation.
TVA: What messages do you have for all your stakeholders; regulator, shareholders, employees and customers as you celebrate this momentous occasion?
BBA: As we celebrate this momentous 40th anniversary, we extend our heartfelt gratitude to all those who have been part of Star Assurance’s remarkable journey.
To our regulator, we thank you for your steadfast guidance and oversight, which have helped create a stable, well-governed and trustworthy insurance environment in Ghana. Your leadership has enabled our industry to grow responsibly and innovate confidently.
To our shareholders, we are deeply grateful for your continued support and confidence. Your belief in our mission has empowered us to invest strategically, expand our reach, and lead with integrity in a competitive and evolving market.
To our dedicated employees, your professionalism, commitment, and passion have been the cornerstone of our success. You have carried the Star Assurance brand with pride and purpose, consistently delivering service excellence to those we serve.
To our valued customers, you are at the heart of everything we do. We are honored by your loyalty and trust, and we remain committed to delivering the reliable protection and exceptional service that you deserve.
To all—thank you for your trust, support, and partnership over the past 40 years. We remain committed to excellence, resilience, and shared growth as we move forward into the future—together.
PERSONALITY PROFILE
TVA: Star Assurance Company Ltd. celebrates its Ruby Jubilee. Leading this charge is its dynamic Chief Executive Officer, Mrs. Boatemaa Barfour-Awuah, a renowned personality in the industry. Can you kindly tell us about yourself and your growing up?
BBA: I was raised in a disciplined, value-centered environment grounded in a strong devotion to God, which has always been the foundation of my family. Our core values—integrity, education, service and humility—are deeply premised on our faith. As the first girl and eldest of a set of twins in a family of five siblings, including older brothers, I grew up with a strong sense of identity, responsibility, and purpose. My upbringing was shaped by unwavering family support, rich cultural heritage, and a deeply rooted ambition that continues to guide both my personal and professional journey.
TVA: Can you also briefly walk us through your educational journey?
BBA: My academic journey has been both diverse and enriching, shaped by a passion for learning and a desire to lead with purpose. I completed most of my education in the United Kingdom, where I pursued a dual Master’s degree at the University of Southampton—earning an MSc in Finance & Accounting and an MSc in Management. This combination allowed me to blend analytical rigor with strategic thinking, and has proven invaluable throughout my career.
Before that, I studied at the University of Leicester, where I obtained a Bachelor of Arts in History and Politics. That experience sparked my curiosity about how systems, institutions, and people interact—insight that continues to inform the way I lead and make decisions today.
Wanting to deepen my expertise in the insurance field, I pursued professional qualifications and became a Chartered Insurer (ACII, UK). I also hold both a Diploma and Advanced Diploma in Insurance Studies from the Malta International Training Centre, which have provided me with the technical foundation to navigate complex risk environments with confidence.
My educational journey began at Ghana International School (GIS) in Accra, where I was grounded in academic discipline, cultural awareness, and a sense of global responsibility—values that have stayed with me to this day.
Together, these experiences have shaped who I am professionally and personally. They’ve given me the tools to think critically, lead ethically, and adapt to a world that is constantly changing—all while staying rooted in purpose.
TVA: Growing up as a child, what is your fondest childhood memory?
BBA: Some of my fondest childhood memories are spending quality time with my family such as our big Christmas lunches, where both our nuclear and extended family would come together to celebrate. These gatherings were full of warmth, laughter, and shared meals, and they created a deep sense of connection and belonging. They instilled in me a lasting appreciation for tradition, family unity, and the joy of celebrating milestones and togetherness.
TVA: You are known to come from an affluent family, so some perceive your rise to the top as a privilege. Addressing such perceptions, how would you describe your rise through the ranks that truly helped you earn your place at the top?
BBA: While it’s true that I come from a well-resourced background, I’ve always believed that privilege alone is not a guarantee of success—preparation, resilience, and a strong work ethic are what sustain it. My journey has never been about relying on a name or legacy, but about earning my place through consistent performance, intentional growth, and a deep commitment to excellence.
A central figure in this journey has been my father not just as a parent, but as a professional mentor and guiding force. From a very young age, he instilled in me the importance of preparation. His advice was simple but powerful: “Whatever space you choose to step into, be so prepared that no one can question why you’re there.” That mindset shaped how I approached school, my professional development, and ultimately, leadership.
What I appreciated most was that, while my father had a clear desire for his children to one day contribute meaningfully to the family business, he never imposed that path on us. Instead, he gave us the freedom to explore our own passions—but with the clear understanding that we must be prepared to earn respect, not inherit it. That meant working harder, proving ourselves beyond the comfort of family expectations, and developing the credibility to stand independently.
Every opportunity I’ve had has come with the understanding that it must be matched with responsibility, results, and accountability. My rise through the ranks—whether in education, the corporate world, or leadership roles—has been shaped by the willingness to learn, the humility to listen, and the determination to lead by example.
So yes, I acknowledge the platform my background provided—but I also know firsthand the pressure and expectation that come with it. What I have achieved has not been handed to me; it has been built through mentorship, merit, and meaningful preparation. I lead not from entitlement, but from a place of purpose, service, and an ongoing commitment to earn every step I take forward.
TVA: You assumed your position as the CEO at a very critical moment—not just for the company, but for the entire insurance landscape, precisely during COVID-19. In the midst of that turbulence, what was your immediate vision stepping into that role as the torchbearer?
BBA: Assuming leadership during the COVID-19 pandemic was a defining moment—one that called for clarity, resilience, and decisive action. From the onset, my immediate priority was to stabilize operations, protect the wellbeing of our staff, and ensure uninterrupted service to our clients in a time of significant uncertainty.
Recognizing that the crisis was not just a temporary disruption but a catalyst for long-term change, I set a clear vision centered around business continuity, digital acceleration, and strategic resilience. One of the first initiatives I championed was the expansion of our digital infrastructure—not only to support remote work but to deliver seamless, customer-centric experiences across all touchpoints. This involved scaling digital claims processing, enhancing self-service platforms, and embedding more agility into our service delivery models.
At the same time, we undertook a comprehensive review of our risk management frameworks. We needed to ensure we were not just reacting to volatility but proactively building the capacity to absorb future shocks. This included stress-testing scenarios, re-evaluating coverage models, and ensuring our teams were empowered with the tools and guidance to navigate a highly dynamic environment.
Perhaps most importantly, I focused on fostering a culture of adaptability and shared accountability. We encouraged cross-functional collaboration, transparent communication, and quick decision-making—ensuring that the organization could respond swiftly as the situation evolved.
These early decisions weren’t just about surviving the pandemic; they were about positioning the company for sustainable success in a fundamentally reshaped world. The experience reinforced the importance of visionary leadership in times of uncertainty—and the need to balance immediate action with long-term transformation.
TVA: Beyond that moment, what has been your boldest decision(s) you’ve ever made as CEO?
BBA: One of the boldest decisions I made during that critical period was to invest heavily in our digital platforms and remote service capabilities. It wasn’t an easy call—especially in the midst of so much uncertainty—but I knew that if we wanted to remain resilient and continue serving our customers without disruption, we had to move quickly and decisively. That investment ensured our teams could work safely and efficiently from anywhere, and more importantly, that our customers continued to receive seamless, reliable support when they needed it most.
At the same time, it became clear that the pandemic was reshaping the kinds of risks people and businesses were facing. I led the push to develop new and innovative insurance products, specifically tailored to those emerging challenges. From health-related cover enhancements to climate-responsive and business continuity solutions, our goal was to provide not just protection, but relevance and reassurance in an unpredictable time.
These were not just business decisions—they were expressions of our values. We wanted our customers and partners to see that Star Assurance was not simply adapting, but leading with purpose and empathy. Through it all, what guided me was the belief that resilience and innovation must go hand-in-hand with trust. And in many ways, those choices helped us come through the crisis stronger, more connected to our customers, and more future-ready than ever before.
TVA: Under your leadership, Star Assurance has become the second largest insurer in Ghana. What would you say have been the key drivers behind this impressive growth?
BBA: Seeing Star Assurance grow to become the second-largest insurer in Ghana has been a deeply meaningful milestone. It’s not just about numbers—it’s about the journey, the people, and the principles that have brought us here. At the heart of our progress have been four core drivers: strategic innovation, customer trust, product diversification, and a committed team.
I’m incredibly proud of the people behind the brand. Our team’s dedication, adaptability, and shared sense of purpose have been instrumental in everything we’ve achieved. We’ve built a culture that values impact over titles and where everyone—from front-line staff to management—understands the role they play in protecting our customers’ peace of mind.
We’ve also made a deliberate commitment to innovation—not innovation for its own sake, but to make insurance more relevant, accessible, and responsive to the needs of Ghanaians today. From expanding our product portfolio to address emerging risks like health and climate, to supporting SMEs and underserved markets, diversification has allowed us to reach more people, in more meaningful ways.
Equally important has been our focus on technology and operational excellence, which has propelled us forward in a competitive and fast-changing market. Through platforms like the Star Mobile App, chatbot, and customer portal, we’ve improved convenience, speed, and engagement—ensuring that customers have a seamless experience from onboarding to claims.
But perhaps the most powerful driver of all has been trust. We’ve worked intentionally to build and preserve customer trust through timely claims, transparent communication, and consistently strong service delivery. Trust isn’t earned overnight—but over time, it becomes the bedrock of loyalty and growth.
In many ways, our rise has been the result of resilience, innovation, and a commitment to doing the right thing, even when it’s hard. As we move forward, these values will continue to guide us—not just in maintaining our position, but in making a lasting impact.
TVA: During your 37th Anniversary Thanksgiving, you said, “We are creating new services, transforming our operations, improving customer experience and continuing to deliver value to all our stakeholders.” Now, 40th anniversary, what is the story at the moment?
BBA: That statement wasn’t just aspirational—it was a clear commitment to transformation, and one we took seriously.
Now, at our 40th anniversary, we’re not just reflecting; we’re celebrating. We are celebrating 40 resilient years, built on trust, purpose, and performance. And just as importantly, we’re celebrating with a clear vision for the future: one that embraces innovation, digital expansion, and more inclusive insurance solutions to meet the changing needs of our customers and communities.
Our 40th Anniversary theme—“Experience You Can Trust”—beautifully captures what we stand for. It reflects the legacy we’ve built over the decades, and the trust we’ve earned by consistently showing up for our clients, partners, and stakeholders—especially in moments that mattered most.
The progress we’ve made is visible in the systems we’ve modernized, the products we’ve introduced, and the lives we’ve impacted. But what’s more exciting is that we’re not done evolving. The next chapter is about scaling that impact, deepening relationships, and continuing to deliver solutions that are not only relevant today—but future-ready.
So yes, at 40, the story is one of transformation fulfilled—but also one of bold steps ahead, grounded in the experience and trust that brought us here.
TVA: As one of the few Ghanaian women at the helm, how would you describe your management and leadership philosophies?
BBA: As one of the few Ghanaian women at the helm of a major insurance company, I carry a deep sense of responsibility not only to deliver results, but to lead in a way that reflects my values and creates space for others to thrive.
My management philosophy is deeply rooted in servant leadership. I believe in leading by example, empowering my team, and creating an environment where everyone—regardless of background, title, or experience feels heard, valued, and supported. For me, leadership isn’t about control; it’s about service. It’s about asking, “How can I help you succeed?” and then doing the work to make that possible.
I also hold closely to values like integrity, resilience, and continuous learning. I’ve learned that no two days in leadership are the same, and the ability to adapt while staying true to your core makes all the difference. I strive to be open, honest, and consistent, even when it’s uncomfortable, because I believe trust is the foundation of any strong team.
Being a woman in leadership adds another dimension to the way I lead. It has taught me the importance of representation, empathy, and creating space for diverse voices especially in industries where those voices have historically been underrepresented. I’m intentional about mentoring and building pathways for others, particularly young women, because I believe leadership is not about standing alone at the top; it’s about lifting others as you climb.
Ultimately, I lead with the belief that people perform best when they feel seen, supported, and inspired. That’s the kind of environment I strive to create every day and the kind of legacy I hope to leave behind.
TVA: Most people have a perception that CEOs are just ‘armchair’ leaders. From your perspective, how can you help dispel the “myths” surrounding being a CEO?
BBA: I completely understand why some people see CEOs as “armchair leaders.” From the outside, it might look like we spend our days in strategy sessions, far removed from the realities on the ground. But in my experience, that couldn’t be further from the truth.
I actively demonstrate that a CEO is hands-on, involved, and deeply committed. Whether it’s engaging directly with teams, responding to customer needs, or navigating complex decisions, I make it a point to stay close to the work and the people doing it. For me, leadership is about influence and action—not just sitting at the top.
I believe that a strong leader listens as much as they speak. I’m constantly in conversation with my team—not just about what we’re doing, but why we’re doing it. Staying connected to the day-to-day helps me lead with empathy, make informed decisions, and ensure our strategy reflects what’s actually happening on the ground.
Leadership, at its core, is not about being the smartest person in the room—it’s about creating the right environment for others to thrive. Sometimes that means stepping in, sometimes it means stepping back, but it always means being present and accountable.
So yes, the myth of the distant CEO is just that—a myth. In today’s world, effective leadership means being visible, approachable, and engaged. And that’s exactly the kind of leader I strive to be.
TVA: As a woman, a mother and a CEO, how do you balance all these three key aspects of life?
BBA: Balancing life as a woman, a mother, and a CEO is definitely a journey—some days feel seamless, others are anything but. But what I’ve learned over time is that it’s not about striving for perfect balance every day. It’s about knowing what matters most in each moment and being present for it.
There are times when my role as a CEO takes the lead, and other moments when being a mother or simply being me takes priority. I’ve learned to give myself grace, to embrace flexibility, and to recognize that balance doesn’t always mean equal it means intentional.
Motherhood, for me, has been one of my greatest teachers. It’s taught me patience, empathy, and how to lead with heart—qualities that I bring to my role as a leader every day. At the same time, my career has given me resilience, confidence, and perspective, which I carry with me into my role as a mother and a woman navigating life.
I’m also a big believer in support systems. I’m grateful for my family, my team, and the people around me who make it possible to manage the demands of both work and home. I’ve learned that asking for help isn’t a weakness—it’s wisdom.
And while it can be challenging at times, it’s also incredibly rewarding. Each role feeds into the other and shapes who I am. So I try to show up with authenticity, to be present wherever I am, and to remind myself that I don’t have to be perfect—I just have to be real, committed, and kind to myself along.
TVA: “All work and no play, makes Jack a dull boy.” As such, what do you do for leisure and what are your hobbies?
BBA: Over time, I’ve come to understand that creating space for rest, joy, and renewal isn’t optional it’s essential. It allows me to show up fully, both as a leader and as a person.
Spending quality time with my siblings and children is one of my greatest joys. We especially love exploring Ghana together through inland tourism visiting historical landmarks, discovering natural gems, and immersing ourselves in the richness of our culture. Those shared experiences create lasting memories and keep us connected to our roots and to each other.
Beyond that, I intentionally make time for wellness body, spirit, and soul. Whether it’s a brisk walk or light exercise to clear my mind, quiet time for prayer and reflection, or simply listening to music that soothes the soul, these routines keep me grounded. They help me reset, stay centered, and move forward with clarity.
I also enjoy reading and journaling, especially materials on leadership, personal growth, and faith. These moments of stillness are often where I find the most clarity and inspiration.
At this stage of my life and career, I’ve learned that balance isn’t about doing everything at once it’s about being fully present in whatever I’m doing, whether that’s making a decision at work or laughing with my children on a weekend getaway. Those moments of joy, wellness, and connection are what keep me whole and what sustain my ability to lead with purpose.
TVA: With the benefit of hindsight, if you had the opportunity to right a wrong, what will it be? And how differently would you have approached it?
BBA: Hindsight teaches humility, and one thing I’ve come to appreciate is the power of intentionality especially when it comes to impact beyond the boardroom.
If I could go back, one thing I would do differently is invest more deliberately and earlier in mentorship programs, particularly for women and young girls in the industry. While I’ve always believed in empowering others, I now recognize how much earlier action could have changed more lives, opened more doors, and helped break down barriers even faster.
Early in my career, I was often focused on growth, delivery, and establishing myself—but I’ve learned that lifting others as you climb doesn’t have to wait. Mentorship isn’t something you do when you’ve “arrived”; it’s something that should be woven into the journey from the beginning.
That said, I also wouldn’t trade the lessons I’ve learned. Like many leaders, I’ve had to navigate the balance between doing and being, between driving results and nurturing people. Looking back, I might have paced myself better, allowed for more stillness, and embraced the value of asking for support sooner.
But every experience has shaped me. It’s made me more committed to being the kind of leader who not only achieves but amplifies others especially women through structured mentorship, guidance, and visibility. Because the greatest legacies are not built on titles or milestones they’re built on people, and the lives you help transform along the way.
TVA: What is your favorite meal and wine?
BBA: I enjoy chicken and avocado salad from Café Kwae, and I have a soft spot for anything pasta-related, it’s my go-to comfort food. As for wine or alcohol, I choose not to drink, and prefer to keep things fresh and wholesome with non-alcoholic options, mostly water.
TVA: What’s your favorite genre of music?
BBA: I naturally gravitate toward Gospel music, especially Twi and Nigerian Gospel. There’s something deeply uplifting about it. It feeds both my spirit and my mood. Whether I’m preparing for the day ahead or just needing a moment of calm, it creates the kind of atmosphere that brings me peace, strength, and joy. It’s more than music for me, it’s a source of encouragement and connection.
TVA: What would be your advice to young ladies aspiring to reach the C-Suite, especially in male-dominated sectors?
BBA: To every young woman aspiring to reach the C-Suite especially in male-dominated sectors, know that you belong at the table. Your presence, your perspective, and your voice are not only valuable, they are needed.
Be confident, persistent, and seek mentors who can guide you. Surround yourself with people who will not only challenge you to grow, but also remind you of your worth when doubt creeps in. Don’t be afraid to ask questions, take risks, or raise your hand for opportunities that stretch you. Growth often hides behind discomfort.
Embrace challenges as stepping stones, not setbacks. Every obstacle is a chance to build resilience, sharpen your skills, and grow in self-awareness. And never underestimate the power of your voice and vision. Male-dominated sectors need your leadership, your empathy, and your unique way of thinking.
Know that leadership isn’t about fitting a mold it’s about bringing your full self to the role and making space for others to do the same. Authenticity, courage, and emotional intelligence are powerful tools. Use them unapologetically.
And when you rise, remember to reach back. Lift other women, open doors, and help reshape the narrative, so the next generation doesn’t just aspire they believe they can.
You are more prepared than you think, and the path you’re carving will matter for you, and for many others.
TVA: When all is done and the curtains are drawn, what would you want to be remembered for as a legacy?
BBA: I want to be remembered as someone who led with purpose, stood for something meaningful, and left things better than I found them.
More than titles or accolades, I want to be remembered as a trailblazer who broke barriers, empowered others, and made a meaningful difference in the insurance industry and beyond; someone who helped shift perceptions, opened doors that had long been closed, and inspired generations of women to lead confidently, authentically, and without apology.
If my journey encourages even one young girl to believe in herself and pursue leadership, or if my work helped make insurance more inclusive and human-centered, then I’ll feel proud of the path I’ve walked.
Ultimately, I hope my legacy reflects a life of integrity, service, and impact where success wasn’t just measured by what I built, but by how many people I lifted along the way.