"To be the trusted financial service firm in Ghana."

"To become the preferred financial services provider, trusted partner, and provider of innovative financial solutions for growing and protecting wealth of our customers and shareholders."

To penetrate the life insurance market and gain a share of 4% by 2017.
To maintain an Average year-on-year growth rate of at least 80% in order to achieve our market objective.
To be the premier financial service firm in Ghana in the development and delivery of life insurance products by 2017.
To maximize shareholders wealth through prudent management of corporate resources.

RELIABILITY: We pledge to honor our commitments to our customers and to persevere in continually improving our products and services to provide for their needs. We have earned the trust and confidence of the insuring public and we shall at all times, conduct ourselves worthy of such trust

EXCELLENCE: We are passionately committed to operational excellence, leading in the markets we serve, and being known as a great company and a great place to work in. We are determined to be the best, putting our hearts and mind at doing what matters most.

TEAMWORK: We blend the strength of each individual's skills and knowledge, and hold ourselves mutually accountable to ultimately achieving our common goals. We work together effectively and selflessly, treating each other with dignity, mutual regard, kindness and courtesy at all times.

INTEGRITY: We shall uphold uprightness and moral wholeness in all our transactions and interactions. We are honest and truthful and we do things right. We take pride in our work and always act with professionalism.

EMPATHY: We are intensely focused on creating the most positive experience for our clients, always seeking to understand their feelings and perspective with unbiased consideration and regard for their needs. We shall serve them with heart, warmth, caring, and reassurance.