After 90 years of being a market leader in the Ghanaian finance and insurance sector, the Enterprise Group has unveiled its new identity at a colourful event on Tuesday. The rebranding is part of the company’s efforts to reposition its business as a diversified financial services group in Ghana and beyond. The Enterprise Group has over the years carved a niche for itself in the financial and insurance sectors due to its remarkable track record in the country. It is therefore hoping that the new image will give its clients “the needed advantage,” over other companies. The rebranding means that the various subsidiaries of the Enterprise Group will from now onwards be known as follows: Enterprise Insurance (General Business insurers), Enterprise Life (Life insurers), Enterprise Trustees (Pension management), Enterprise Properties (Real estate investments) and Enterprise Funeral Service (Funeral, burial and related services). George Otoo, Chief Executive Officer of the Enterprise Group explained to Myjoyonline.com in an interview after the launch the rationale behind the rebranding. “Our business in the past almost 90 years has been insurance and the reason for creating Enterprise Group is to diversify into other businesses and so this brand is to link our objective, our strategy of diversification and growth to a common identity that we want create across all our subsidiaries,” he said. He added that: “The essence of this is to create one identity no matter which business we are in so that customers will have that stamp of assurance that it is Enterprise that they are dealing with.”