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African Finance Business - AFB GHANA, one of the leading consumer finance companies in Ghana has introduced a Credit life Product for its over 50,000 customers. This new product has been introduced in Partnership with Enterprise Life Assurance Company-ELAC. The new AFB Bancassurance product covers all Loans AFB grants to its customers and protects them and their family in an event of accidental death or permanent disability. In an interview with the Head of Sales & Marketing, Mr. Eugene Hoggar, he expressed that �AFB�s commitment to empower Ghanaians through responsible lending has translated into the various products and services that have been introduced in recent times.� Mr. Hoggar further added that �we have a broader plan to introduce more Bancassurance products in the near future. This is because of our unrelenting desire to make life easier for our customers and to emphasise on how insurance is key when it comes to the security of our customers and their families. He mentioned that AFB Ghana, as a non bank financial institution with presence in over 23 locations in all ten regions across the country has a great vision of giving their customers better value. The introduction of the Bancassurance is intended to enhance the customer value proposition as well as reduce customer�s risk profile. Barely Seven months ago, AFB introduced a Reward Gold Card onto the market which was the first of its kind in the industry. The AFB Reward Gold card offers AFB customers a minimum of 5% discount on purchases at selected Melcom shops. The same card offers Free GHC 2,000.00 insurance cover in event of accidental death of the customer. The card has the �Hello Doctor� mobile platform which offers free health advice to all AFB customers. AFB GHANA is part of the AFB Group which undertakes consumer finance operations in Kenya, Mauritius, Zambia and South Africa.