The Enterprise Group Limited on Tuesday unveiled a new identity with the title ‘the horse invasion’ to reposition its business as a diversified financial services group.

With the new identity, the Enterprise Group has unified its diverse range of businesses under a single brand identity and introduced new services like pensions management and real estate investment.

Mr George Otoo, Chief Executive Officer of Enterprise Group Limited said, since it started its operations in 1924 as a royal exchange assurance, the company has proven itself to be dynamic and has undergone a number of changes in response to the needs of its existing and potential clients.

He said one of such significant changes took place in 2010, when the Board of the company was given the mandate by the shareholders to restructure into a holding company and transform the business into financial services.

“This resulted in the creation of Enterprise Group Limited, which was listed on the Ghana Stock Exchange in the place of Enterprise Insurance and became the holding company for Enterprise Insurance, Enterprise Life, Enterprise Trustees and Enterprise Properties”, he explained.

He said the restructuring has given the Enterprise Group, the strategic and financial flexibility necessary to diversify into financial and other services which have the potential to create more value to all stakeholders in the company.

“With subsidiaries in insurance, real estate, pensions and a few others to come, we are placing ourselves in the unique position to provide the full spectrum of services from the cradle to the grave”, he assured.

Mr Otoo said the new identity would embody the vision and mission as well as the core values of the Group including friendliness, trust, reliability, excellence and professionalism.

Mr K.S Yamoah, Managing Director of the Ghana Stock Exchange (GSE) commended the Enterprise Group for its new identity, saying that, it is living up to its name by being enterprising.

He said, the Enterprise Group has achieved a lot and as a general insurer in 1990, it subsequently separated life insurance into another business, and has progressively transformed itself into a diversified financial services group.

“These are very obvious growth landmarks and also an illustration of what Ghanaian-owned businesses should strive for”, he said.

He said the role of the GSE is to facilitate the growth of businesses by bringing eligible companies and securities to the market to raise the needed funds for expansion and derive better price discovery for their shareholders.

He said the GSE has a renewed interest in seeing Ghanaian owned businesses come to the market and raise funds for their long term growth and sustainability.

The new logo unveiled by Enterprise Group was the ‘Thoroughbred Horse’, a breed of horse which according to Mr Otoo is best known for its agility, speed and spirit, adding that, its identity is infused with the traits of the thoroughbred horse which is the epitome of excellence.