Africa continues to offer significant potential for future investment. Sustainable economic expansion and demographic transformation are making the insurance market more attractive, particularly in Sub-Saharan Africa. As the industry rides the wave of growth in this second fastest growing region in the World, the scale of opportunity is compelling. Low market penetration is giving way to rising consumer demand and new technologies. In this shifting landscape, is organic growth a greater priority than mergers and acquisitions (M&A) or new products.