Monrovia, Liberia – In a groundbreaking effort to adapt to Liberia’s growing digital landscape, SAAR Insurance Liberia Inc. has officially launched its new technology-driven service, “SAAR Auto Express,” a platform that promises to revolutionize how Liberians register their cars, motorbikes, and tricycles (popularly known as kekehs).
The platform was launched Friday in Monrovia under the inspiring theme: “No Stress. No Waiting.”
Speaking at the ceremony, William Femee Kotee, Head of Marketing, Production, and Brokerage at SAAR Insurance, highlighted the challenges many Liberians face when trying to secure vehicle insurance. Long lines, time-consuming processes, and transportation costs have made registration difficult for vehicle owners.
“With SAAR Auto Express, we are bringing insurance services directly to the people,” Kotee declared. “Liberians can now sit in the comfort of their homes, take a photo of their vehicle, and send the documents through WhatsApp. Within a short time, their insurance certificate will be processed and delivered free of charge.”
The system, according to him, is not only user-friendly but also designed to respond to modern realities, where speed and convenience are essential.
One of the platform’s most innovative features is its doorstep delivery system. Once customers complete their registration through the platform, SAAR Insurance ensures that official certificates are delivered to their homes or offices anywhere in Liberia.
Kotee revealed that the service also extends internationally, making it easier for Liberians in the diaspora or cross-border traders to access and verify their insurance coverage.
The launch has already attracted attention from commercial drivers, kekeh operators, and motorbike riders—many of whom spend hours standing in line at insurance offices.
By embracing mobile technology, SAAR is expected to ease pressure on transport unions and improve compliance with insurance regulations nationwide.
Founded on December 19, 2014, SAAR Insurance Liberia Inc. has steadily grown into one of the country’s most trusted providers of life and non-life insurance. Branded as a “tank of security,” the company prides itself on offering world-class African insurance services tailored to the needs of Liberians.
From personal policies to corporate solutions, SAAR Insurance has consistently expanded its portfolio across Liberia and the continent. The launch of SAAR Auto Express signals a new chapter in the company’s push to blend African excellence with modern technology.
The digital initiative also aligns with Liberia’s broader movement toward e-services in both public and private sectors. With internet access and smartphone usage steadily increasing, SAAR is seizing the opportunity to make insurance accessible to a wider population, including young entrepreneurs and everyday transport operators.
“Insurance is no longer a luxury; it’s a necessity,” Kotee stressed. “Our role is to remove the barriers so that more Liberians can benefit from secure, reliable coverage.”
SAAR Insurance officials encouraged vehicle owners, riders, and operators across the country to take advantage of the new platform, noting that it not only saves time but also reduces exposure to accidents, risks, and unnecessary fines.
The launch ended with strong applause from invited guests, industry stakeholders, and transport operators who praised the company’s forward-thinking innovation.
With SAAR Auto Express now in place, Liberia joins the ranks of African nations adopting digital-first insurance services a move many say will strengthen safety, compliance, and efficiency in the country’s transport sector.
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