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Danny Collins on leadership, longevity, and the power of partnership

XS Sure CEO Danny Collins shares insights on building a resilient insurance business through trust, innovation, and enduring broker partnerships.
Written by
Danny Collins
Published on
November 13, 2025
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In a recent discussion with COVER, Danny Collins, Founder and CEO of XS Sure, reflected on more than two decades of building a niche insurance business that has become synonymous with service, innovation, and trust.

As we spoke, it was clear that Danny’s philosophy of leadership is deeply intertwined with entrepreneurship, a blend of persistence, intuition, and the kind of personal relationships that withstand time and market shifts.

The secret to staying in the game - When asked how XS Sure has managed to thrive for over 20 years, Danny didn’t hesitate. “Service, service, and service!” he said. “We form personal relationships with our brokers, and we communicate with them all the time. We’re true to our word, and our brokers will be the first to testify to this.”

It’s an approach that feels almost old-fashioned in today’s world of automation and algorithms, but for Danny, it’s precisely what has set XS Sure apart. “We form partnerships and we pay claims when we receive premiums. What more can our brokers ask of us?” he added.

This consistency of service, combined with deep trust built over years, is the cornerstone of the company’s resilience. In an industry where reputation is everything, Danny believes the personal touch still wins the day.

Leading through innovation - But staying relevant also means evolving. “My team is very attentive to what the markets are looking for,” Danny explained. “We have monthly meetings to discuss new products and improvements to existing ones. We also listen to our brokers’ problems, and we come up with solutions.”

That open feedback loop has been critical to maintaining a culture of innovation. XS Sure is currently investing heavily in new technology, a move Danny describes as both exciting and necessary. “Technology is developing rapidly in the industry. If you don’t embrace it, you’ll be done. This is an area XS Sure is heavily investing in right now,” he said, hinting that more will be revealed in the coming months.

The motivation behind this digital drive is clear: efficiency. “We work with large volumes and mostly smaller premiums, so we need to make things easier for our brokers,” he explained. “The systems in use across the industry are old and not very agile. We’re looking at how to bring new technology into these environments.”

When pressed about their technology journey, Danny laughed: “Ask me again in six months!”

“Twenty years in this business have taught me that trust, service, and enduring partnerships are the real differentiators in insurance.”

Danny Collins
Founder and CEO of XS Sure

Making excess cover essential - Turning to XS Sure’s core business, Danny painted a vivid picture of how the excess market has evolved, and why it’s more critical than ever. “Excesses were designed to make clients share in the risk,” he said. “But these days, the excesses are so big that clients can no longer afford the losses.”

With vehicle write-offs or theft losses reaching millions of rand, many clients are left exposed. “Some excesses are over R100,000,” Danny noted. “Our clients pay for tracking devices, alarms, and immobilisers, but crime continues. For a small monthly premium, they can insure their excess and avoid being out of pocket when something goes wrong.”

He calls excess insurance “a necessity, not a luxury.” The math makes sense, R125 per month for R30,000 excess cover, but the underlying philosophy is about financial security and peace of mind.

Broker partnerships that endure - For brokers, the opportunity is clear. “Twenty years ago, vehicle prices and excesses were low,” Danny recalled. “Now, percentage-based excesses have changed the game. Motor excess cover is a no-brainer, and we’re also seeing major growth in body corporate and geyser excess cover.”

What makes XS Sure a preferred partner, however, is its selective and long-term approach. “We don’t open agencies left, right, and center,” said Danny. “We expect loyalty, just as we give it. Our partners can rely on us to come to the rescue when things go wrong.”

Training, too, is a big part of the equation. “Our sessions are intense, but they work. After training, our brokers sell the correct products at the correct premiums.”

Staying true to what works - As we wrapped up, Danny reflected on the future of XS Sure with characteristic focus. “We’ll never go into general insurance,” he said firmly. “There’s a lane and a space for everyone. Stick to what you’re good at.”

The company recently expanded its footprint with a new Western Cape branch in George, reinforcing its commitment to proximity and relationships. “You still build trust over a cup of coffee,” Danny concluded. “That’s how partnerships grow.”

In an era of disruption and digital speed, Danny Collins’ leadership reminds us that true entrepreneurship isn’t about chasing trends, it’s about knowing your values, serving your clients, and never losing the human touch that started it all.

20 Years of Covering the Gaps That Matter

At X’S Sure, we believe insurance should feel lighter. That’s why, for two decades, we’ve been specialising in Value-Added Products (VAPS) that remove the unexpected excess burden — on vehicles, buildings, and contents. Our solutions are designed to give clients peace of mind when life happens. With our trusted broker network and direct client division, we’ve built a reputation for being innovative, reliable, and always one step ahead.

XS Sure (Pty) Ltd is an authorised financial service provider, FSP number 21101.

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