Innovating Insurance: Danny Collins Discusses X’S Sures Beginnings

COVER’s Tony sits down with Danny Collins, Founder and CEO of X'S Sure, to explore the origin, evolution, and future of a business that has spent 20 years redefining value-added insurance products in South Africa.

Danny recounts how X'S Sure began in 2004 when he encountered a client who, despite doing everything “right” according to her insurance policy, was left out of pocket after her vehicle was stolen. The industry promise to “put you in the same position as before the loss” simply wasn’t being upheld, and Danny recognised a profound gap. That insight sparked the creation of one of South Africa’s earliest excess-insurance products, followed by a growing range of policies designed to cover the areas where underlying insurance stops.

He describes the early years as tough, brokers and administrators were sceptical, and adoption was slow. But as claims experience grew, so did industry belief in the model. Over time, X'S Sure became one of the oldest and most trusted VAP providers in the country, even as hundreds of competitors entered the space, often copying their wording and products.

Danny speaks openly about loss of books to in-house imitations, the importance of reinventing continuously, and why service, more than product, is the foundation of X'S Sure’s staying power. A strong internal culture, long-serving staff, and a deeply relationship-driven approach keep the company competitive in a market where IP cannot be protected and innovation is quickly replicated.

He also offers a teaser of major developments underway, new partnerships, new technology, and new growth pathways, designed to prepare X'S Sure for the next 20 years.

This episode is essential listening for anyone interested in insurance innovation, entrepreneurship, broker relationships, and building a resilient, service-driven business.