Living in the Moment

Santam, South Africa’s trusted name in insurance, has undergone a significant brand refresh, with a new slogan: “This is Freedom. Live in the moment, not in the worry." Moving away from the traditional focus on fear and potential risks, Santam’s new positioning offers a message of empowerment. Customers are encouraged to live in the moment, secure in the knowledge that their insurance provides the freedom to seize every day, without the constant burden of worry.  

Nondumiso Mabece, head of brand and Santam Insurance fills us in on the brand refresh.

At the heart of this transformation is a commitment to maintaining the reliability of "Insurance good and proper," a cornerstone of Santam’s reputation. However, the emphasis has shifted to showing how insurance enables continuity for individuals and businesses alike. Whether it’s protecting a family home, ensuring a vehicle is covered, or safeguarding a company’s assets, Santam aims to streamline processes, saving clients valuable time.

Risk management remains a core aspect of Santam’s business, with the company proactively guiding customers to mitigate potential issues before they happen. Simple advice, like ensuring gutters are clear before rainy seasons, empowers clients to reduce risks on their own. This client-focused approach helps prevent claims and ensures smoother interactions when insurance is required.

Brokers remain essential in this refreshed approach. They provide valuable face-to-face relationships with clients, helping them navigate insurance policies and make well-informed decisions. Santam’s rebrand highlights the importance of transparency, encouraging brokers to simplify complex insurance terms and foster open communication.

Ultimately, Santam’s “This is Freedom” campaign represents a shift from fear to freedom, giving customers the confidence and peace of mind to focus on their personal and professional lives, knowing that their insurance needs are well taken care of.

Key Points

New Slogan: "This is Freedom"

• Emphasises living in the moment without worrying about risks.

• Represents a shift from traditional fear-based insurance messaging.

Commitment to "Insurance good and proper"

• Santam continues to offer reliable, high-quality insurance products.

• Focuses on enabling clients to secure their assets with ease.

Customer Empowerment

• Santam responds to feedback by simplifying processes and saving clients time.

• Insurance provides continuity for individuals and businesses, ensuring they can recover quickly from unexpected events.

Risk Management

• Still central to Santam's approach, with proactive advice for clients on how to minimise risks.

• Encourages clients to take small steps to reduce the need for claims.

Role of Brokers

• Brokers play a key role in providing transparent, personalised advice.

• Santam encourages brokers to simplify insurance language and communicate openly with clients.