SA-based short-term insurer Santam announces a brand repositioning

South African short-term insurer Santam has announced a strategic brand repositioning that will see the business refresh its positioning in line with a new brand concept, ‘Living in the moment, not in the worry’. 

Nondumiso Mabece, Head of Brand at Santam, says this is the first step into a new era for the 106-year-old insurer, and heralds a fresh approach to insurance. 

The new strategy will see Santam championing short-term insurance as an enabler for people to feel free and seize the day, to live without fear or worry, and to live liberally – knowing the things that support their lives and livelihoods are properly protected. 

Provide people with a sense of security 

“Our role as a leader in insurance is to provide the sense of security that people need to grow, to make moves, to dream big and to plan bigger, no matter what life throws your way,” explains Mabece. 

“Knowing that the valuable things you own – whether that be your home’s contents, your business’s equipment or your personal belongings – are protected against the unexpected is what people need to focus on. Our new slogan, ‘This is Freedom’, captures this important message.” 

The next few months will see the rollout of the repositioning strategy as the insurer aims to strengthen it market leadership position, the company says in a statement. 

“Even though Santam has cemented a legacy and is widely regarded as one of South Africa’s most recognisable household names in insurance, this doesn’t mean Santam is a legacy brand. In fact, the exact opposite is true,” notes Mabece. 

“Leaning on our advanced data and analytics capabilities, we now understand more about South African customers than we ever have – including what they expect from an insurer and how we can best serve their needs.”