In a recent interview, I had the pleasure of speaking with Nondumiso Mabece from Santam, about their exciting new campaign and how it is transforming the way they engage with their clients. Tony Van Niekerk.
This conversation illustrated the insurance industry’s evolving landscape and how Santam is taking bold steps to ensure they remain a trusted partner for their clients. Their new slogan, “Live in the moment, not in the worry,” perfectly captures the spirit of this transformation.
The Importance of Personal Relationships in Insurance
One of the key themes that emerged from my discussion with Nondumiso was the importance of establishing strong, transparent relationships between brokers and clients. In an industry often perceived as complicated and impersonal, Santam is committed to breaking down these barriers by making insurance more accessible and easier to understand.
Nondumiso emphasised the crucial role brokers play in the insurance process, serving as a bridge between Santam and their clients. “The interaction with a broker is so important,” she explained. “It allows clients to sit down and discuss their needs, from home contents and vehicle insurance to other assets. Having that relationship with a broker ensures that clients have a clear understanding of what their insurance policies entail.”
Brokers play a vital role in demystifying insurance for clients, especially when it comes to complex documents filled with technical jargon. Santam recognises that the average person can easily get lost in translation, and that’s where the broker steps in—to simplify things and provide clarity. This ensures that clients not only understand what their policies cover but also know what they need to do from a risk management perspective, such as securing their homes or maintaining their properties.
The New Campaign: ‘Live in the Moment, Not in the Worry’
Santam’s latest campaign, centered around the slogan “Live in the moment, not in the worry,” reflects the company’s commitment to helping clients experience life without the constant anxiety of what could go wrong. Nondumiso shared that this campaign is about encouraging people to embrace the freedom to seize every day, knowing that they have the protection and security they need.
The campaign features a range of advertisements that will be broadcast across various media platforms, including television, radio, digital media, and billboards. What is particularly exciting is that the campaign will be available in multiple languages, such as Afrikaans, Zulu, Sotho, and Xhosa, making it more inclusive and accessible to South Africa’s diverse population.
One of the standout advertisements showcases a farmer who is initially anxious about an impending storm and the potential damage it could cause to his crops. However, he soon realizes that he’s at his daughter’s wedding, surrounded by family and friends, and decides to be present in that moment rather than worrying about what is happening back at the farm. This ad perfectly embodies the message that Santam wants to convey—insurance is there to provide peace of mind so that clients can focus on what truly matters.
Another advertisement in the campaign focuses on small businesses, which are the backbone of the South African economy. These ads highlight how Santam is there to support and protect small businesses, ensuring that entrepreneurs can concentrate on growing their ventures without being weighed down by the fear of potential risks.
Farming with the sun or the land?
Pick an insurer that understands both.
Farming looks very different today. Shouldn’t your insurance too?
As a market leader with over 105 years of experience and a nationwide infrastructure, you can count on Santam to adapt to whatever comes next
To find out more about our agriculture insurance, speak to your intermediary or visit santam.co.za/products/agriculture.
Santam is an authorised financial services provider (FSP 3416),
a licensed non-life insurer and controlling company for its group companies.
The Role of Technology and Innovation in Santam’s Transformation
Nondumiso also touched on the exciting changes happening within Santam as part of this transformation. While the new campaign is a significant step forward, there is also a focus on enhancing technology and innovation within the organisation. This dual approach ensures that Santam remains a forward-thinking company that not only understands its clients’ needs but also offers modern, efficient solutions to meet those needs.
The shift towards digital media and advertising, for instance, reflects Santam’s understanding of how today’s consumers interact with brands. By reaching clients through various channels, including radio, television, digital platforms, and billboards, Santam ensures that their message resonates with a wider audience.
“We’re looking at billboards, digital media, and a full advertising campaign that will run for several months,” Nondumiso shared. “It’s not just about the adverts themselves but about showcasing how Santam is evolving to meet the needs of our clients in a rapidly changing world.”
Transparency and Simplicity: Key Elements of Santam’s Approach
A recurring theme throughout our conversation was the emphasis on transparency and simplicity. Insurance can be a complex and often intimidating subject for many people, which is why Santam aims to make the process as straightforward as possible.
Nondumiso explained that part of Santam’s strategy is to remove the “veil” that often exists between insurers and clients, making it easier for clients to understand their coverage and what they can do to manage their risks effectively. This approach not only fosters trust but also empowers clients to make informed decisions about their insurance needs.
“For example, if your home is covered, what does that entail? What do we need you to do from a risk management perspective?” Nondumiso elaborated. “It could be something as simple as ensuring your gutters are clear to prevent water damage. Our brokers help clients understand these aspects so that there are no surprises when it comes to their coverage.”
During our discussion, Nondumiso highlighted the importance of supporting small businesses and the agricultural sector, which are both vital to South Africa’s economy. Santam’s campaign underscores its commitment to being there for small business owners, helping them navigate the uncertainties of running a business by providing comprehensive insurance solutions.
By offering tailored policies and guidance, Santam enables these entrepreneurs to focus on growing their businesses, knowing they have a reliable partner to fall back on when things don’t go as planned.
Similarly, the advertisement targeting farmers serves as a reminder that Santam understands the unique challenges faced by those in the agricultural sector. In a country where weather patterns can be unpredictable and the impact of climate change is increasingly felt, having an insurance provider that truly understands these risks is invaluable.
Living in the Moment, With Peace of Mind
As our interview drew to a close, Nondumiso reflected on the significance of Santam’s new positioning. “We want our clients to have the freedom to seize every day, to live in the moment without the constant worry of what might happen. That is the kind of freedom that Santam is here to protect,” she said.
This message is both powerful and timely, particularly in a world where uncertainty has become a constant in our lives. Whether it is protecting homes, businesses, or farms, Santam’s mission is to provide the reassurance that comes from knowing that you are covered, no matter what.
My conversation with Nondumiso Mabece revealed how Santam is not only evolving as an insurance provider but also redefining what it means to be a trusted partner in safeguarding what matters most to their clients. By focusing on transparency, simplicity, and a deep understanding of their clients’ needs, Santam is encouraging everyone to “live in the moment, not in the worry.”
Whether you are an individual, a small business owner, or a farmer, Santam’s message is the same: they are here to help you seize every moment, with the freedom and security you deserve.