Tony van Niekerk, COVER
For 24 years, KEU has been synonymous with personalised service in the niche world of entertainment insurance.
Denise Hattingh and Iola Edmayr, the dynamic duo behind the company, have built a brand that not only serves its market but deeply connects with it. As KEU embarks on a refreshed journey in 2025, their story embodies resilience, innovation, and the power of personal relationships.
Beginnings in a Brave New Space – In 2001, when Denise founded KEU (originally Kaleidoscope Entertainment and Underwriters), UMAs were still a nascent concept in South Africa. With reinsurers retreating from the entertainment insurance market, Denise took a bold leap into the unknown.
“When you’re in your 20s, things seem easier,” Denise recalls. “You’re more courageous, and you don’t dwell on consequences.” Starting KEU was a whirlwind of creating a company structure, developing a logo, and retyping policy wordings. Operating out of her home with a single phone and fax line, Denise relied on her existing broker relationships and the trust of her sole reinsurer.
“The early days were about survival and ensuring continuity in the South African entertainment market,” she explains. KEU’s mission was clear: to provide local solutions for a market that would otherwise have had to rely on international insurers.
Building Credibility – The road to credibility was not without challenges. As a fledgling UMA, KEU faced skepticism from brokers and clients who questioned its stability and backing. It took three to four years to establish itself as a reliable and credible player in the market. Legislative changes in the South African insurance landscape proved instrumental in cementing KEU’s reputation.
Expertise makes it possible
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“Compliance standards ensured that UMAs were held to the same rigorous standards as insurers,” Denise notes. “This helped us demonstrate that what we promised on paper was what we delivered in reality.” Over time, KEU’s agility and ability to adapt quickly to market changes became its defining strength.
The Personal Touch – One of KEU’s hallmarks is its deeply personal approach to business. “This is a niche product,” Iola emphasises. “Each risk is unique, whether it’s a film shoot, an event with aerial artists, or a liability claim that might arise years later.”
Maintaining this personal connection is no small feat in an increasingly digital world. KEU’s strategy has been to balance technological advancements with human interaction. While the company has developed a broker portal for instant quotes, Denise and Iola remain available for personal consultations. “It’s about ensuring brokers feel comfortable with their decisions,” Iola explains. “Liability claims can have long tails, so we’re always here to provide the guidance they need.”
Evolving with the Market – KEU’s adaptability extends to its products and branding. The company’s recent refresh includes a revamped website, and digital tools designed to streamline processes for brokers. “We’re creating animation videos and interactive content to make our offerings more accessible,” Iola shares. “These tools cater to a new generation of clients who prefer quick, visual explanations.”
Despite the digital push, KEU remains committed to its core values. “Our business is about people,” Iola says. “We work with people to help them achieve their goals, and that’s what sets us apart.”
Looking Ahead – As KEU prepares for its January 2025 relaunch, Denise and Iola are optimistic about the future. “The entertainment industry is constantly evolving, and we’re evolving with it,” Denise states. Whether adapting to legislative changes or addressing new market needs, KEU continues to deliver tailored, comprehensive solutions.
The company’s personal approach remains its cornerstone. “We’ve worked hard to build a brand that’s more than just a corporate entity,” Iola reflects. “It’s about the relationships we’ve nurtured over two decades.”
KEU’s journey is a refreshing story of courage, adaptability, and a relentless focus on serving its niche market. As the company steps into a new chapter, it does so with a firm commitment to blending innovation with personal connection.