Lindiwe Gumede, Chief Marketing Officer, Metropolitan
Over the past few years, the insurance industry has undergone a significant shift, one that extends beyond just digital adoption or regulatory compliance.
The COVID-19 pandemic, and the socioeconomic realities that followed, fundamentally changed the way consumers engage with financial services. At Metropolitan, these shifts inspired us to rethink not only how we communicate, but more importantly, why we communicate.
Shifting consumer needs – For many South Africans, COVID-19 was a wake-up call. Families experienced loss, financial distress, and emotional strain, often compounded by confusion over insurance benefits and policy exclusions. Suddenly, the fine print mattered more than ever, and unfortunately, many only came to understand it during a claim, when emotions were already high.
This highlighted a longstanding challenge: the complexity of insurance language and the perceived opacity of policy structures. At Metropolitan, it prompted us to double down on clarity. We committed to transforming our communications to be more relatable, digestible, and empathetic, ensuring our clients do not only understand their policies at claims stage, but from the moment they sign up.
Purpose-led communication – Today’s consumers want more than just functional products, they want to connect with brands that are purpose-driven. The myth that insurers exist only to collect premiums and avoid claims has eroded trust in our industry. But when we show up in communities with real, impactful initiatives, that narrative starts to change.
One initiative I am particularly proud of is our Metropolitan Collective Shapers programme. Focused on youth empowerment, this initiative provides young entrepreneurs with business and practical skills, mentoring, and support to grow their ventures. Many of these businesses go on to create employment in their communities, addressing youth unemployment at its root. This is how we live our brand purpose: by empowering communities to grow economically and sustainably.
Digital transformation with a human touch – During the pandemic, we had to pivot quickly. Face-to-face engagement disappeared overnight. That led us to launch several digital-first tools, including WhatsApp self-service capabilities. Whether clients need to update beneficiaries, check policy details, or even submit a claim, they can now do so via a platform they are already familiar with.
This was not just a tech upgrade. It was about meeting our clients where they are, reducing friction, and making access to services more equitable. In fact, in some instances, we have managed to process and pay valid funeral claims in just 30 minutes. That is the kind of agility and compassion that clients need when they are most vulnerable.
In a world overwhelmed by misinformation, disinformation, and sensationalist content, reaching consumers with serious and important financial messages is increasingly difficult. Our response has been to simplify, humanise, and entertain, without diluting credibility.
We launched content series like #UnjargonTheJargon on our social media platforms, where we ask ordinary South Africans to define terms like “body repatriation.” The answers are often humorous, but they reveal a core truth: industry terminology is a barrier to understanding. Through this series, we explain policies and terms in ways that resonate with real people.
We also collaborate with trusted partners, psychologists, financial planners, and accredited advisors, to deliver campaigns like We Start Stronger. The goal is to help clients understand the psychological side of money and how emotional baggage affects financial decisions. From there, we build tailored financial plans that are both empowering and practical.
Responsibility and trust – Financial well-being is not just a product outcome, it is a human responsibility. As insurers, we have a role to play in educating people about debt, savings, and intergenerational planning. For example, our online Debt Calculator helps users understand the true cost of borrowing, empowering them to make more informed choices.
We are also championing uncomfortable, but necessary, conversations. Talking to family members about wills, funeral arrangements, and repatriation benefits is often taboo. Yet these are the very discussions that could prevent future heartache, financial strain, and family conflict. Metropolitan not only offers these services, but we also actively educate and encourage our clients to engage in such planning.
Restoring trust, one claim at a time – The truth is that trust in the industry remains fragile. People remember the few claims that are not paid, often without understanding why. That is why we lead with transparency. For instance, we proudly share that 92% of our valid claims are paid within 24 hours. The remaining 8% are typically delayed due to fraud investigations or missing documentation, not malice or inefficiency.
Restoring trust means explaining these nuances, engaging in ongoing dialogue, and being available through every channel, digital, branch, or broker. It also means continuously improving based on feedback and being unafraid to course correct.
At Metropolitan, our mission is to enable South Africans to achieve their financial goals, not only through products but through partnership, education, and empathy. The shift in marketing is not about louder ads or flashier content, it is about deeper connection, purposeful action, and unwavering commitment to the people we serve.
Because at the end of the day, we do not just sell policies. We help families plan for their futures, businesses empower their communities, and individuals build legacies. And that, to me, is marketing with meaning.