Tony Van Niekerk
The insurance landscape is constantly evolving, and niche markets such as adventure vehicle insurance and classic car coverage are proving to be areas of significant growth.
Cross Country, underwriting on behalf of Renasa Insurance Company, has positioned itself as a market leader in these segments, offering more than just standard insurance policies—it provides clients with a seamless and specialised experience that aligns with their lifestyle choices.
In a recent discussion with Ian Georgeson from Cross Country, we explored how their offerings have expanded, their strategic approach to classic cars, and how their passion for adventure insurance has led to the creation of new and unique products.
A Legacy of adventure and innovation – For over 25 years, Cross Country has been a pioneer in the niche insurance space, originally focusing on 4×4 insurance and adventure vehicle coverage. The company has built a reputation for exceptional service and tailor-made policies that go beyond basic coverage. Their approach has always been about enhancing brand loyalty while supporting broker partnerships, ensuring clients not only get insurance but also an experience that aligns with their lifestyle.
“Our motto is ‘Take us with you,’” says Ian Georgeson. “We don’t just insure vehicles, we protect adventures, passions, and the lifestyle that goes with them.”
This approach has allowed Cross Country to grow its portfolio significantly, expanding beyond just 4x4s to cater to classic cars, classic motorcycles, and even hunting and outdoor lifestyle coverage.
Entering the classic car market – The move into classic car insurance came through an introduction from Brian Martin at Renasa, an avid classic car enthusiast himself. Recognising an opportunity to diversify their offerings, Cross Country embarked on this journey approximately 10 years ago, creating a product that catered specifically to the needs of classic car owners.
“There are five or six companies in the market that cover classic cars,” Georgeson explains, “but we saw a chance to do something different by expanding the product to include unique features that add real value to the client.”
Cross Country’s agreed value model sets it apart. Unlike standard car insurance, where a vehicle depreciates over time, classic cars often increase in value. Cross Country ensures that these vehicles are insured based on a pre-agreed valuation, offering peace of mind to collectors and enthusiasts.
Building expertise in classic car insurance – Entering the classic car market was not an overnight process. Cross Country built its expertise from scratch, relying on partnerships with brokers and classic car clubs to refine its offerings.
Unlike regular cars, classic vehicles are often used sparingly—sometimes only a few times a year for events or exhibitions. This lower usage profile significantly reduces the risk associated with insuring them.
“Most classic car owners are extremely careful with their vehicles,” Georgeson notes. “They take pride in them, store them properly, and only drive them on special occasions. This makes them a low-risk category for insurers.”
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Expanding into classic motorcycles – Another growing segment within Cross Country’s portfolio is classic motorcycle insurance. While this market is smaller, there is a strong demand for specialised coverage for vintage bikes.
“Collectors are just as passionate about motorcycles as they are about cars,” Georgeson says. “We’ve seen owners with up to 10 motorcycles, each with its own unique history and value.”
Much like classic cars, these motorcycles are typically driven infrequently, making them low-risk assets. Cross Country applies the same agreed value model to these classic motorcycles, ensuring that owners receive the correct valuation in the event of a claim.
A Broker-driven market – Cross Country’s approach to insurance remains firmly rooted in broker partnerships. All business is sourced through brokers, with some specializing specifically in classic vehicles and adventure insurance.
“Our brokers are our strongest asset,” Georgeson emphasises. “Many of them are members of classic car and motorcycle clubs, which gives them direct access to the right clientele. Their passion for these vehicles helps build trust and credibility within these communities.”
Brokers often integrate classic car policies into broader personal insurance packages, adding them as policy extensions for existing clients. This approach simplifies the process for policyholders and ensures that all their assets are insured under one provider.
What sets Cross Country apart? – Cross Country differentiates itself through unique product offerings that cater to the needs of enthusiasts. Some of the standout features include:
- Cross-Border Coverage: Many 4×4 owners travel beyond South Africa to countries such as Zimbabwe, Botswana, Namibia, and Lesotho. Cross Country ensures that clients have repatriation support in case of breakdowns or accidents.
- Classic Car Breakdown Assistance: A key feature of their classic car insurance is dedicated roadside assistance and repatriation services. If a vintage vehicle breaks down, specialised transport is arranged to return it safely to its owner.
- Adventure Lifestyle Coverage: Cross Country has expanded into covering hunting equipment, camping gear, fishing gear and even hunting dogs. Their unique “Field and Stream” policy covers everything related to outdoor and adventure lifestyles.
- Medical Repatriation: Whether for a 4×4 expedition or a hunting trip, Cross Country offers world-class medical evacuation services in case of emergencies.
These additional layers of protection go beyond standard insurance, providing comprehensive lifestyle coverage that ensures clients are supported in every aspect of their adventures.
Growing the market through word of mouth – One of the most effective growth strategies for Cross Country has been word-of-mouth referrals. Brokers who specialise in classic vehicles and adventure insurance actively engage with niche communities, promoting the brand through car clubs, 4×4 groups, and outdoor enthusiast networks.
“There’s no better marketing than a satisfied client recommending our services to others,” Georgeson states. “When you have a broker who is also a member of a classic car or 4×4 club, it creates instant credibility and drives business naturally.”
The future of niche insurance – As Cross Country continues to expand, the focus remains on lifestyle-driven insurance solutions. The company is looking beyond just vehicles and into comprehensive lifestyle coverage, ensuring that every aspect of a client’s passion—be it 4×4 adventures, classic car collections, or hunting expeditions—is fully protected.
“We’re not just insuring assets; we are ensuring experiences,” Georgeson concludes. “That’s what sets us apart.”
With its deep-rooted expertise, strong broker partnerships, and commitment to going beyond traditional insurance models, Cross Country is a reliable partner in South Africa’s niche insurance market.