Hollard unveils new brand strategy

Hollard Insurance Group, the largest privately-owned insurance company in South Africa, has announced plans to reposition its brand to strengthen its market presence and enhance customer engagement. Since its founding in 1980, Hollard has focused on delivering innovative insurance solutions across various markets and specialized categories, catering to both businesses and individuals.

The new brand strategy, led by Hollard Group Chief Marketing Officer Hazel Chimhandamba, aims to leverage Hollard’s strong relationships with intermediaries, retailers, and strategic partners. This repositioning centers on empowering intermediaries to better serve customers, emphasizing human-to-human engagement to drive insurance adoption and penetration in key segments.

The campaign, branded with the payoff line “Insure your unsure,” seeks to shift the perception of insurance away from fear-based messaging and instead promote a more approachable and positive view. This effort aligns with Hollard’s philosophy of challenging traditional, extractive insurance practices and making insurance more accessible and relatable.

Through its international arm, Hollard International (HINT), the company has expanded its footprint to 10 markets across sub-Saharan Africa, including Mozambique, Namibia, Botswana, Ghana, Zambia, Lesotho, Kenya, Uganda, and Tanzania. Supported by global partner Tokio Marine, Hollard continues to focus on driving growth through purpose and impact, offering a wide range of short- and long-term insurance solutions across these regions.