Sanlam Retail Mass is accelerating its growth in South Africa’s retail mass market by advancing the integration of Assupol, the insurer it acquired in 2024, into a single platform designed to drive scale and deeper market penetration.
The newly launched “Plan for Funeral, and for Life” campaign, a client-focused initiative that highlights the importance of planning for both life’s celebrations and its unexpected challenges, marks the first unified market-facing initiative post-acquisition.
For customers, this integration brings dual servicing, making it easier to access advice and products in one location, rather than traveling between different offices. This move reinforces accessibility and convenience by bringing the business closer to the customer. Complementing this, digital platforms now provide 24/7 access to policy details, claims processes, and financial planning resources—enhancing rather than replacing the adviser-led model.
The campaign underscores Sanlam’s commitment to helping households navigate both immediate needs and long-term financial goals. With rising inflation pushing funeral costs higher, the initiative ensures cover keeps pace with real-life expenses, from transportation and catering to memorial services. Advisers work alongside families to help them plan with dignity and confidence.
While primarily a client engagement drive, the campaign also signals Sanlam’s intent to consolidate its leadership in funeral cover, a cornerstone of the mass market, while expanding into long-term savings and life solutions. By aligning short-term protection with broader financial planning, Sanlam aims to shift client behaviour from single-product use to lifelong financial engagement.
This integration is reshaping Sanlam’s position in one of South Africa’s most competitive and resilient insurance segments. It combines Sanlam’s financial strength, product range, and digital innovation with Assupol’s trusted community presence and distribution reach—unlocking growth among millions of under-served households.
“We are helping clients plan with clarity and confidence. By combining our strengths with Assupol’s trusted relationships, we are creating a sustainable model for inclusive financial growth.”
Bongani Madikiza, CEO of Sanlam Retail Mass, explains:
Progress is already evident across distribution, operations, and adviser support. Assupol’s extensive footprint is enabling cross-selling of Sanlam’s full suite of savings, insurance, retirement, and healthcare solutions. Operational alignment of IT systems, branch networks, and adviser tools is boosting efficiency, while expanded training and product portfolios strengthen adviser capability.
The “Plan for Funeral, and for Life” campaign builds on this momentum. With funeral cover continuing to be one of the most in-demand products in South Africa, Sanlam is strategically positioning itself to transition clients into savings, retirement, and healthcare solutions—driving both financial inclusion and long-term profitability.
“This is a growth strategy. We are combining trusted community reach with institutional scale to ensure more households can plan with clarity and confidence, while Sanlam strengthens its future earnings base.”
Madikiza concludes:
