Insurance is one of the world's earliest and most established industries.

It is also an industry that has been slow to change, especially in South Africa, with many companies still relying on outdated marketing channels.

It was an industry that had not seen any real innovation in a long time, until dotsure.co.za decided to disrupt that status quo. The company chose to shake up the insurance industry with an innovative approach to how insurance should be sold and serviced.

Adopting this new approach did not stop at revolutionising the industry, it also proved to be highly effective. So much so that all the major players have since adopted it.

In this article, we’ll share exactly how they did it.

 

“We thought: Let’s go digital!”

In 2011, dotsure.co.za became the first insurer in SA to launch 100% online car insurance. Making it possible for consumers to quote, buy, and manage their car insurance online at their convenience.

While this concept was ahead of its time in South Africa, other international markets had already begun to incorporate digital strategies into their insurance process. “We knew this uncharted territory was worth exploring because it would benefit the customer in the long run and change the face of the industry over time,” shared Dotsure Limited Chief Operating Officer David Roache.

Having observed the market and industry very closely, the company found that the process of quoting and buying insurance in South Africa was arduous and cumbersome for the customer. Going digital equipped them with critical insights that allowed them to establish and enhance their capabilities while staying ahead of companies with greater resources, but not necessarily the proper focus or capabilities. Most importantly, it would help to simplify the insurance process and make it easier for all South Africans to protect the things they care about the most.

 

Many firsts for Dotsure Limited

“By introducing South Africa’s first-ever 100% online motor insurance, we became early adopters of digital car insurance, and positioned ourselves as innovators and pioneers in the insurance industry,” added Roache.

Dotsure Limited was also the first insurer to use telematics to determine car insurance premiums based on a customer’s individual driving behaviour.

In addition to that, dotsure.co.za was first out of the gates to introduce the “name your price” approach to insurance, which allows a customer to dictate what premium they can afford to pay and then build the cover around that price.

 

5 things you didn't know about Dotsure Limited

One glance at the leaping bunny logo and it’s easy to infer an association with pet insurance, but here are 5 facts you may not know:

1. dotsure.co.za launched in 2011.

In a quest to provide customers with the best service possible, they launched dotsure.co.za as the first 100% online car insurance provider.

2. The bunny came before the pet insurance product.

Before selling pet insurance, the group comprised of several companies, including Oakhurst and Dotsure. Ace, the bunny, was born with the dotsure.co.za brand in 2011 when the group amalgamated the 2 brands into one direct insurance brand. That was 4 years before their pet insurance offering.

3. The head office is in George.

You are probably wondering why George. It was two things according to Roache:

  • “We identified George as a growth area showing a rapid increase in economic activity.
  • George also had excellent academic institutions, which gave us access to a wealth of talent.”

This proved to be a wise commercial choice.

4. Not only pet insurers.

Although the brand is best known as a pet insurer, dotsure.co.za has been doing personal and commercial lines for much longer and is widely considered an expert in these disciplines.

5. International brand!

The brand is part of an insurance group with a presence in 5 countries:

  • South Africa
  • Australia
  • New Zealand
  • United States
  • Israel

 

Dotsure Limited’s goal is to become a leading international insurer by simply living up to their promises.

1. Creating Fans:

  • Delivering unsurpassed levels of service excellence.
  • Providing award-winning insurance products.
  • Fully embracing technology.
  • Providing clear, effective, and solid cover at the most affordable rates.

 2. Soft Landings:

  • Staying true to their commitment to uplifting their communities.
  • Honouring their customer’s claims.
  • Being a great place to work for their employees.

 3. Simplicity:

  • Continually innovating.
  • Facilitating less paperwork and more customer control through their 24/7 Manage Portal.
  • Providing clear and effective communication that resonates with their audience.

“We want to challenge legacy brands and Goliaths in the industry by setting new standards of customer service and being the driving force behind bringing costs down for the consumer,” Roach said in closing.

He also shared that the company’s mission is to be the fastest, most cost-effective, and customer-friendly insurance company, not just in South Africa but in the world. After all, if you don’t have big dreams, you can’t do big things.