Santam Celebrates 106 Years with a Bold Brand Repositioning

Santam proudly marked its 106th year in the insurance industry, by unveiling a bold new brand repositioning that aligns with the strategic vision: "Living in the moment, not in the worry."

At the core of this transformation is our commitment to putting clients at the heart of everything we do. This fresh approach is designed to empower clients, helping them protect their assets and feel secure against life's uncertainties — all captured in our new brand promise, "This is Freedom."

By leveraging advanced data, analytics, and invaluable client feedback, there is now a deeper understanding of our clients’ needs and expectations, informing our ongoing commitment to becoming a ‘future-fit’ brand, while our refreshed identity guides us in enhancing our products and services.

Our renewed focus ensures that Santam continues to evolve and grow across various segments, making our offerings more accessible through a variety of platforms for both new and existing clients.

While our messaging has evolved, our core values remain unchanged: technical excellence, exceptional talent, and cost efficiency. These principles continue to guide our efforts as we strive to meet the needs of our clients.

As we look ahead, Santam is dedicated to remaining the trusted choice for South Africans seeking reliable short-term insurance solutions. Together, we are building a brand that adapts to the changing landscape while prioritising what matters most — our clients.

Click here to watch our CEO’s message on our brand refresh and join us on this exciting journey. At Santam, we believe in living in the moment, free from worry.