Launched recently, the new brand promise builds on the insurer’s Insure Your Unsure<./i> campaign, positioning Hollard as a partner that helps customers understand risk, make informed decisions and plan for the future.
The refreshed positioning is based on the idea that while uncertainty is inevitable, people and businesses can be better equipped to navigate it. Hollard says its role extends beyond providing insurance cover to helping customers understand the risks they face and make decisions with greater confidence.
“We’ve never believed in catastrophising insurance because of the meaningful role it plays in driving societal impact,” says Hazel Chimhandamba, chief marketing officer at Hollard.
“Instead, we acknowledge that the world is changing faster than ever, bringing new opportunities, challenges and risks. Whether you’re running a business, pursuing your career aspirations or simply planning for the future, the need for certainty is universal.”
The new platform draws on the everyday search for answers, with people increasingly turning to search engines, AI tools and digital platforms for information about their health, finances, families, businesses and plans.
Hollard believes these searches reflect a common desire to feel more certain about the decisions people make and the challenges they may face.
Its approach centres on understanding how different risks intersect. Technology can affect security, climate events can disrupt infrastructure and supply chains, and economic pressures can influence both households and businesses.
By combining insurance expertise with risk management and prevention capabilities, Hollard aims to help customers better understand, anticipate and manage these interconnected risks.
Its network of brokers and partners also plays a role in helping customers access relevant solutions and navigate their options.
“As a business, our strength lies in connecting the dots across risks that are increasingly linked,” says Chimhandamba.
“Our ability to see the bigger picture enables us to provide more holistic and proactive risk management solutions. That is what Be More Sure. represents.”
The new positioning is intended to inform the wider customer experience, rather than function solely as a marketing tagline.
Chimhandamba says remaining relevant requires the business to understand how customer and business needs are evolving, while identifying emerging risks and opportunities to create value.
"Be More Sure’ is not only our campaign tagline. It is a commitment that should be reflected in every experience customers and businesses, brokers and partners have with Hollard, from the solutions we offer to the way we show up and deliver on our brand promise,” she says.
The company’s ambition is to deepen its relevance in the markets it serves, strengthen partnerships and continue adapting its solutions to changing customer needs.
Through Hollard International, the group operates across 10 African markets: South Africa, Botswana, Ghana, Lesotho, Mozambique, Namibia, Zambia, Kenya, Tanzania and Uganda.
Hollard says its refreshed brand positioning supports its broader ambition to create value for people and businesses across the continent as they navigate an increasingly complex environment.
While the new brand promise acknowledges that uncertainty cannot be removed entirely, Hollard is positioning its role around helping customers understand what lies ahead and approach decisions with greater confidence.
