Hollard unveils new brand image and expands in Africa

Willie Lategan, chairman and chief executive of the Hollard Group says : ‘’Hollard has been constantly seeking a better way to do insurance across diverse markets and specialist classes since it was founded in 1980, providing businesses and ordinary people with reliable and competitive solutions,‘’

‘’Today, through Hollard International (HINT), we have access to 10 markets across the continent. We also benefit from the global support of Tokio Marine.

‘We are an insurer with a long-term vision, we believe in partnerships and making an impact in the markets in which we operate. As we continue to drive growth in sub-Saharan Africa, through HINT, we believe in profitability through purpose, as well as enabling more people to create and secure a better future,’ he added.

Explaining the new brand repositioning, Hazel Chimhandamba, Hollard Group’s Head of Marketing, says it will give impetus to the company’s goal of leveraging its relationships with intermediaries, retailers and strategic partners.

The brand repositioning aims to strengthen the capabilities of its intermediaries to better serve the end customer. He added that human engagement remains crucial to increasing the adoption and penetration of insurance among its target segments.

‘Insurance is the great unknown and our new brand campaign is designed to encourage our customers to boldly step into this great unknown.

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‘As a brand, we are challenging the extractive practices of insurance. Insurance is generally catastrophised and we believe that for insurance to be accessible, it needs to be positioned differently,’ explains.

‘At the heart of our brand repositioning, which will be defined by the Insure your unsure campaign slogan, we are looking to reinvigorate our brand by removing the insurance doom and gloom and bringing a little levity – after all, we take what we do seriously, without taking ourselves too seriously,’ added Chimhandamba.

Hollard Group, through HINT, has established access in several African countries, including Mozambique, Namibia, Botswana, Ghana, Zambia, Lesotho, Kenya, Uganda and Tanzania, offering a wide range of short- and long-term insurance solutions.