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Hollard Insurance Group has unveiled plans to reposition its brand.
Source: Supplied. Hazel Chimhandamba, Chief Marketing Officer, Hollard Group
Willie Lategan, CEO of Hollard Group, said: “Since its founding in 1980, Hollard has been committed to seeking better insurance business across every market and specialty category, providing reliable and competitive solutions for businesses and the general public.”
“Today, we are present in 10 markets on the African continent through Hollard International (HINT). We also have the global support of Tokio Marine.
“We are an insurer with a long-term vision and we believe in partnership and making an impact in the markets we operate in. As we continue to drive growth in Sub-Saharan Africa with HINT, we believe in driving profit through purpose and empowering more people to create and secure a better future,” he added.
Explaining the new brand positioning, Hollard Group Chief Marketing Officer Hazel Chimhandamba said it would advance the company’s goal of leveraging relationships with intermediaries, retailers and strategic partners.
The repositioning is focused on empowering intermediaries to better serve end customers. Chimhandamba added that human interaction remains crucial to increase insurance uptake and penetration among target groups.
“Insurance involves uncharted territory and our new brand campaign is designed to encourage our customers to take a brave step into the unknown.
“As a brand, we challenge predatory insurance practices. Insurance is often catastrophic and our view is that to make insurance accessible, it needs to be positioned differently,” she said.
“The core of our brand repositioning will be defined by the activity revenue line Insuring against uncertaintywe hope to reinvigorate our brand by dispelling the pessimism in the insurance industry and bringing some levity – after all, we take what we do seriously but don’t take ourselves too seriously,” says Chimhandamba.
Through HINT, the Hollard Group has established business channels in several African countries including Mozambique, Namibia, Botswana, Ghana, Zambia, Lesotho, Kenya, Uganda and Tanzania, providing a wide range of short-term and long-term insurance solutions.
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