Hollard has introduced a refreshed brand positioning, “Hollard. Be More Sure”, building on its “Insure Your Unsure” campaign and placing greater emphasis on helping customers to navigate uncertainty.
Announced on 8 October 2026, the positioning reflects the group’s view that individuals and businesses need to understand and manage risks in an increasingly complex environment.
Hollard offers short-term insurance, life insurance, and investment products. Through Hollard International, the group operates in 10 African markets: South Africa, Botswana, Ghana, Lesotho, Mozambique, Namibia, Zambia, Kenya, Tanzania, and Uganda.
Hazel Chimhandamba (pictured), Hollard’s chief marketing officer, said the new positioning was based on the universal need for greater certainty when making decisions about personal finances, careers, and business.
“We’ve never believed in catastrophising insurance because of the meaningful role it plays in driving societal impact. Instead, we acknowledge that the world is changing faster than ever, bringing new opportunities, challenges, and risks,” she said.
Risks are increasingly interconnected
Hollard said risks were becoming more closely linked. Technology affects security, climate events influence infrastructure and supply chains, and economic pressures affect consumers and businesses.
The group said the positioning reflects its approach to considering these connections when developing insurance and risk management solutions. It also highlighted the role of brokers and other partners in helping customers understand and manage their exposure to risk.
“As a business, our strength lies in connecting the dots across risks that are increasingly linked. 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,” Chimhandamba said.
The positioning draws on the observation that people increasingly use search engines, artificial intelligence tools and digital platforms to find answers about their health, finances, families and businesses. Hollard views this search for information as an expression of the desire to make decisions with greater confidence.
Chimhandamba said the brand promise would need to be reflected in customers’ experiences with the group, rather than remain a marketing message.
“‘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 said.
She added that the group would need to keep pace with changing customer needs and emerging risks to remain relevant.
