Hollard has dropped the “Insure Your Unsure” campaign line it launched two years ago and replaced it with a new brand positioning, “Be More Sure”, according to a company announcement published on Bizcommunity on 12 October 2026. Hollard says the shift is meant to move the insurer from selling cover to helping people and businesses understand the risks they face and make decisions with more confidence.
The details below come from Hollard’s own statement, so they are the company’s account of its plans, not independently confirmed results. The insurer has not published any targets, budgets or customer figures for the new positioning.
What Hollard says has changed
The new promise builds on “Insure Your Unsure”, which Hollard launched in 2024. In the press release that accompanied that launch, Group Chief Marketing Officer Hazel Chimhandamba said the campaign was designed to encourage customers to step boldly into “the great unknown”, and that the brand challenges “extractive insurance practices”. She said the aim was to take the doom and gloom out of insurance and add some levity.
The refreshed positioning keeps the idea of uncertainty but frames it differently. Hollard says uncertainty is inevitable, and that people and businesses can be better equipped to deal with it. The company says its role goes beyond paying claims: it wants to help customers understand risk before they commit to a decision.
“We’ve never believed in catastrophising insurance because of the meaningful role it plays in driving societal impact,” Chimhandamba said in the announcement. “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.”
Connected risks and the search for answers
Hollard says the platform draws on how people look for information. The announcement notes that people increasingly turn to search engines, AI tools and digital platforms for answers about their health, finances, families, businesses and plans. Hollard reads those searches as a sign that people want to feel more certain about their choices.
The insurer also describes an approach built around how risks overlap. Technology can affect security, climate events can disrupt infrastructure and supply chains, and economic pressures can weigh on both households and businesses. By combining its insurance expertise with risk management and prevention capabilities, Hollard says it aims to help customers understand, anticipate and manage those linked risks. Its network of brokers and partners also has a role in helping customers find relevant solutions.
“As a business, our strength lies in connecting the dots across risks that are increasingly linked,” Chimhandamba said. “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.”
A promise, not only a slogan
Hollard says the new positioning is intended to shape the wider customer experience and not function only as a marketing tagline. Chimhandamba said staying relevant means understanding how customer and business needs are changing, and spotting emerging risks and opportunities.
“Be More Sure is not only our campaign tagline,” she said. “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.” The company’s stated ambition is to deepen its relevance in the markets it serves, strengthen partnerships and keep adapting its solutions to changing customer needs.
The announcement does not say what concrete products, tools or broker training will accompany the line. Whether “Be More Sure” amounts to more than a change of wording will depend on what Hollard puts behind it.
Who Hollard is and where the brand stands
Hollard describes itself as the largest privately owned insurance company in South Africa, and says it was founded in 1980. Through Hollard International, the group operates in 10 African markets: South Africa, Botswana, Ghana, Lesotho, Mozambique, Namibia, Zambia, Kenya, Tanzania and Uganda. Hollard says the refreshed positioning supports its broader ambition to create value for people and businesses across the continent as the environment becomes more complex. It adds that the new brand promise accepts that uncertainty cannot be removed entirely.
The rebrand follows a strong showing in an independent brand ranking. According to Cover, Hollard rose 47 places in the Brand Finance South Africa 100 for 2026, from 69th to 22nd overall, and ranks third among South African insurance brands. The report does not credit the rise to a single campaign. Chimhandamba attributed it to a long-term strategy that combines customer experience, broker and partner relationships, reputation management and the insurer’s impact on society.
“Trust is not a soft metric. It is a business asset,” she told Cover. She also said the company’s focus over the past two years has been on making insurance “more relevant and easier to connect with”, and that the ranking “is not an end destination”.
Source: Bizcommunity.
