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Previously Prime Meridian Direct (PMD) Prime Meridian Direct

About us - the Prime story

Our mission

To protect our clients and enable them to live hope-filled lives, reshaping our industry by delivering the best possible insurance with Humanity, Simplicity and Compassion.

Our vision

To become South Africa’s
most valued
Insurance provider.

Our mission

To protect our clients and enable them to live hope-filled lives, reshaping our industry by delivering the best possible insurance with Humanity, Simplicity and Compassion.

Our Vision

To become South Africa’s
most valued
Insurance provider

What we stand for...

Our Prime values

  • IconValues_A We’re
    humble
We recognise that we're imperfect and a work in progress. We're quick to own our mistakes and are grateful to be of help to our clients.
  • IconValues_B We’re human
We’re humans first and professionals second. We want our clients to feel valued and understood – because to us, you’re not just a number.
  • IconValues_C We’re authentic
With Prime, what you see is what you get.
  • IconValues_D We’re compassionate
We always aim to be friendly, empathetic and supportive when our clients need us most.
  • IconValues_E We’re innovative
We’re constantly looking for new and creative ways to make things simpler, more convenient and reassuring.

Want to join our Prime team?

We'd love to meet you!

Careers
Get in touch

Our journey to now

Highlights on our road to becoming the most valued South African car insurer

2009
2013
2019
Now
The Future
More than 70% of South African motorists simply cannot afford traditional comprehensive car insurance. In response to this serious market need, Prime was born in 2009 with the launch of its MotorTHRIFT policy. Prime MotorTHRIFT was a highly affordable alternative that offered meaningful cover to South Africa’s less affluent motorists.
Prime responds yet again with another industry first, its Prime Motor CoverGROW policy – an even more innovative and affordable solution for South Africa’s many unserved motorists.
Prime launches its comprehensive motor offering with a unique 24-month premium guarantee and reduce-to-zero excess.
PMD has become Prime! Nearly a decade and a half later, Prime has protected and uplifted hundreds of thousands of South Africa’s motorists. During this time, we have matured into SA’s only specialist motor insurance provider whose products now cover the complete spectrum of risk and cater to every motor insurance need from budget all the way up to fully comprehensive cover. The Prime Protect Package with free value-adding benefits has been launched.
Prime aims to become a dominant player in the South African motor insurance space but equally looks forward to offering its clients new and exciting products and reward offerings. Watch this space!

Prime's heart

We believe in paying it forward and rejoice in partnering with St Mary’s Children's Home for orphaned children, hoping to make a positive impact on their lives

We love to make a difference.

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We love to serve!

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Building hope, moving mountains

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We love to inspire!

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We love to go above and beyond...

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Innovators at Heart

What our own Prime people have to say...

I’ve been part of PMD and its growth to Prime SA. I am very excited to have played my part and contributing as much as I possibly can for us to reach this level. We are entering the league of the big boys. Looking forward to what the future holds and pushing to be number 1, the very best Insurance company in SA. This means more!
Sherwin
It means to be part of something bigger than just an insurance company but rather a company aiming to change the status quo.
Bronwyn
It is home, it is the place where I have dedicated my working life to bring success to myself and my family.
David
It means being part of a winning team, a relentless team that is committed to achieving excellent customer experience consistently.
Avela
“Working at Prime means that I get to interact with amazing people, where I get to help shape the environment and their mindset to help them win in life. Seeing people’s lives change and watching them grow means the world to me.”
Lebo
Working at Prime means that you’re able to be part of a growing space where innovation should be encouraged and welcomed.
Safeeya
I feel proud to be a member of Prime SA. I am happy to be able to say that I am a part of a company that is restoring faith amongst South Africans and to be able to help the people who have lost an important part of their daily lives.
Ane
This was my first opportunity to work in a corporate environment and the company opened up the possibility for me to learn and grow in ways that I never imagined, seeing potential in me. The company has helped equip me with leadership skills and knowledge and guided me through personal development to become a Prime Leader.
Lesley
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Prime Meridian House, Bryanston Gate Office Park, 170 Curzon Road (Cnr Main Road and Homestead Ave) Bryanston, Johannesburg, 2021

Prime SA is an Authorised Financial Services Provider, FSP 41040. Policy benefits underwritten by Santam Structured Insurance Limited, a Licenced Non-Life insurer
and Authorised Financial Services Provider, FSP 1027. Administered by PrimaryAsset Administrative Services (Pty) Ltd. Authorised Financial Services Provider. FSP 3920. Terms and Conditions apply.
Prime SA is a member of the Direct Marketing Association of South Africa. ©2024

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