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.
most valued
Insurance provider.
Our Prime values
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.
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.
With Prime, what you see is what you get.
We always aim to be friendly, empathetic and supportive when our clients need us most.
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!
Our journey to now
Highlights on our road to becoming the most valued South African car insurer
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
What our own Prime people have to say...
