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About PMD

PMD is a direct marketing financial services business focussed on personal lines products in the motor, life and health insurance markets. Based in the heart of Bryanston and overlooking the Sandton skyline, PMD operates from a modern and capacious head office that is centrally well-located but conveniently detached from the traffic and congestion of the Sandton CBD.

Launched in 2009, PMD is part of a wider financial services group that was first established in 2002 by Dr. Brian Benfield – who is also the founder of Clientele Life Limited (A JSE listed life insurance company). Dr Benfield currently plays a non-executive role in the group. PMD presently has a diverse staff compliment of just over 300 “Prime” people all dedicated to its unique mission. The PMD team is presently headed up by Stuart Benfield, a qualified Chartered Accountant CA(SA) and Fellow of the Insurance Institute of South Africa (FIISA). Stuart has been with the group since 2006. Stuart is supported by highly qualified and competent executive and senior management teams.

Where did it all begin?

In 2009 we realised that there was a tremendous need for affordable motor insurance in South Africa, with the vast majority of South African motorists opting to drive uninsured. With this information, we created our Total Loss motor insurance range as an affordable and viable alternative to traditional comprehensive insurance products. Since 2009 our range of products has developed and evolved to suit a wide range of needs and budgets. Our products include personal and car insurance products designed to cover major risks at an affordable price point. In 2013 we re-looked at how traditional insurance products worked and why this model did not cater for millions of ordinary South Africans. This led to the development of our Covergrow range of products that we believe is a fresh way of bringing the uninsured under cover at rates they can afford. Who knows what the future holds…but we believe it’s Insured!

PRIME Staff Development

Great vision without great people is irrelevant

Prime Meridian Direct prides itself on providing an innovative and hard-working environment that caters to the need of ambitious, career-driven individuals.

From day one, PRIME People are received into our family with a welcome kit, which includes in-depth training and on-the-job insight into our innovative processes and systems. No PRIME goal is achieved by individuals alone. It takes an entire team united behind a common cause.

We work hard, we laugh a lot, we meet often and we bring together the widest variety of incredible people you will ever have the pleasure of working with.

Training Culture

At PMD we are serious about personal success and development, and that is why we have developed a world-class induction programme as well as custom-built, blended learning which helps to continually strengthen the skills of all our PRIME Staff. Below are some of our internal development programmes:

Induction Programme &
Vision 2020 Training
Prime Leadership Academy
Elearning Courses & Tests

Get an insurance quote in under 5 minutes or buy online

Car insurance is a must before you get behind the wheel. We’ve made it easy to quote and buy online.

We’ve made it easy to get a quote online
  • Get a quick, accurate, and personalised quote
  • Enjoy fixed premiums if you remain claim free
  • Reduce to Zero excess
Prefer to speak with one of our New Business Professionals?
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Buy your car insurance online today!
  • Buy your car insurance in 7 easy steps
  • Enjoy affordable premiums that never increase
  • No excess payments if you claim
  • Everything is done online – it’s as easy as 1,2,3
Prefer to speak with one of our New Business Professionals?
We’ll call you back!