Previously Prime Meridian Direct (PMD) Prime Meridian Direct

Meet Prime South Africa, formerly PMD

Meet Prime South Africa, formerly PMD: what’s changed?

The same Prime Meridian Direct (PMD) you know and love is now going by the name Prime South Africa. Why the rebrand, and what has changed? We give you an overview of why this exciting new look and feel will make clients’ lives easier.

It’s in The Name

Since our launch in 2009, we’ve always been focused on providing quality, affordable car insurance to ordinary South Africans. And today, 15 years later, this core mission has not changed.

However, we did realise that we needed to work harder to remain relevant, be seen, and show up as a trusted brand that’s worth considering when it comes to making such an important decision as choosing a car insurance provider.

The name Prime Meridian Direct has always been a bit of a mouthful, whereas PMD did not exactly explain who we are. But now, Prime, which means ‘the best’, describes exactly what we want for you – the best quality, affordable cover to help you live a hope-filled life.

To channel our proudly South African roots and show that we serve Mzansi’s unique needs, the name Prime South Africa made sense. We further wanted to bring this message across by giving our logo and brand elements a makeover that’s more modern.

The first touchpoint

A website is the face of your brand, and since this is the first touchpoint for many of our clients, we wanted to make sure our new Prime website is easy to understand and navigate.

We’ve kept all the important bits familiar, so you know where to claim and access your important links and documents. However, we’ve made it more visually appealing, user-friendly, and the content easier to understand.

After all, at Prime, we strive to be simple, compassionate, and professional, making car insurance easy to understand and more accessible to South African drivers.

Fresh portal and app

Once you become part of our Prime Family, you’ll keep your portal logins and app close. These two house your policy document, emergency numbers, and many, many more useful tools you need to reach us, access help, and make your claims.

We’ve gone through the portal and app experience with you in mind and tried to make it simpler, faster, and just better for you to use.

But wait, there’s more

Why stop at refining the existing if we can give you even more value at the same time? Well, our team put their heads together and came up with a brand-new offering – our Prime Protect app.

This new app is your safety companion that ensures peace of mind wherever you go. It includes free Accidental Cover that provides financial relief to your loved ones if you pass away in a car accident, as well as a Passenger Protect benefit that offers private medical treatment to passengers injured in your vehicle. We also added our Road Accident Fund cover, which assists you with expert advice for injured drivers when claiming from the RAF.

Furthermore, you get exclusive savings with a lower excess fee, always-on automatic accident alerts and 24/7 emergency assistance anytime and anywhere.

You can download this app, which is available to all Prime policyholders, on Google Play or the Apple Store.

Affordable car insurance designed by South Africans for South Africans

Our core vision of being South Africa’s most valued insurer remains the same. We’ll continue to bring you the authentic, easy-to-understand, and reliable service you deserve.

Although we’ve got some exciting new ways to do everything you need online, from getting your quote to activating your cover, and claiming, we also feel it’s important to give you the alternative option of speaking to a real human being.

After all, car insurance is a personal thing, as you want to rest assured that your provider will be there for you in the event of a car accident or other emergency that you’re covered for.

Building a reputation you can trust

Car insurance is one of the most important financial decisions you make. And it’s a decision that should be done with much thought. Our clients understand that they don’t have to compromise on quality to get the peace of mind they deserve on the road.

We’re very proud of our staff and their consistent positive reviews coming in on Hellopeter. Their hard work has secured us a 4.63/5 score, with over 19,388 reviews, a 10 TrustIndex rating, and a 68 Net Promoter Score (very likely), ranking fourth overall in car insurance.

You can go check it out for yourself on our Hellopeter profile.

Curious how Prime South Africa compares to your current premium?

With benefits unique to Prime South Africa, we’re proud to bring affordable yet reliable car insurance cover to South Africans.

Some of our benefits include a reduce-to-zero* premium, which means that your premium will reduce every month you don’t claim until it reaches zero. Our unique Growing Cover benefit gives you cover for smaller accidents every month you don’t claim, Accidental Death Benefit pays out R10,000 to your family if you pass away unexpectedly in a car accident, and Passenger Protect gives you and your passengers private hospital treatment if injured in an accident. Terms and conditions apply.

Get an obligation-free quote online today, and see how you can make room in your budget for the things you love. We can’t wait to welcome you to the Prime Family!

Check out our rebrand

Go to to see our new website and branding, as well as visit our social media channels on Facebook, Instagram, LinkedIn and YouTube. You can read more about our rebrand in this press release.

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