As South Africans, we understand the importance of heritage. It’s about where we come from, what we stand for, and how we carry our values forward into the future. At Prime South Africa, our heritage is no different. Our journey from Prime Meridian Direct (PMD) to Prime South Africa over the past 15 years is a story of growth, dedication, and a deep commitment to serving you, the drivers of this incredible country.
Journey with us as we look back at our heritage.
The beginning: our roots as PMD
When we first launched under the name Prime Meridian Direct (PMD) in 2009, we had one clear mission: to make quality motor insurance affordable and accessible to all South Africans. The insurance landscape was challenging for many, and we knew something had to change. That’s where PMD stepped in, offering insurance solutions that were not just about coverage but about peace of mind.
As our CEO Stuart Benfield recalls, “Since our launch in 2009, PMD has always been a brand and business about ordinary people. It entered the market with a mission to provide affordable, quality alternative motor insurance products to the many South Africans who simply could not afford traditional comprehensive motor insurance.”
A strategic shift
Fast forward to 2019, and we realised it was time for PMD to grow. We boldly decided to move into the mainstream comprehensive motor insurance market.
This wasn’t just a change in products but a shift in how we saw our role in your lives. We knew we needed to offer more coverage, value, and trust to continue serving you well. This strategic shift was a clear sign of our commitment to meeting your evolving needs.
Stuart explains this pivotal moment perfectly. “In 2019, we took the strategic decision to expand the business’s horizons and move beyond the niche that we had created into the mainstream comprehensive motor insurance market… This was the inflexion point for the business, recognising that we will have to work a great deal harder to be relevant, to be seen, and to be trusted as a brand worth considering when it comes to making such an important decision.”
The 2024 rebrand
With growth comes change, and in our case, revitalising our branding and name to make it more aligned with who we are today.
However, this rebrand wasn’t just a change in name. Instead, it was a reaffirmation of our mission and dedication to our clients. “Prime” isn’t just about being the best car insurer – though we certainly strive for that – it’s about being the best for you.
“And so, the idea of allowing our clients to live hope-filled lives because of their partnership and relationship with us was always something that excited us the most and is the very essence of Prime… It means the best for you. That really excites us, and that’s our mission for the future,” explains Stuart.
Raising the bar
Alongside our new branding and name, we’ve rolled out a new next-gen website, client self-service portal, and mobile apps. And although we’re stepping into the future with self-service and digital solutions, our clients can rest assured that we’ll always keep that personal touch.
So, whether you prefer to speak to a person on the phone or want to do everything by yourself online in minutes, the choice is yours.
Our unchanging foundation
Much like South Africa celebrates its rich and diverse heritage every September, we at Prime celebrate the values that have guided us from the beginning. Quality, affordability, and trust are more than just words to us – they’re the foundation of everything we do. We believe in offering insurance that not only meets your needs but does so fairly and transparently.
We know that trust (especially in the insurance industry) needs to be earned. And that’s why we’re committed to being there for you, just as we have been for the last 15 years and will continue to be in the years to come.
“Something we’ve always believed internally is that insurance is one of the most underrated financial technologies out there. And when it works, it’s such a phenomenally powerful mechanism for sparing individuals from financial ruin and hardship. So that’s something we’ve always truly been passionate about – providing quality, affordable cover and being there when they need us the most,” explains Stuart.
An ever-evolving brand
Although our core values and foundation remain unchanged, we also realise that our clients’ needs and the world we live in continually evolve, so we’re committed to listening and transitioning with these.
“We’re excited to operate in the South African market and to make our country better for ordinary people. And we feel that the move to Prime sums that up beautifully and is a sort of ‘coming of age’ that will carry us into the decades ahead,” adds Stuart.
Get car insurance today
As we celebrate Heritage Day this September, we invite you to reflect on your own journey and the values that matter most to you. At Prime, we’re proud of our heritage and excited about the future.
Look no further if you’re looking for car insurance built on trust, quality, and affordability. Get your quote today, and let Prime provide you with the best insurance coverage for your journey.
