Auto & General Insurance

What Auto & General Insurance does

Auto & General Insurance Company Limited is a privately held South African insurance provider founded in 1985 and headquartered in Johannesburg. Operating as a subsidiary of Telesure Investment Holdings (TIH), the company offers a multi-line insurance portfolio spanning car insurance (comprehensive, third-party fire and theft, third-party only), home insurance (buildings, contents, portable possessions), life and funeral cover, pet insurance, and an extensive business insurance suite covering small business, public liability, commercial vehicle, hospitality, body corporate, business assets, directors and officers, professional indemnity, and events liability. Distribution is omnichannel, combining direct-to-consumer digital self-service (an online quote portal, the MyPolicy management platform, and a 24/7 mobile app), inside sales via phone, and an established broker network for the business insurance book.

Underlying technology is a digital insurance platform with online policy management and automated claims processing that auto-settles 50% of claims without manual intervention. The company's revenue model is subscription-recurring, collecting monthly premiums on month-to-month policies with no long-term contracts, supplemented by value-added products (VAPs) such as Cash Back Plus (a claim-free rewards program that has returned R260 million+ to 32,492+ business customers over five years), Biz Assist support services for SMEs, promotional Ruby Deals discounts, and pet insurance. The Flexicare health insurance product, launched in 2023 through a partnership with Discovery Health and Clicks, represents the most recent vertical extension.

Customer segments span individual vehicle owners (primary), homeowners and renters, families seeking life/funeral cover, and small-to-medium enterprises. Geographically, the company serves South Africa (HQ and primary market) with international operations in Singapore and Australia. The firm employs between 1,001 and 5,000 people and is not publicly traded or externally equity-funded; growth and product expansion have been funded organically.

Name

Auto & General Insurance

Legal name

Auto and General Insurance Company Limited

Website

https://autogen.co.za

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Auto & General Insurance is a privately held South African insurer, founded in 1985 and part of Telesure Investment Holdings, providing car, home, life, pet, and business insurance products to individual consumers and SMEs through digital self-service, phone, and broker channels.

Ownership category

akta.pro rank

Product category

Short-term Personal and Commercial Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Life, Health, and Medical Insurance Carriers (52411), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industries

Commercial Auto & Fleet Insurance (FSAJAMAB), General Liability Insurance (FSAJAMAE), General Liability Insurance (FSAJAKAD)

Keywords

• Short-term insurance
• Motor vehicle insurance
• Home contents insurance
• Business insurance solutions
• Life and funeral cover

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Insurance Premiums: Monthly subscription-based insurance premiums collected from policyholders for car, home, business, and life insurance coverage. Month-to-month policies with ongoing premium payments
2. Value Added Products (VAPs): Additional insurance products and add-on coverage options sold alongside core insurance policies

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Auto & General Insurance underwrites and distributes short-term personal insurance (car, home contents, buildings, portable possessions, pet) and commercial insurance (small business, public liability, commercial vehicle, hospitality, body corporate, business assets, directors & officers, professional indemnity, events liability), along with life and funeral cover underwritten by its subsidiary 1Life Insurance. It also sells value-added products such as Cash Back Plus, Biz Assist and Pet Insurance, delivering policies through month-to-month subscriptions via digital self-service, phone support, and a broker network.

Product overview

Auto and General Insurance is a multi-product insurance provider offering a comprehensive portfolio of personal and business insurance solutions. The core offerings include Car Insurance (with Comprehensive, Third-Party Fire & Theft, and Third-Party Only options), Home Insurance (covering Building, Contents, and Portable Possessions), Life Insurance (Life Cover and Funeral Cover), and Business Insurance (including Small Business Insurance, Public Liability, Commercial Vehicle, Hospitality, Body Corporate, Business Assets, Directors & Officers, Professional Indemnity, and Events Liability). The company also provides value-added products such as Cash Back Plus (a rewards program for claim-free business policyholders), Biz Assist (complimentary business support services), Ruby Deals (promotional discounts), and Pet Insurance. In 2023, Auto and General partnered with Discovery Health and Clicks to launch Flexicare, an affordable health insurance product. The company operates as a platform delivering these products through multiple channels including online quotes, mobile app, and broker networks, with over 40 years of experience in the South African insurance market.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance Vehicle insurance for private car owners offering Comprehensive, Third-Party Fire & Theft, and Third-Party Only cover, plus 24/7 roadside fuel assist and locksmith services for lost keys.
• Home Contents Insurance Insurance for household belongings and personal possessions against loss, damage, or theft, for homeowners and tenants.
• Building Insurance Protection for the physical structure of a residential property against covered risks such as fire, storm and other insured events.
• Portable Possessions Insurance Cover for personal items taken outside the home, such as electronics and valuables, against loss or damage.
• Small Business Insurance Tailored insurance solutions for small and medium South African businesses covering a range of operational risks.
• Public Liability Insurance Protection for businesses against third-party claims for injuries or property damage caused by business operations.
• Commercial Vehicle Insurance Cover for business vehicles, cars, vans, or entire fleets, including accidental damage, theft, and third-party claims.
• Hospitality Insurance Tailored cover for guesthouses, hotels, and conference centres, including property damage, guest liability, equipment loss, and business interruption.
• Body Corporate Insurance Cover for residential and commercial sectional title properties, including buildings, common property, public liability, and trustee indemnity.
• Business Assets Insurance Protection for physical business assets, including equipment, furniture, stock, and tools, against fire, theft, storms, and other unforeseen events.
• Directors & Officers Insurance Protection for company leaders against personal liability claims arising from decisions made in their roles, covering legal defence costs and damages.
• Professional Indemnity Insurance Cover for businesses and professionals against claims of negligence, errors, or omissions in their services.
• Events Liability Insurance Insurance protecting event organisers against claims arising from injuries or property damage at conferences, concerts, or private functions.
• Life Cover Life insurance underwritten by 1Life Insurance Limited (FSP 24769) that pays out a benefit on the death of the insured to protect dependants.
• Funeral Cover Insurance that covers funeral expenses to ease the financial burden on a family after a death.
• Pet Insurance Cover for veterinary expenses related to illness or injury for pets, subject to policy limits, exclusions, and waiting periods.
• Flexicare Affordable health insurance product jointly created in 2023 by Auto & General Insurance with Discovery Health and Clicks.

Quantifiable outcome

• 50% of claims auto-settled
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• LIV Golf Tournament 2026 / Steyn CityminorGTM or Marketing Partner · 10 December 2025Auto and General is the exclusive insurance sponsor for LIV Golf Tournament 2026 in South Africa. Grand prize includes tickets to the tournament hosted at Steyn City Lifestyle Estate from March 19-22, 2026.
• Discovery HealthcoreStrategic or Co-development Partner · 1 January 2023Partnership to create Flexicare, an affordable new health insurance product launched in 2023. Joint development of innovative health insurance offering combining expertise from both insurance providers.
• ClickscoreStrategic or Co-development Partner · 1 January 2023Partnership with Discovery Health and Clicks to create Flexicare, an affordable new health insurance product launched in 2023.
• Telesure Investment Holdings (TIH)coreOthersParent holding company established in 1998 to ensure specialized administration and claims focus. TIH Procurement manages supplier relationships including motor body repairers accreditation.
• Primedia Radio (94.7, 702, Kfm)minorGTM or Marketing PartnerPartnership with Primedia radio stations for World's Best Drivers Competition and other promotional campaigns. Competition launched December 2025 on multiple stations with R100,000 prize pool.
• East Coast Radio (ECR)minorGTM or Marketing PartnerPartnership for Ruby Deals competitions including the Guess the Mystery Sound Competition with R30,000 prize pool in November 2025.
• The Diepsloot FoundationminorOthersSection 21 Company focusing on empowerment and upliftment of Diepsloot community through Formal Education, Artisanal Skills Development and Enterprise and Supplier Development. Auto and General funds ABET, computer, carpentry and sewing classes.
• Food Security Programme - DiepslootminorOthersSocial enterprise providing Diepsloot residents with infrastructure, training and support to start and manage micro agri-businesses. In 2021 provided 61,954 meals to 2,180 children in ECD centres.
• LEAP Science and Maths SchoolsminorOthersStudent-centred Maths and Science-focused education for economically disadvantaged students grades 8-12. Auto and General funding supports grade 11 student camps, teacher workshops and study materials. Achieved 100% pass rate in 2022 NSC exams.
• The OLICO FoundationminorOthersMaths tutoring and technology assistance for Diepsloot youth. Auto and General grant facilitates Maths Clubs improving procedural fluency, conceptual understanding, problem-solving, reasoning and disposition toward maths.
• 67 Blankets for Nelson Mandela DayminorOthersKnitting Revolution for Nelson Mandela initiative, integral part of employee volunteering culture. Company-wide participation in producing blankets for those less fortunate.
• Broker NetworkcoreChannel Partner/ Reseller/ DistributorExtensive broker distribution network playing a pivotal role in business growth. Updated broker proposition includes new digital platform with online quoting, training academy access, and broker toolkits since 2019.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Budget Direct: Australian direct-to-consumer car and home insurer operating in one of A&G's three core geographies. Comparable as a digital-first, low-fee competitor where A&G's Australian subsidiary (autogeneral.com.au) competes.
• Discovery Insure: South African insurer built around Vitality telematics and behaviour-based pricing for motor and home cover. Direct rival in personal lines, sharing a digital-first customer experience and partner-distribution model (including the Flexicare partnership context).
• Bidvest Insurance: South African specialist in motor and personal lines underwriters including Budget Insurance. Comparable in targeting value-conscious personal-lines customers with simplified digital and call-centre distribution.
• MiWay Insurance: Direct-to-consumer short-term insurer owned by Santam, focused on motor, home, and business cover sold online and via call centre. Head-to-head competitor for digital-first, self-served insurance customers in South Africa.

Broad incumbents

• Hollard Insurance: Major South African short-term and life insurer with strong broker distribution and direct digital products in motor, home, and business cover. Comparable multi-channel model and broad product portfolio.
• Old Mutual Insure: Large South African composite insurer providing personal, vehicle, home, business and life cover through tied agents and direct channels. Competes head-on with A&G in the multi-line personal and SME insurance segment.
• Santam: Largest short-term insurer in South Africa offering personal, commercial, and specialty lines through direct and broker channels. Closest direct competitor to Auto & General across motor, home, and business insurance in the same domestic market.

Regional players

• NTUC Income: Major Singapore insurer offering motor, home, travel and health cover via direct and partner channels. Comparable as a regional player in A&G's Singapore operating geography.

Others

• 1Life Insurance: Wholly-owned life insurance subsidiary of Telesure Investment Holdings, sitting under the same group as Auto & General. Comparable in its digital-first direct distribution model for life and funeral cover.
• Discovery Health: Partner (with Clicks) in the Flexicare affordable health product launched in 2023. Comparable as a health insurance underwriter and ecosystem partner that shapes A&G's health-line economics.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/autoandgeneral
• YouTubeyoutube.com/c/AutogenZainsurance
• Facebookfacebook.com/autoandgeneralinsurance
• Instagraminstagram.com/auto.general

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Auto & General Insurance