King Price Insurance

What King Price Insurance does

King Price Insurance is a South African multi-line insurer operating under the King Price Group, comprising King Price Insurance Company Ltd (Reg no. 2009/012496/06, FSP 43862) and King Price Life Insurance Ltd (Reg no. 1948/029011/06, FSP 47235). The group underwrites personal short-term insurance (car, car warranty, collectable car, motorbike, buildings, home contents, portable possessions, personal accident, R1 entry-level, trailer, caravan, with a 'Decreasing Premiums' feature), commercial short-term insurance (agri with telematics-based 'Pay as you farm', business, community via the Felix platform, engineering, plus an MRRP add-on), and long-term life insurance. Personal lines are sold direct-to-consumer via the self-service portal (ssp.kingprice.co.za) and iOS, Android, and Huawei AppGallery mobile apps, with WhatsApp and 0860 50 50 50 call-center support; commercial lines are distributed exclusively through qualified brokers, with parallel regional sites for South Africa and Namibia and SADC-8 cross-border cover on selected products.

The technology stack centers on a customer-facing digital insurance platform — a self-service portal, native multi-platform mobile apps, WhatsApp Business integration, and the Felix platform for community-scheme underwriting, claims administration, and repair solutions — underpinned by managed network services from Intelys. The company processes approximately 100 claims per day through its damage-assessment pipeline. Reinsurance capacity is provided by a Tier-1 panel of four global reinsurers: Munich Re, NewRe, AXA XL, and Swiss Re. A 24/7 four-line emergency assist service (accident, medical, roadside, home) is bundled with comprehensive cover, and the 'Pay as you farm' telematics product enables up to 30% annual premium rebates for agri customers based on tracked vehicle utilization.

King Price monetizes primarily through recurring monthly short-term and long-term insurance premiums collected via debit order with DebiCheck authorization and a 15-day grace period, supplemented by basic and additional excess collections on claims, usage-based fees on agri cover, and a structured R1,000-per-successful-referral affiliate program. The customer base is segmented across South African personal insurance consumers (primary), commercial SMEs and corporates (broker-led), agri-businesses, body corporates / sectional-title schemes, engineering contractors, life insurance customers, and Namibian retail customers. The company is headquartered in Pretoria, employs 501-1000 people, and is privately held within the King Price Group; no external private equity or venture capital investor is disclosed in the source material.

Name

King Price Insurance

Legal name

King Price Insurance Company Ltd

Website

https://kingprice.co.za

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

South African multi-line insurer (King Price Group) offering personal, commercial, agri, community, engineering, and life cover via a digital self-service portal, mobile apps, WhatsApp-enabled call center, and broker network, backed by Munich Re, Swiss Re, AXA XL, and NewRe.

Ownership category

akta.pro rank

Product category

Short-term and Long-term Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Agencies and Brokerages (524210)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Classic / Collector Car Insurance (FSAJAAAG)

akta.pro secondary industries

Mid-Market Commercial Package (Package Policies) (FSAJAFAB), Fine Art, Jewelry & Specie (FSAJAGAL), Commercial Auto & Fleet Insurance (FSAJAMAB)

Keywords

• Short-term insurance
• Personal insurance
• Commercial insurance
• Life insurance
• Vehicle insurance

Headquarters

HQ city

Pretoria

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. Monthly short-term insurance premiums: Recurring monthly premium revenue across personal lines (car, buildings, home contents, portable possessions, motorbike, caravan, trailer, etc.) and commercial lines (agri, business, community, engineering). Premiums are billed monthly via debit order with DebiCheck authorization and a 15-day grace period for missed payments. King Price is a licensed short-term insurer (Reg no. 2009/012496/06).
2. Pay-as-you-farm variable agri premium: Usage-based pricing for agri insurance: premium tracks actual vehicle utilization, with an annual rebate of up to 30% possible for lower-use customers, blending subscription and consumption mechanics.
3. Long-term life insurance premiums: Recurring long-term insurance premiums under King Price Life Insurance Ltd, a licensed long-term insurer and registered financial services provider (Reg no. 1948/029011/06, FSP no. 47235).
4. Excess and policy-driven fees: Basic and additional excesses collected from policyholders on successful claims (e.g., R5,000 basic excess per claim scenario cited), plus car-hire running costs and security deposits when hire-cover is used. Customers can opt for higher excess in exchange for lower premium.
5. Refer-a-friend referral rewards (cost-of-acquisition): R1,000 reward paid per successful referral that converts to a King Price client (T's & C's apply), functioning as a structured affiliate/referral acquisition program rather than direct revenue.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels10 records

Core offering

King Price Insurance is a South African licensed short-term and long-term insurer selling personal, commercial, and life insurance products (car, buildings, home contents, motorbike, caravan, trailer, portable possessions, agri, business, community, engineering, life). Policies are sold direct-to-consumer via an online self-service portal, mobile apps, WhatsApp and a call centre for personal lines, and through qualified brokers for commercial lines, with a 24/7 four-line emergency assist service bundled into comprehensive cover.

Product overview

King Price Insurance operates as a multi-product insurance platform with three core business lines: personal short-term insurance, commercial short-term insurance, and long-term (life) insurance, all sold under the King Price brand in South Africa (with a Namibia operation). The personal line spans car, car warranty, collectable car, motorbike, buildings, home contents, portable possessions, personal accident, R1, trailer, and caravan insurance. The commercial line spans agri (with the telematics-enabled Pay as you farm product), business, community (with the Felix platform for sectional-title schemes), and engineering insurance, plus an MRRP add-on. The life line is operated by King Price Life Insurance Ltd. Underpinning all products is the self-service portal (ssp.kingprice.co.za) plus iOS/Android/Huawei mobile apps, the 24/7 Emergency Assist service, and the Financial Fitness educational toolkit with the Online Monthly Budget Calculator. Reinsurance is provided by Munich Re, NewRe, AXA XL, and Swiss Re. The company is licensed as a short-term insurer (FSP 43862) and long-term insurer (FSP 47235) and is POPIA-compliant.

Differentiator

Problem solved

Functional benefit

Brands

• King Price Life: Long-term (life) insurance offering operated through King Price Life Insurance Ltd, part of the King Price Group.
• King Price Xtreme
• King Price Derby Series
• Felix

Products and services

• Car Insurance Core personal short-term insurance product covering cars, including comprehensive, third-party, and optional car-hire and scratch-and-dent cover, sold online via the self-service portal and app.
• Car Warranty Mechanical/electrical breakdown cover for cars, available with or without separate car insurance, with SADC regional coverage.
• Buildings Insurance Insures the permanent structures of the home (buildings, outbuildings, geysers, fences, pools) against loss or damage; typically required by bondholders for financed homes.
• Home Contents Insurance Insures personal items inside the home and outbuildings at replacement value, with alternative accommodation up to 10% of insured value.
• Portable Possessions Insurance Worldwide cover for items that can leave the home, including specified (cellphones, laptops, jewellery, bicycles, drones) and unspecified items.
• Motorbike Insurance Cover for South African NATIS-registered motorbikes on a named-rider basis, with private or business use options and optional tyre and rim cover.
• Caravan Insurance Cover for caravans and fitted accessories with SADC regional coverage for private use.
• Trailer Insurance Cover for trailers used for private purposes with SADC regional coverage.
• R1 Insurance Entry-level R1 (one-rand) personal insurance product designed for low-cost onboarding of new customers.
• Personal Accident Insurance Personal accident cover within the personal insurance portfolio.
• Collectable Car Insurance Specialist cover for collectable/classic cars within the personal motor portfolio.
• Agri Insurance Commercial insurance for South African farmers covering crops, livestock & game, pay-as-you-farm (telematics-based), fire, buildings combined, business interruption, theft, liability, motor, electronic equipment, machinery breakdown, irrigation systems, watercraft and related covers; sold via brokers.
• Business Insurance Commercial insurance covering all risks, motor, office contents, accidental damage, accounts receivable, buildings combined, business interruption, electronic equipment, fidelity, fire, glass, goods in transit, money, motor traders, public & employers' liability, stated benefits & group personal accident, and theft; sold via brokers.
• Community Insurance Sectional title and community scheme insurance compliant with the Sectional Title Schemes Management Act No. 8 of 2011, automatically including R1 million fidelity guarantee and R50 million public liability cover, administered through the Felix platform.
• Engineering Insurance Specialist engineering cover including contractors all risk, plant all risk, electronic equipment, machinery breakdown, and erection all risk, plus third-party liability for insured incidents.
• Life Insurance Long-term insurance offered by King Price Life Insurance Ltd, a licensed long-term insurer and registered financial services provider (FSP no. 47235) within the King Price Group.
• Emergency Assist 24/7/365 four-line emergency assist service (accident, medical, roadside, home) bundled with comprehensively insured clients, reachable via 0860 50 50 50 or WhatsApp.
• Pay as you farm (agri telematics insurance) Telematics-based usage-tracking agri insurance product that monitors when insured farm vehicles are used versus idle, enabling an annual rebate of up to 30% on the agri insurance premium for lower-use customers.

Quantifiable outcome

• Up to 30% annual premium rebate for pay-as-you-farm agri customers
• +3 more outcomes

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Car Service City (CSC)coreGTM or Marketing Partner · 24 January 2026Joint campaign with Car Service City running from 24 January 2026 to promote King Price comprehensive car insurance. Eligible CSC clients get R400 off (new KP clients) or R200 off (existing KP clients) on their CSC invoice when they complete a commitment-free comprehensive car insurance quote. Promotion redeemable only at participating CSC branches, once per person, non-transferable, not redeemable for cash.
• Betway SA20 (T20 cricket league)coreGTM or Marketing Partner · 26 December 2025King Price is a sponsor of Betway SA20 Season 4, the South African T20 cricket league held from 26 December 2025 to 26 January 2026. The sponsorship delivered brand activations to over 140,000 entries and raised R500,000 for Laureus Sport for Good Foundation SA. Co-sponsors include Suzuki, Absa, DP World, Rain, Switch Energy Drink, Castle Lite, and Jonsson Workwear.
• IntelyscoreTechnology or IntegrationIntelys provides secure, resilient managed network services to King Price Insurance, supporting its network infrastructure to enhance security, scalability, and innovation. The partnership underpins the connectivity of King Price's self-service portal, mobile apps, contact center, and Felix community-scheme platform.
• Felix (community-scheme platform)coreTechnology or IntegrationFelix is King Price's connected community-scheme platform that handles complete underwriting, claims administration, and repair solutions for sectional-title / body-corporate schemes, eliminating paperwork and outdated manual processes. It underpins King Price's community insurance product line and integrates with hand-picked qualified suppliers selected jointly with the scheme's managing agent.
• Hello PeterminorOthersHello Peter is a South African customer-review platform. King Price's homepage prominently features an 'Average customer rating' widget that links to its Hello Peter profile (hellopeter.com/king-price-insurance) and individual customer testimonials.
• Laureus Sport for Good Foundation SAminorGTM or Marketing PartnerSouth African sport-for-good foundation benefiting from social-impact initiatives run alongside the Betway SA20 Season 4 sponsorship (R500,000 raised).

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Budget Insurance: Direct-to-consumer short-term insurer in South Africa selling car, home, and life cover via call center and web. Comparable as a price-positioned D2C competitor targeting similar value-conscious personal-lines segments.
• OUTsurance: Direct-to-consumer short-term insurer in South Africa (part of the Rand Merchant Insurance Holdings group) competing head-on with King Price in personal lines via a digital, branch-assisted, no-broker model — the closest analogue to King Price's PLG personal-lines motion.
• MiWay: Direct, digital-first short-term insurer owned by Santam, selling personal and commercial cover online and over the phone without brokers. Directly comparable as a digital D2C competitor in the same South African personal lines market.
• Discovery Insure: SA insurer operating Vitality-linked, behaviour- and telematics-based motor and personal lines under the Discovery group. Closest comparable for King Price's usage-based 'Pay as you farm' and behaviour-linked pricing philosophy.
• Auto&General: South African direct insurer offering personal lines (car, home, portable possessions) primarily online and over the phone. Direct comparator in digital personal short-term insurance with overlapping product set including portable-possessions cover.

Emerging players

• Naked Insurance: South African digital-native short-term insurer using AI-driven underwriting and a fully app-based experience. Comparable as an emerging digital challenger operating in the same personal-lines category with a similar self-service ethos.

Broad incumbents

• Old Mutual Insure: Short-term insurance arm of Old Mutual Limited, offering personal, commercial, and agri cover via brokers and direct in South Africa. Comparable multi-line competitor with established broker-distributed commercial book.
• Hollard Insurance: Major South African short- and long-term insurer with broad personal, commercial, life, and funeral cover, distributed via brokers and direct channels. Comparable as a multi-line incumbent with similar broker-distributed commercial and direct personal channels.
• Sanlam: One of South Africa's largest financial services groups, with short-term (via Santam equity) and long-term insurance, investments, and wealth management. Comparable broad incumbent spanning the same personal/commercial/life lines that King Price's group combines.
• Santam: Largest short-term insurer in South Africa, listed on the JSE, offering personal, commercial, agri, and engineering lines. Comparable as the dominant incumbent against which King Price competes across most of its product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kingpriceins
• YouTubeyoutube.com/@kingpriceinsurance
• Facebookfacebook.com/kingpriceinsurance
• LinkedInlinkedin.com/company/king-price-insurance
• Instagraminstagram.com/kingpriceins

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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 King Price Insurance