BetterSure Financial Consultants

What BetterSure Financial Consultants does

BetterSure Financial Consultants (Pty) Ltd is a South African insurance intermediary that distributes building, home contents, and life insurance products exclusively to residential homeowners. The company operates under FSP 24015 and places 100% of its book with Old Mutual Alternative Risk Transfer (life) and Old Mutual Alternative Risk Transfer Insure Limited (non-life, FSP 49551) as underwriter, meaning BetterSure generates revenue through commissions on intermediated premiums rather than bearing insurance risk itself. Its portfolio centers on three core products — Building Insurance (up to R7.5M structure cover with R5M liability), Home Contents Insurance (up to R1.5M including portable possessions), and Life Insurance (up to R3.5M whole-of-life cover with no medical tests and immediate cover) — bundled with value-add services such as complimentary BetterWill drafting, 24/7 home emergency assistance, and unlimited telephonic legal advice.

The business runs a sales-led, direct-to-consumer GTM anchored on phone (086 124 9294), WhatsApp, website quote requests, and callback forms, supplemented by Google Ads, SEO, and social presence on Facebook and LinkedIn. BetterSure is a sister company to BetterBond within the BetterHome Group, creating an organic referral pipeline from home loan origination into insurance purchase. Scale metrics include 37,000+ uniquely insured homes, 73,000+ South Africans covered, a 77% quote-to-policy conversion rate, R700 million in claims paid over the past 5 years, and 110,000+ policyholders acquired over 7 years. The company is headquartered at the BetterHome Campus in Hazelwood, Pretoria, and has no publicly disclosed proprietary technology platform, no disclosed AI/ML capability, no public funding rounds, and no recorded M&A activity.

Name

BetterSure Financial Consultants

Legal name

BetterSure Financial Consultants (Pty) Ltd

Website

https://bettersure.co.za

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

BetterSure Financial Consultants is a South African insurance intermediary that sells building, home contents, and life insurance exclusively to residential homeowners, distributing all policies underwritten by Old Mutual Alternative Risk Transfer and earning commission-based revenue from its 73,000+ South African policyholders.

Ownership category

akta.pro rank

Headquarters

HQ city

Pretoria

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: BetterSure generates revenue through insurance premiums collected from policyholders. The company offers building insurance, home contents insurance, and life insurance products. All life cover products are underwritten by Old Mutual Alternative Risk Transfer (a licensed life insurer), while short-term insurance products are underwritten by Old Mutual Alternative Risk Transfer Insure Limited (a licensed non-life insurer and authorized financial services provider FSP 49551). BetterSure Financial Consultants (Pty) Ltd operates as an authorized financial services provider (FSP 24015).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

BetterSure Financial Consultants distributes and intermediates home and life insurance products to South African homeowners. The portfolio consists of building insurance covering the physical structure of the home (up to R7.5 million), home contents insurance for personal belongings (up to R1.5 million), and whole life insurance with no medical tests required (up to R3.5 million). All products are underwritten by Old Mutual Alternative Risk Transfer and distributed directly to consumers via phone, WhatsApp, website quote forms, and referrals from sister company BetterBond.

Product overview

BetterSure Financial Consultants offers a unified insurance portfolio centred on three core products: Building Insurance, Home Contents Insurance, and Life Insurance. These products are complemented by ancillary services including BetterWill (complimentary will drafting), Home Emergency Assistance, and Legal Assistance. Building Insurance and Home Contents Insurance together provide comprehensive homeowner protection, while Life Insurance ensures families can maintain mortgage payments and preserve their legacy. All products are bank-approved and underwritten by Old Mutual Alternative Risk Transfer.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 37,000+ unique homes insured in South Africa
• +5 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and flagship.

• Old Mutual Alternative Risk TransfercoreOthersOld Mutual Alternative Risk Transfer is the underwriter for all life cover insurance products offered by BetterSure. They are a licensed life insurer providing the insurance capacity and risk-bearing for BetterSure's life insurance products.
• Old Mutual Alternative Risk Transfer Insure LimitedcoreOthersOld Mutual Alternative Risk Transfer Insure Limited underwrites all short-term insurance products (building insurance and home contents insurance) offered by BetterSure. They are a licensed non-life insurer and authorized financial services provider (FSP 49551).
• BetterHome GroupflagshipStrategic or Co-development PartnerBetterHome Group is the parent company of BetterSure Financial Consultants. BetterHome Group has over 18 years of experience helping people realize their dreams of owning a home. This partnership provides BetterSure with valuable data and insights into homeowners' needs, added expertise and support, and a thorough understanding of the home-buying process.
• BetterBondcoreChannel Partner/ Reseller/ DistributorBetterBond is a sister company to BetterSure within the BetterHome Group. BetterBond is a home loan origination company that refers customers to BetterSure for insurance coverage during the home-buying process. This creates a natural referral channel for insurance products.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• 1st for Women Insurance: 1st for Women is a South African direct insurer offering building, contents, and life insurance targeted at the consumer market, with a comparable direct sales motion to BetterSure.
• OUTsurance: OUTsurance is a South African direct-to-consumer insurer selling home, contents, building, and life cover directly to consumers, overlapping closely with BetterSure's core products and direct-sales GTM motion.
• MiWay Insurance: MiWay is a direct-to-consumer short- and long-term insurer in South Africa offering home, contents, and life insurance to households, closely matching BetterSure's bundled direct offering.
• Auto & General Insurance: Auto & General offers home, contents, and life cover to South African consumers via direct and intermediary channels, competing head-on with BetterSure in the personal-lines insurance market.

Broad incumbents

• Old Mutual: Old Mutual is South Africa's largest life insurer and also the underwriter behind BetterSure's products. It competes broadly across life, home, and investment products served to the same homeowner base.
• Santam: Santam is South Africa's largest short-term insurer, with dominant share in home and building cover. It competes broadly with BetterSure for the same homeowners, especially through intermediaries.
• Hollard Insurance: Hollard is one of South Africa's largest independent general insurers offering home, contents, and life cover through brokers and direct channels, providing broader-portfolio competition to BetterSure's niche.
• Sanlam: Sanlam is one of South Africa's largest financial services groups offering life, home, and investment products to households. It overlaps with BetterSure in the home-buying-linked insurance market.

Emerging players

• Pineapple Insurance: Pineapple is a South African mobile-first, peer-to-peer style insurer focused on home and contents cover. It overlaps with BetterSure's home insurance line but differentiates via a digital-only experience.
• Naked Insurance: Naked is a South African app-based insurer offering home and contents cover with instant digital quotes and claims. It competes for the same digitally-engaged homeowner segment that BetterSure serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BetterSureSA
• LinkedInlinkedin.com/company/bettersure

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 BetterSure Financial Consultants