LiquidCapital
LiquidCapital is a South African Authorised Financial Services Provider (FSP 6210) and Motus subsidiary that designs, administers, and distributes vehicle service plans, maintenance plans, extended warranties, and insurance products through a 400+ dealer network, managing over 900,000 active vehicle plans.
- Company typePrivate
- Founded2001
- HeadquartersJohannesburg, South Africa
- Headcount101–250
- GTM typeB2C
- OfferingServices
What LiquidCapital does
LiquidCapital (Pty) Ltd is a South African Authorised Financial Services Provider (FSP 6210), incorporated in 2001 and operating as a wholly-owned subsidiary of Motus Corporation (Pty) Ltd, the country's largest automotive group which sells approximately 1 in every 5 passenger cars. The company designs, administers, and distributes a portfolio of vehicle-related protection and financial products — Service Plans and Maintenance Plans for scheduled servicing, Bumper2Bumper extended warranties for mechanical and electrical breakdown, RenewTech cosmetic protection, Tyre & Rim insurance, Adcover (credit shortfall cover), Deposit Cover, and Mobility Life Cover (credit life and disability insurance underwritten by Centriq Life). The product set is operationalised through a back-office administration platform connected to a 400+ dealer distribution network, a national call-centre, an online quote self-service portal, and the LiquidAssist mobile app providing 24/7 roadside assistance with real-time service tracking.
Revenue is generated primarily on a subscription/recurring basis through monthly debit orders and upfront payments added to vehicle finance agreements, with insurance premiums routed through underwriting partners Centriq Insurance Company (non-life) and Centriq Life Insurance Company. Claims administration is outsourced to M-Sure Financial Services and SA Vehicle Maintenance (SAVM), and vehicle finance distribution is delivered in partnership with WesBank (FirstRand). Pricing is vehicle-specific, not publicly disclosed, and is delivered through three billing cadences: monthly subscriptions, once-off upfront payments, and multi-year contracts bundled with OEM finance products. The customer base spans individual vehicle owners, OEM financial services arms (Kia, Hyundai, Renault, Mitsubishi, Tata), commercial fleet operators, and the pre-owned market via getWorth Financial Services.
The company manages in excess of 900,000 active vehicle plans and reports 30,000+ monthly active customers (authorisations between 2014–2019), operating from its headquarters in Edenvale, Johannesburg. LiquidCapital holds POPIA and FICA compliance certifications, is regulated under the FAIS Act, and is positioned as one of the largest Service & Maintenance Plan providers in South Africa with 20+ years of operating history. Notable commercial firsts include enabling Kia's 10-year manufacturer warranty and Renault's 5-year warranty in the South African market.
LiquidCapital firmographics
Firmographics- Name
- LiquidCapital
- Legal name
- LiquidCapital (Pty) Ltd
- Website
- https://liquidcapital.co.za
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- LiquidCapital is a South African Authorised Financial Services Provider (FSP 6210) and Motus subsidiary that designs, administers, and distributes vehicle service plans, maintenance plans, extended warranties, and insurance products through a 400+ dealer network, managing over 900,000 active vehicle plans.
- Ownership category
- akta.pro rank
LiquidCapital industry classification
Industry- Product category
- Vehicle Protection and Automotive Financial Services
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Mid-Market Commercial Package (Package Policies) (FSAJAFAB)
Keywords
Where LiquidCapital is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
LiquidCapital business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Service and Maintenance Plans: Revenue generated from the sale of vehicle service and maintenance plans. Plans are sold as upfront payments added to finance agreements or through monthly payment options. Service and Maintenance Plans are not financial products as defined in FAIS Act.
- Insurance Products (Warranties, Tyre & Rim, Adcover, Deposit Cover): Collection of insurance premium revenue for products covering mechanical breakdowns, tyre and rim damage, credit shortfall, and deposit protection. Customer care and claims administered by M-Sure Financial Services with Centriq Insurance Company Limited as the underwriter.
- RenewTech Plans: Revenue from cosmetic protection plans covering vehicle interior and exterior maintenance and restoration services. Administered by SA Vehicle Maintenance (SAVM).
- Mobility Life Cover: Life and disability insurance product that pays outstanding vehicle finance when policyholder becomes seriously ill, unable to work, or passes away. Underwritten by Centriq Life Insurance Company Limited.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Service Plan - monthly payment option |
| Subscription | Monthly | Maintenance Plan - monthly payment option |
| Subscription | Monthly | Bumper2Bumper Warranty - monthly or upfront |
| Subscription | Monthly | Adcover Policy - monthly contribution |
| Subscription | Monthly | Deposit Cover Policy - monthly payments |
| Subscription | Multi-year contract | Mobility Life Cover - Gold, Silver, Bronze plans |
| Subscription | Monthly | RenewTech Plan - multiple payment options |
| One time/ perpetual license | Pay-as-you-go | Tyre & Rim Insurance - once-off upfront payment |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
LiquidCapital product offering
Product offeringCore offering
LiquidCapital sells and administers vehicle protection products in South Africa, including Service Plans covering manufacturer-specified scheduled services, Maintenance Plans that also cover wear-and-tear components, the Bumper2Bumper Extended Warranty for mechanical and electrical breakdowns, and ancillary insurance products (RenewTech cosmetic cover, Tyre & Rim Insurance, Adcover credit shortfall cover, Deposit Cover, and Mobility Life Cover). The company distributes these products through a 400+ dealer network, a national call-centre, and digital self-service channels, supported by 24/7 LiquidAssist roadside assistance.
Product overview
LiquidCapital is a licensed Financial Services Provider (FSP 6210) and part of the Motus group that develops and distributes vehicle-related financial products. The core product portfolio consists of Service Plans and Maintenance Plans for scheduled vehicle servicing, complemented by Bumper2Bumper Warranty for mechanical breakdown coverage. Additional value-added products include RenewTech (cosmetic protection), Tyre & Rim Insurance, Adcover (credit shortfall insurance), Deposit Cover, and Mobility Life Cover. The company also offers the LiquidAssist roadside assistance mobile app. Products are distributed through dealership networks, finance houses, call centres, and digital channels, supporting over 400 dealerships across South Africa with more than 900,000 active vehicle plans.
Differentiator
Problem solved
Functional benefit
Products and services
- Service Plan
Quantifiable outcome
- 30,000+ customers served monthly
- +3 more outcomes
Companies that use LiquidCapital
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
LiquidCapital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
LiquidCapital partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Motus CorporationcoreMotus Corporation (Pty) Ltd (registration 1969/002321/07) is the parent company and administers Service and Maintenance Plans for LiquidCapital. As the leading automotive group in South Africa selling 1 in 5 passenger cars, Motus provides the foundation for LiquidCapital's extensive dealer network and market reach.
- M-Sure Financial ServicescoreM-Sure Financial Services (Pty) Ltd (FSP 21799) administers customer care and claims for Warranties, Adcover, Deposit Cover, Tyre & Rim Insurance, and Mobility Life Cover products. Provides claims submission support via phone and email.
- SA Vehicle Maintenance (SAVM)coreSA Vehicle Maintenance (Pty) Ltd (Registration 2000/009578/07) administers RenewTech Plans including claims processing and repairer network management. Contact: [email protected] / 086 126 4346.
- Kia Financial ServicescoreKia Financial Services offers LiquidCapital Service and Maintenance Plans through Kia dealerships in South Africa. LiquidCapital supported Kia in being first to market with their industry-leading 10-year warranty.
- Hyundai Financial ServicescoreHyundai Financial Services provides LiquidCapital Service and Maintenance Plans through Hyundai dealerships, offering customers integrated vehicle protection solutions.
- Renault Financial ServicescoreRenault Financial Services offers LiquidCapital products through Renault dealerships. LiquidCapital enabled Renault to offer a competitive 5-year warranty in the South African market.
- Mitsubishi Motors Financial ServicescoreMitsubishi Motors Financial Services provides LiquidCapital Service and Maintenance Plans through Mitsubishi dealerships across South Africa.
- Tata Motors Passenger VehiclescoreTata Motors Passenger Vehicles Mobility Solutions offers LiquidCapital Service and Maintenance Plans through Tata dealerships, providing integrated financial services for Tata vehicle owners.
- getWorth Financial ServicesminorgetWorth Financial Services provides LiquidCapital Service and Maintenance Plans through used car sales operations, extending product availability to the pre-owned vehicle market.
- SantamminorSantam insurance partnership through dealership network, providing complementary comprehensive insurance options alongside LiquidCapital protection products.
- 400+ South African DealershipscoreExtensive network of approved dealerships including Motus Toyota, Motus Nissan, Motus Ford, Motus Mazda, Motus Honda, Motus Lexus, Lindsay Saker Volkswagen, Lindsay Saker Audi, Imperial brands (Mini Cooper, Chrysler, Dodge, Jeep, RAM), and Cargo Motors (Mercedes-Benz, Abarth, Alfa Romeo, Fiat). These dealerships provide sales and service authorization for LiquidCapital products.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
LiquidCapital competitors and assessment
Company assessmentBroad incumbents
- Assurant: Global provider of vehicle protection, extended service contracts, and connected-living products. Comparable as a broad incumbent administering automotive protection products through dealer and OEM channels.
- Hollard Insurance: Large South African insurance group offering vehicle, life, and short-term cover through partner and direct channels. Comparable as a broad insurance incumbent with overlapping automotive product lines.
- Old Mutual Insure: Major South African insurer covering motor, property, and life insurance lines. Compares as a broad incumbent with scale and a multi-product portfolio overlapping LiquidCapital's vehicle protection offering.
- Santam: South Africa's largest general insurer, offering motor, property, and commercial insurance. A broad incumbent that competes in the vehicle protection category and is itself a partner of LiquidCapital in the dealer network.
Direct peers
- Auto & General Insurance: South African insurer offering vehicle, household, and lifestyle protection products, including extended warranty and excess cover, that competes with LiquidCapital's Tyre & Rim, Adcover, and Warranty lines.
- Bidvest Insurance: South African insurance division of Bidvest offering vehicle, lifestyle, and warranty products to retail and dealer channels. A direct peer in dealer-distributed vehicle protection products.
- MotorHappy: South African vehicle maintenance, warranty, and service plan provider distributing through dealer networks. Closest direct competitor to LiquidCapital in the SA automotive protection product space.
Emerging players
- CarShield: US-based direct-to-consumer vehicle service contract provider specialising in extended warranties and mechanical breakdown coverage. Comparable business model to LiquidCapital's Bumper2Bumper warranty and Maintenance Plans, though differing in market and distribution.
- Endurance Warranty: US extended warranty and auto protection provider offering mechanical breakdown coverage and ancillary vehicle products. Comparable to LiquidCapital's Warranty and Tyre & Rim product lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
LiquidCapital social profiles
Digital presenceLiquidCapital compliance and trust
Trust signalCompliance4 records
LiquidCapital financial estimates
Financial estimateRevenue estimate
Valuation estimate
LiquidCapital leadership team
Management profileNumber of profiles
LiquidCapital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LiquidCapital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LiquidCapital
What does LiquidCapital do?
LiquidCapital sells and administers vehicle protection products in South Africa, including Service Plans covering manufacturer-specified scheduled services, Maintenance Plans that also cover wear-and-tear components, the Bumper2Bumper Extended Warranty for mechanical and electrical breakdowns, and ancillary insurance products (RenewTech cosmetic cover, Tyre & Rim Insurance, Adcover credit shortfall cover, Deposit Cover, and Mobility Life Cover). The company distributes these products through a 400+ dealer network, a national call-centre, and digital self-service channels, supported by 24/7 LiquidAssist roadside assistance.
Is LiquidCapital a public or private company?
LiquidCapital is a private company. It is classified as corporate owned and is currently operating.
When was LiquidCapital founded?
LiquidCapital was founded in 2001. It employs 101 to 250 people.
Where is LiquidCapital based?
LiquidCapital is headquartered in Johannesburg, South Africa, in the Africa region.
How does LiquidCapital make money?
Four revenue lines are on record. Service and Maintenance Plans are the primary driver. The others are insurance Products (Warranties, Tyre & Rim, Adcover, Deposit Cover), renewTech Plans and mobility Life Cover.
Who are LiquidCapital's main competitors?
Broad incumbents on record are Assurant, Hollard Insurance, Old Mutual Insure and Santam. Direct peers are Auto & General Insurance, Bidvest Insurance and MotorHappy. Emerging players are CarShield and Endurance Warranty.
Does LiquidCapital have an API?
No public API is recorded for LiquidCapital.
What industry is LiquidCapital in?
LiquidCapital's product category is Vehicle Protection and Automotive Financial Services. Its primary akta.pro industry code is FSAJAFAB, Mid-Market Commercial Package (Package Policies). Its SIC code is 5040.