Sanlam Retail Mass has taken a bold step in advancing its growth strategy in South Africa’s retail mass market, unveiling its new “Plan for Funeral, and for Life” campaign as the first major initiative since acquiring Assupol in 2024.
The campaign highlights the importance of planning for both life’s celebrations and unexpected challenges, while positioning Sanlam to deepen its footprint in one of the country’s most competitive insurance segments. For customers, the integration means easier access to products and advice in one place, supported by digital platforms that provide round-the-clock access to policy details and claims.
Chief executive Bongani Madikiza said the move combines Sanlam’s strength with Assupol’s trusted community relationships. “We are helping clients plan with clarity and confidence. By bringing our capabilities together, we are creating a sustainable model for inclusive financial growth,” he said.
Funeral cover remains the most sought-after product in the sector, with inflation driving costs higher. Sanlam aims not only to meet this immediate need but also to encourage households to engage in longer-term planning for savings, retirement and healthcare. Assupol’s community presence is already opening opportunities for cross-selling Sanlam’s broader range of solutions, while operational work across IT systems, branches and adviser tools is improving efficiency.
The campaign and integration were launched in style at “A Night for Those Who Plan” at The Forum in Hyde Park. Guests were entertained by DJ Zinhle and Lochive DJ, with Pamela Mtanga as master of ceremonies. The evening also featured the unveiling of new staff uniforms designed by Fabrosanz, and the premiere of a television commercial developed through Sanlam’s Brand Uplift student competition. The AAA School of Advertising walked away with the top prize of R200,000, while the University of Johannesburg secured second place with R100,000.
Madikiza closed the evening by underlining Sanlam’s ambition: “This is a growth strategy. We are combining trusted community reach with institutional scale to ensure more households can plan with dignity and confidence, while Sanlam strengthens its future earnings base.”