Johannesburg, 27 August 2025: Sanlam Retail Mass is accelerating its growth in South Africa’s retail mass market by advancing the integration of Assupol, the insurer it acquired in 2024, into a single platform designed to drive scale and deeper market penetration.
The newly launched “Plan for Funeral, and for Life” campaign is the first unified market-facing initiative post-acquisition. It highlights the importance of planning not only for life’s celebrations but also for unexpected challenges.
For customers, the integration brings dual servicing, making it easier to access advice and products in one location rather than traveling between different offices. Digital platforms are also being expanded to provide 24/7 access to policy details, claims processes and financial planning resources, enhancing rather than replacing the adviser-led model.
According to Sanlam Retail Mass, the “Plan for Funeral, and for Life” campaign reflects the company’s commitment to helping households manage both immediate needs and long-term financial goals. With inflation pushing up funeral costs, the approach aims to ensure cover keeps pace with real-life needs – from transportation and catering to memorial services – while advisers support families in planning with dignity and confidence.
While framed as a client engagement drive, the campaign also signals Sanlam’s intent to consolidate its leadership in funeral cover, a cornerstone of the mass market, while expanding further into long-term savings and life solutions. By aligning protection needs with broader financial planning, the group aims to shift client behavior from single-product use to lifelong financial engagement.
Sanlam Retail Mass CEO, Bongani Madikiza, says the strategy is about building trust and scale: “We are helping clients plan with clarity and confidence. By combining our strengths with Assupol’s trusted relationships, we are creating a sustainable model for inclusive financial growth.”
Progress is already visible across distribution, operations and adviser support. Assupol’s footprint is enabling cross-sell of Sanlam’s full suite of savings, insurance, retirement and healthcare solutions. At the same time, work across IT systems, branch networks and adviser tools is improving efficiency, while advisers benefit from expanded training and product portfolios.
Madikiza adds that the momentum is building: “This is a growth strategy. We are combining trusted community reach with institutional scale to ensure more households can plan with clarity and confidence, while Sanlam strengthens its future earnings base.”
With funeral cover remaining one of the most in-demand products in South Africa, the group is positioning itself to transition clients into savings, retirement and healthcare offerings, supporting both financial inclusion and long-term profitability.
