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IntegriSure, established in 1998 with a view to providing the over-fifty market with personal, motor and home insurance cover, celebrates its tenth anniversary this year. Historically viewed as a high-risk demographic due to the health and physical functioning-related difficulties often associated with ageing, it was IntegriSure managing director and co-founder, Arnold van der Linde, who first recognised the benefits associated with doing business with a more mature market.

Clients falling within the over-fifty age group are, generally, more established and responsible, therefore posing a lesser risk. They take the time to safeguard their valuables properly, tend to spend more time at home and drive more responsibly. Another advantage is that they are more informed in terms of the insurance product options available to them and appreciate the necessity of fully investigating them before purchase.

“In the general short-term insurance market, the more mature consumer supports the rest of the market in terms of claims payout cross-subsidisation,” says van der Linde, “and this was yet another issue we felt we wanted to address when establishing the business.” IntegriSure, by keeping that portion of their insurance book separate, have been able to ensure that clients do not supplement younger generation claim payouts and thereby save between 25% and 40% on their premium costs.

IntegriSure has, furthermore, introduced a number of superior product options for its clients, all of which are underwritten by established market leaders. GoldSure, which offers superior cover in terms of reduced restrictions, and a funeral scheme which includes a beneficiary payout option and additional cover extensions, have now also been introduced. Age-relevant value-added services, such as map and stay assist, are furthermore included as standard benefits.

Personalised client service is also important to IntegriSure. Appointing the right calibre of employee, all of whom are trained to appreciate the small nuances associated with expertly servicing the over-fifty market, is therefore a priority. The company’s country-wide claims network and communications centre are also focussed on expertly meeting clients’ needs.

IntegriSure has, over the past ten years, grown through simple word of mouth and is one of the leading specialist insurance intermediaries in South Africa. “Our very first client, Mr Mike du Preez, is now in his eighties and has been with us since the start,” concludes van der Linde. “Our clients are discerning and loyal and remain true to what works.”