Brief
Hollard launches “Be More Sure” brand positioning to guide customers through uncertainty
The South African insurer says the new positioning expands its role beyond coverage to risk education and proactive management.
By Felo News Desk · Published
Hollard announced on 12 October 2026 that it is adopting a refreshed brand positioning, "Hollard. Be More Sure," intended to help people and businesses navigate uncertainty with greater confidence, according to the insurer’s chief marketing officer, Hazel Chimhandamba.
What happened
The insurer rolled out the new promise as an evolution of its earlier "Insure Your Unsure" campaign. The announcement highlighted a shift from purely providing insurance cover to actively assisting customers in understanding risk, making informed choices and planning for the future.
What the reports add
Bizcommunity reported that the positioning is built on the observation that consumers increasingly turn to search engines, AI tools and digital platforms for information about health, finances, families and business plans. Hollard says this behaviour signals a universal desire for certainty. The article also notes that Hollard’s approach focuses on the intersection of different risks – technology, climate events and economic pressures – and that the insurer’s broker network will help deliver holistic solutions.
What was said
"We’ve never believed in catastrophising insurance because of the meaningful role it plays in driving societal impact," Chimhandamba told Bizcommunity. She added, "Instead, we acknowledge that the world is changing faster than ever, bringing new opportunities, challenges and risks. Whether you’re running a business, pursuing your career aspirations or simply planning for the future, the need for certainty is universal." Later she said, "As a business, our strength lies in connecting the dots across risks that are increasingly linked. Our ability to see the bigger picture enables us to provide more holistic and proactive risk management solutions. That is what Be More Sure represents."
How it came about
The refreshed positioning expands on Hollard’s previous "Insure Your Unsure" messaging, which already positioned the insurer as a partner in risk understanding. By linking the new promise to everyday digital searches, Hollard aims to embed the slogan into every customer interaction, from product design to broker communications. The move mirrors broader trends in brand strategy, such as the legacy‑retail brand revivals covered in Felo’s 8 October article on Brooks Brothers and Eddie Bauer, and the continuous innovation highlighted in the 15 September piece on Emirates’ brand strategy.
Key facts
- Hollard introduced the "Be More Sure" brand positioning on 12 October 2026. (bizcommunity.com)
- The new promise expands Hollard’s role from insurance coverage to risk education and proactive management. (bizcommunity.com)
- Chief marketing officer Hazel Chimhandamba said the positioning reflects a universal desire for certainty. (bizcommunity.com)
- Hollard’s approach emphasizes interconnected risks such as technology, climate events and economic pressures. (bizcommunity.com)
- The announcement builds on the earlier "Insure Your Unsure" campaign. (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “Hollard. Be More Sure | A refreshed brand positioning that informs”
