The company wants to raise about R10m ($700,000) for marketing and information-technology upgrades in return for an equity stake, Ndururi says from Johannesburg. He is aiming to raise the money as quickly as possible, and adds that the investment could be staggered over the coming 10 months.
The developed-world model of fixed monthly insurance premiums, based on the assumption of permanent formal employment is, Ndururi argues, ill-suited to covering those who earn irregular incomes in the informal economy.
Obstacles to increasing life-insurance penetration in South Africa include lapses in premium payments that result in cover being lost, he says, adding that it leaves a ‘bad taste’ in the customer’s mouth.
- Ongeza Life sells policies where the initial premium is used to provide life cover. The level of protection purchased can then be increased through further premiums.
- The minimum initial premium is R500 ($35).
- No medical questionnaire is needed. The amount of cover that can be bought in a 12-month period is capped at $10,000 to limit losses from people who enrol when they are already ill.
- Customers can get a quote on the company’s website, but under South African rules, the sale has to be closed through a broker.
- The company is seeking to persuade regulators to allow the entire sale process to be carried out online. In principle, this may be possible if the regulator is convinced there is adequate consumer protection, Ndururi says.
Ongeza Life operates as a ‘cell captive’, a South African technique of owning a ‘mini-insurance’ company.
The concept was developed in the early 1990s as a way for entrepreneurs or organisations with an insurance concept to start operating without having to get their own licences.
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The cell owner — Ndururi — subscribes for a special class of shares in an insurance company — in this case Guardrisk — that is licensed to issue cell captives. All the operations of the cell are ring-fenced within the insurer: the assets of one cell cannot be used to meet the liabilities of another. The cell owner obtains the conventional insurance capabilities enjoyed by a licensed insurer in a cost-effective way.
- According to Guardrisk, there were more than 300 cell captives operating in South Africa through a dozen insurance companies in 2018.
- As far as Ndururi is aware, South Africa is the only place in the continent that uses the cell-captive concept.
Ndururi, an actuary from Kenya, owns 100% of Ongeza Life. Though South African insurers see Ongeza as competition, its product can be a complement to a customer’s existing life policies, he says.
The company started selling insurance in February 2020 but Covid-19 has slowed down its development. Ndururi says the impact of the pandemic on the South African economy has “set us back quite a bit”.
- Ndururi says the company, which is reinsured by Munich Re, is likely to reach break-even point in 10 months.
- Ongeza’s life-insurance product can also be sold on a group basis, for example, to employers who want to provide security for their employees or to retirement funds where employees often lose life cover once they retire.
- Ndururi, who had the initial product idea 15 years ago, hopes to eventually extend distribution outside South Africa.
Ongeza is betting that single-premium whole-life cover will attract customers daunted by the prospect of permanent monthly payments.
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