• SureStart

A New Digital Distribution for Funeral Cover

With the digital revolution currently in full swing, digital insurance has never been more alive. We collaborated with Transact and Protect Insure (TPI) to launch Eyethu Funeral Cover, a fully digital solution for distributing competitive funeral cover in South Africa. Eyethu Funeral is aimed at making funeral cover more accessible to people. Eyethu, which means ‘Ours’, is a product that is centred around South Africans and strives to live up to its name by belonging to the people.

At SureStart, we aim to be able to plug-in digital insurance products into existing digital marketplaces. Through this, we saw a gap in the market to create a product that makes purchasing funeral cover more accessible and affordable to South Africans. By creating this product, we wanted to digitalise insurance and help cut costs of technology throughout South Africa.

To make payment easier for the informal market, we’ve partnered with The Flash Network, a platform for vendors that sell airtime, electricity and several other services from any smart device. We partnered with Flash to create a way to place a funeral policy through their network that would be tailored to the customers already in their market and the payment methods they use.

We then partnered with TPI, a UMA, to tailor an existing funeral product to the Flash Network. The Eyethu Funeral Policy Product was adjusted to accept 1ForYou Voucher payments and an AI Bot was created that allows the user to buy a policy through WhatsApp. This is currently the first insurance policy (that we know of) that can be bought purely through WhatsApp without any human interaction in South Africa. 

One of the payment methods offered by Flash is a 1ForYou Voucher. The 1ForYou Voucher acts as a credit or debit card by converting cash into a 16 digit pin, which is used to buy or pay for your policy through an approved vendor. This is a safe and secure way to top up or pay monthly instalments. The 1ForYou Voucher can be purchased at any local PEP, Ackermans, Shoprite, Checkers, OK, Usave, House & Home and Dealz. We wanted to make the policy easy and accessible for South Africans, meaning that the policyholder can pay the monthly premium in multiple payments within the month. This enables weekly earners to pay as-and-when they have funds with a 1ForYou Voucher. The funeral policy premium does not have to be paid in 1 premium but can be paid in multiple instalments throughout the month as and when people get their wages.

To purchase Eyethu Funeral Cover, you simply message a ‘Hi’ to the WhatsApp bot, Timothy, and the process starts. The costs range from R20 per month (for R10 000 cover) to R34 per month (for R20 000 cover) and R49 per month (for R30 000 cover) all of which is underwritten by Guardrisk Life (FSP no. 76). Eyethu Funeral Cover has funeral plans that can be tailored to suit the needs of the consumer. Along with offering cover amount for the policyholder, their spouse (or spouses in the case of polygamous marriages), children and extended family members (up to 20), will be covered as well as receive additional benefits.

We hope to offer consumers a new-world, digital solution to covering themselves and their families in the event of a death. To learn more about Eyethu Funeral Cover and to check out the additional benefits offered, simply visit or WhatsApp Timothy (Tim) the policy chatbot, ‘Hi’ on the number +27(0) 60 070 2383 and he will respond with the needed information for buying cover.

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