When Auto & General was established on 1 June 1985, consumers were presented with a short-term insurance alternative that was based on innovation, efficiency and quality service.

Auto & General was the first insurance company in the world to employ paperless, computerised underwriting, and together with a major manufacturer of vehicle security products, helped to develop South Africa’s first self-arming immobiliser. The research involved in this process led to the development, some years later, of the country’s first anti-hijack system.

The Company’s innovative streak continued with it being the first short-term insurer to be awarded the Readability Mark for its plain-language policy books in both English and Afrikaans. It was also the first company to offer its broker-clients a cash-back bonus, enabling them to get their first year’s premium back after four uninterrupted years of claims-free cover, or 25 percent of their premiums paid over the four years, whichever is the lesser.

By the mid 90's, Auto & General re-affirmed its position as a leader in the industry, with the creation of its core value, "An Obsession with Service". Integrated with each task, staff members were trained to focus on each aspect of service - thereby providing both broker and customer with consistent excellence. In the interest of enhancing service levels further, a new claim's philosophy was developed in 1996 and Telesure Group Services (previously Hot-line Administrative Services) was employed in 1998 to ensure specialised administration and claims focus. Implementation of the core value was further boosted by complete software upgrades in 1998 and 1999's redesign of the policy document.

From 2000 to 2005, Auto & General won numerous awards. Not only was Auto & General recognised in the Markinor-Sunday Times Top Brands survey as the top broker insurer in South Africa but the Company was one of South Africa’s top brands to be approached for inclusion in the global branding ‘bible’, Superbrands.

In addition, Auto & General celebrated its 20th Anniversary with a glittering gala-event, launched its groundbreaking Service Charter and implemented its internal employer of choice strategy which includes a successful learnership programme, an accelerated management development programme and an active performance management and skills development initiative.

In 2005, Auto & General also launched a Business Insurance product. The growing SME market in South Africa was one of the factors that prompted this product.

Auto & General’s growth trajectory continued and in 2006, Auto & General launched a product aimed at client’s over 50 years old called Young @ Heart and in 2007, extended its Cash Back Plus offering to its direct clients.

In 2007, the Auto & General brand was given a major overhaul to bring it in line with the Company’s dynamic culture and forward-thinking, innovative approach to its customers and business. With this new look and identity, Auto & General stepped into a new dimension.

The re-positioning of the Auto & General brand also represented a perfect opportunity for the Company to refresh its promise to ensure that its customers’ right to excellent service is fulfilled, by updating and re-launching its client Service Charter.

The new Service Charter expands on the first charter which was introduced in 2005. It comprehensively lists its clients’ fundamental rights which are underpinned by Auto & General’s promise to always deliver on its service promises on time, every time, with a smile.

The Auto & General of today is a brand that actually delivers and is accountable to its clients. A brand that is always there to guard and protect its clients. A brand that is committed to growing rewarding relationships with its clients and that is engaged emotionally with its clients in every stage of their lives. Auto & General is a brand that offers exceptional service, is price sensitive, uses simple, easy to follow processes, rewards clients for loyalty and guarantees peace of mind. It’s a brand that says, you’re the best part of our day, and means it!

As a brand, Auto & General is dependable, established, stable, trusted, an authority, respected, fair and adaptable. Part of the journey of the brand’s evolution has been to become more what its customers expect - in touch, sincere, modern, caring, approachable, warm and innovative. Innovation is the cornerstone of the Company’s ability to distinguish itself from other competitors.

Today, we look forward to the future - focusing on our brokers and clients, enhancing service levels and as always, continuing to innovate. We’re always there, and it’s always a pleasure.