Simply

Simply is a direct-to-consumer and B2B insurtech carrier based in Cape Town, South Africa, offering life, disability, and funeral insurance products via a fully digital platform. The company is registered as a Financial Services Provider (FSP #47146) and holds its products through a partnership with Hollard Life Assurance Company Limited, a licensed South African life insurer. Simply targets lower- and middle-income earners in the South African mass market, providing affordable, transparent insurance products that can be purchased entirely online.

Founded in 2015 by entrepreneur Anthony Miller and actuary Simon Nicholson, Simply operates a proprietary technology platform that enables straight-through online quote generation and policy purchase without intermediaries. The platform supports three main product lines -- Flexi Family Cover, Flexi Staff Cover, and Flexi Domestic Cover -- along with a white-label program for banks and insurers and an online broker portal for SME group benefits. The company was among the first in South Africa to offer instant online life insurance sign-ups and fully digital group cover solutions. Simply also integrates with payroll systems through a partnership with PaySpace.

Simply has received backing from Hollard Group (2016 seed investment, 2023 multi-year commitment) and Yellowwoods, a South African private investment group with insurance interests. The company operates at Growth stage with approximately 30 employees and an expanding distribution footprint through direct digital channels, white-label partnerships, and a broker-facing portal.