Insurance that keeps up with Modern Life
We're on a mission to make financial security a no-brainer for South Africans.
Life is busy, unpredictable, and full of twists and turns
At Simply, we get it. Life is busy, unpredictable, and full of twists and turns. That's why we believe Life insurance should be simple, affordable, and designed to keep up with the pace of modern Life. We're on a mission to make financial security a no-brainer for South Africans. Whether it's Life, Disability, or Funeral Cover, we've got your back with insurance that's as easy to understand as it is to get.
We know that losing a breadwinner can put a massive strain on families. That's why we jumped in to change the game, creating Simply to offer straightforward, flexible, affordable insurance that helps you, your family and your employees sleep easier at night.
Founded
FSP 47146
Digital first
Hollard backed
Built by people who wanted to change the game
Simply was founded in 2015 by two guys with one big goal: shake up the old-school insurance industry and get more South Africans more, better cover. Engineer-turned-entrepreneur Anthony Miller teamed up with varsity friend and actuary Simon Nicholson and together, they built a company that really puts customers first. At Simply, we're all about insurance that's honest, easy, and built on trust.
Insurance doesn't have the best reputation. We're changing that.
Let's face it: insurance doesn't have the best reputation. But we're changing all that! We've taken a fresh approach that makes Life insurance smart, simple, and (dare we say it?) actually enjoyable to deal with. Using cutting-edge tech and creativity in product design, we've made getting and paying for cover a breeze. No paperwork, no stress. Just a few clicks, and you're sorted. Our vision? To be South Africa's leading digital Life insurer, because insurance should be as unique and dynamic as you or your business are.
A team with heart
We're not just an innovative and driven Life insurance company. We're a team of real people who care deeply about making a difference. From launching South Africa's first instant online Life insurance sign-ups to creating fully digital staff cover and integrating with payroll systems, we're pushing boundaries and challenging the status quo daily. And guess what? We're only just getting started!
People first
Real people who care deeply about making a difference.
Innovation
Cutting-edge tech and creativity in product design.
Trust
Underwritten by Hollard. Claims taken care of when you need them most.
Simplicity
No paperwork, no stress. Just a few clicks and you're sorted.
Our board
Anthony Miller
Co-founder & CEO
An entrepreneur driven to make insurance simple, accessible, and affordable for every South African.
Simon Nicholson
Co-founder & actuary
Simon brings deep technical expertise to product design, ensuring every policy is built on solid, reliable foundations.
James Orford
Board member
With over 25 years of investment experience across private equity, venture capital, public markets, and private credit, James drives strategic growth and long-term value creation.
Besa Ruele
Board member | chief executive officer, Hollard Life Solutions | actuary
Besa brings extensive actuarial and leadership expertise, ensuring simply's products are backed by strong underwriting and trusted industry experience.
Scott Gilmour
Director, Yellowwoods | board member
Scott brings extensive strategic and investment expertise, supporting simply's long-term growth and governance as a board member.
Backed by
When it comes to your financial security, we don't mess around. Simply products are underwritten by insurance heavyweight Hollard (The Hollard Life Assurance Company Ltd). What does that mean for you? It means your claims will be taken care of when you need them most. Guaranteed.