Prime Meridian Direct Rebrands To Prime
Prime Meridian Direct Rebrands To Prime. PMD becomes Prime South Africa, successfully simplifying and elevating its brand while staying true to its roots. Prime South Africa reinvents itself as a serious but approachable player in the competitive car insurance market. With its all-new, next-gen website, advanced client self-service portal and cutting-edge mobile apps, Prime emerges as a new standard in both the direct-to-market and digital or online car insurance landscapes.
“As South African motorists, we face many challenges and risks daily. Our mission has always been to enable our clients to live hope-filled lives, secure in the knowledge that we’ve got their back when things go wrong. By delivering our unique brand of car insurance with simplicity, authenticity, and humanity, we aspire to become South Africa’s most valued car insurance provider. And becoming Prime is an important next step in achieving this objective,” explains CEO Stuart Benfield.
“Truly becoming Prime – which means ‘the best’ – meant we had to carefully reposition and upgrade our digital presence as this is often a primary point of engagement with our clients. We had to deliver elegant, modern, responsive digital assets that make engaging with us easy and intuitive. We also really wanted to inject a proudly South African look and feel into our brand,” head of marketing Chantal Visagie adds.
As part of its rebrand, Prime has also introduced its innovative new mobile app, Prime Protect. New policyholders are given automatic free access to the data-free Prime Protect app, which offers several practical and potentially valuable benefits. These include R10,000 free Accidental Death Cover to financially support loved ones if you pass away in a car accident. You also get free, expert advice and assistance to claim from the Road Accident Fund if you’re injured. This is not to mention free private medical treatment for passengers injured in your car.
“Even the best brands continually evolve, adapting to changing market dynamics to remain relevant. But this is seldom an overnight process. We spent the last couple of years carefully researching, considering, and innovating the many moving parts and intricacies behind our new Prime brand. The rebrand is 100% about our clients. It’s about delivering the value they deserve and making things simpler and more reassuring for them,” comments Benfield.
“Our main goal is to create a genuine feeling of safety and belonging with our clients and their families. We want them to be proud to share that they’re with Prime to feel like they’re getting something different. Our upgraded product range sets Prime apart with exclusive features and benefits not available elsewhere,” he adds.
“We’re thrilled to introduce this fantastic mobile app that adds even more value to our clients’ policies. We want you to feel safe on the road, even when driving alone, knowing that help is just a few taps away. We also want to reward our clients with exclusive value-adding benefits that make a huge difference when you really need them,” says Benfield.
