SureStart Online

SureStart Online Financial Services (Pty) Ltd is a South African digital insurance broker that serves businesses and platforms looking to embed click-to-buy insurance into customer purchase and checkout journeys.

Key capabilities include:

• Embedded insurance integrations: Builds API-driven insurance journeys that partners can place directly in e-commerce, mobility, ticketing, or subscription flows, so customers can buy cover in a few clicks at the point of sale.
• Brand-label insurance products: Offers ready-to-sell, online products such as Travelsafe (outbound leisure travel cover), Drone Covered (in-flight drone cover), [My]Cylution (personal cyber cover), SureThing (business third-party liability), Cyber SME (SME cyber cover), and Event Liability / Ease Events (event liability cover, including options for events up to 5,000 people and up to R10 million in cover).
• Broker administration and claims support: Provides digital cover and claims journeys, including a web-based claim logging option.
• Regulated brokerage for partner distribution: Operates as an authorised Financial Services Provider under the FSCA (FSP 47233), supporting compliant distribution models for embedded insurance.

Available on Web (surestart.co.za and brand-label sites) with API-based distribution for partner integrations.

Target users include South African retailers, e-commerce platforms, mobility services, ticketing platforms, subscription businesses, SMMEs, and event organisers, plus the end customers who buy the underlying insurance products.

Notable in South Africa for its focus on embedded insurance distribution and financial inclusion use cases, with reported scale of 300,000+ unique beneficiaries insured and millions of rand paid in claims.