About Us – LionLife Assurance

OVER 100 Years of Protecting Families

Over a century of
pride, purpose
& people

Founded in 1902, LionLife Assurance has stood by South African families through every chapter of life never losing sight of who we serve.

Our Story Our Values

The future is uncertain.
Your cover doesn’t have to be.

Established

1902 · 100% Black Owned · FSCA Regulated

Our Background

Where we come from

Over 120 years of history, built on community, trust and an unwavering commitment to South African families.

Our roots

Lion of Africa Life Assurance Company Ltd has its roots from the African People’s Organisation Burial Society Proprietary Ltd (“APO”), founded in 1902. In June 1944 the APO was registered as an insurer, conducting assistance business.

Growth & transformation

In 2002 Commlife Holdings Proprietary Limited (“Commlife”), an investment holding company, acquired APO and changed its name to Lion of Africa Life Assurance Company Limited (“LionLife”). LionLife is a South African life assurance company licensed by the Financial Services Board in terms of the Long-Term Insurance Act (No 52 of 1998) in 2005.

LionLife’s assurance activities are concentrated primarily on life assurance, funeral group schemes and funeral cover for individuals and families.

Today

Over the past decade LionLife has evolved from an assistance business insurer to a diversified financial service provider. From a financial perspective, LionLife has grown from strength to strength – our total assets have grown by more than 250% and our premium income increased by over 2 000%.

LionLife is a proud company with strong guiding principles and a core value of always having a client-centric focus. We strive to provide our clients with products that fit their specific needs, service and advice that considers their specific circumstances and fairness – throughout the time we call them our clients.

1902

APO Founded

African People’s Organisation Burial Society Proprietary Ltd established – providing community burial assistance.

1944

Registered as Insurer

APO registered as a formal insurer, conducting assistance business under South African insurance law.

2002

Commlife Acquisition

Commlife Holdings acquires APO and renames it Lion of Africa Life Assurance Company Limited.

2005

FSB Licensed

Fully licensed by the Financial Services Board under the Long-Term Insurance Act No 52 of 1998.

2023

Centenary – 100 Years

Celebrating a century of protecting South African families. Total assets up 250%+. Premium income up 2 000%+.

Our Declaration

“We will never stop learning, exploring and innovating. We stand by our brand and will ensure our products live up to our clients’ expectations.”

100% Black Owned Proudly South African Client-Centric FSB Regulated Innovation Driven

Our Values

What drives us every day

Our values aren’t words on a wall – they’re the commitments that shape every decision we make for our clients.

Client First, Always

We act with honesty, fairness and diligence in the interest of our clients – throughout every interaction, not just at point of sale.

Innovation & Growth

We understand that new business is pivotal to growth, and our current clients are the building blocks of our future. We never stop exploring.

Integrity & Accountability

We take initiative and do not fear failure – we take full accountability for our actions and decisions, and avoid any act that reflects adversely on our professional competence.

Community & Impact

In whatever we do, we aim to make a difference and have a positive impact – on our clients, our staff, and the communities we serve.

Open Communication

We communicate openly and without prejudice – internally with each other, and externally with every policyholder who trusts us.

Resilience

We learn from our mistakes – success is falling nine times and getting up ten. That resilience is in our DNA, and it’s been there since 1902.

Our DNA

The principles that define us

These aren’t guidelines – they’re the behaviours that make LionLife, LionLife.

Take Initiative

We take initiative and do not fear failure. We take accountability for our actions and decisions without hesitation.

Growth Mindset

New business is pivotal to growth, and current clients are the building blocks of our future. We nurture both.

Act with Honesty

We act with honesty, fairness and diligence in the interest of our clients in everything we do.

Open Dialogue

We communicate openly and without prejudice with each other and with every person we interact with.

Learn & Grow

We learn from our mistakes. Success is falling nine times and getting up ten – resilience is in our blood.

Professional Integrity

We act with integrity and avoid any act that reflects adversely on our professional competence or reputation.

Make a Difference

In whatever we do, we aim to make a difference and have a positive impact on clients, staff and communities.

Team Spirit

Our can-do attitude and camaraderie gives LionLife that X-Factor – and it starts with how we treat each other.

Over a century of pride, purpose & people