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SureBuddy – Mobile only InsurTech player offers sponsored insurance

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In Action Summary

SureBuddy is a Ugandan insurance app that offers free insurance coverage for niche risks such as funeral or screen replacement cover in exchange for watching sponsored ads.

The SureBuddy app is free for end users, advertisers pay SureBuddy to display advertisements on SureBuddy, which is then used to pay the premium for niche insurance coverage such as smartphone screen replacement insurance and other rewards.

Additionally, SureBuddy’s ads are non-intrusive, use very little data, and disappear with a single click.

In order to overcome consumer skepticism towards credible insurance plans, SureBuddy will implement the first phase of its service by providing screen cover insurance in collaboration with a local device repair merchant, Phone Doctor.

SureBuddy is currently available in Uganda, Nigeria and South Africa, with plans to roll out into 11 Sub-Saharan Africa countries, as well as India, Turkey, Indonesia, Philippines, Pakistan and South American countries.

SureBuddy app renders advertisements, the consumers watch the ads, and then receive free cover as a reward

How it works?

  1. Ads are displayed on user’s device once he or she calls/texts to redeem the free coverage.
  2. Users need to view a minimum of 180 ads each month. Approximately six ads a day to unlock their cover.
  3. If your screen breaks, you users claim in the app and SureBuddy will direct you to the nearest Phone Doctor, a repair company, to fix your phone.
  4. Phone Doctor will charge you a small administration fee of 10% of the repair cost.

SureBuddy’s approach to the African market is indeed interesting. Although the requirement of watching six ads per day would seem intolerable for a western audience, the low penetration rate of insurance in Africa combined with a high mobile penetration rate provides SureBuddy with a credible market entry strategy.

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