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SOUTH AFRICAN LONG-TERM INSURANCE INDUSTRY LANDSCAPE REPORT
COMPILED: DECEMBER 2019
Insight Survey is a South African B2B market research company with more than 10 years experience, focusing on
business-to-business (B2B) market research to ensure smarter, more-profitable business decisions are made with
reduced investment risk.
COMPANY OVERVIEW
2
At Insight Survey, we believe in the advantage market research gives business
leaders to fully understand their industry, facilitate business strategy, improve
company performance, and drive company growth.
We offer B2B market research solutions to help you to successfully improve or expand your business, enter new
markets, launch new products or better understand your internal or external environment.
Our bespoke Mark Intelligence Research can help
give you the edge in a global marketplace,
empowering your business to overcome industry
challenges quickly and effectively, and enabling you
to realise your potential and achieve your vision.
From strategic overviews of your business’s
competitive environment through to specific
competitor profiles, our customized Competitive
Intelligence Research is designed to meet your
unique needs.
OUR RESEARCH SOLUTIONS
Competitor
Pricing
Research
Store Visits
and Store
Checks
Competitor
Interviews
Customer
Interviews
Company
Website
Analysis
Governmental
Held Records
MARKET AND COMPETITIVE INTELLIGENCE
FINANCIAL SERVICES EXPERIENCE
Our Industry Landscape reports and research services have been utilised by global and South African companies:
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REPORT OVERVIEW
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The South African Long-Term Insurance Industry Landscape Report (116 pages) provides a dynamic synthesis of industry research,
examining the local and global Long-Term Insurance Industry from a uniquely holistic perspective, with detailed insights into the current
market dynamics and stakeholder positioning – from market size, industry trends, industry drivers & challenges, to competitor and product
analysis.
For the Global Long-Term Insurance Industry Section:
What are the current market dynamics (overview, market environment, industry association, and key regional markets –
advanced and emerging markets) of the Global Long-Term Insurance industry?
Who are the key Global InsurTech firms?
What are the Global Long-Term Insurance industry trends, drivers, and challenges?
For the South African Long-Term Insurance Industry Section:
What are the current market dynamics (overview, market environment, and market dynamics) of the South African Long-Term
Insurance industry?
What who are the key InsurTech firms in South Africa?
What are the South African Long-Term Insurance industry trends, drivers, and challenges?
For the South African Long-Term Insurance Competitor Analysis Section:
Who are the key market players (financial institutions and insurance companies) in the South African Long-Term Insurance
industry?
What is the core strategy of each key player in the Long-Term Insurance industry?
What is the brand positioning, marketing, and advertising overview for each key player?
What Long-Term Insurance products are offered by each key player?
SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:
SCREENSHOTS FROM REPORT
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116 page report filled with detailed charts, graphs, tables and insights
By country, the US continued to be the largest Long-
Term Insurance market in 2018. However, China is set to
become the largest insurance market by the mid-2030s,
surpassing the US. The Chinese market has witnessed
significant growth, increasing its premium share from
0% in 1980 to 11% in 2018. In addition, China’s global
premium share is set to reach 20% by 2029.
❑ In terms of Long-Term Insurance specifically, the US was the
largest market in 2018, contributing US$593 billion, as illustrated
in the graph below. This was followed by Japan and China.
443
71 54 22
0100200300400500
Emerging Asia(incl. China)
Latin America andCaribbean
Middle East andAfrica
Emerging Europeand Central Asia
REGIONAL EMERGING LONG-TERM INSURANCE MARKET SIZES: 2018* (IN US$ BILLION)
934
650 647
0
200
400
600
800
1,000
Advanced EMEA Advanced Asia-Pacific US and Canada
REGIONAL ADVANCED LONG-TERM INSURANCE MARKET SIZES: 2018* (IN US$ BILLION)
*Estimated
Regionally, in terms of Long-Term Insurance, advanced
EMEA represented the largest advanced regional market
in 2018, whilst emerging Asia-Pacific (including China)
represented the largest emerging regional market, as
illustrated in the graphs below.
SAMPLE FROM REPORT:GLOBAL KEY MARKETS REGIONAL OVERVIEW
7
593
334 313
236165
125 102 98 9654
0
100
200
300
400
500
600
700
UnitedStates
Japan China UnitedKingdom
France Italy Taiwan SouthKorea
Germany Canada
TOP 10 LONG-TERM INSURANCE MARKETS: BY COUNTRY IN 2018* (IN US$ BILLION)
Source: SwissRe_Sigma3_2019; SwissRe2 Image Source: Icon-library.net; Strategy-business; Postoffice; Iemasfinancialservices
*Estimated
SAMPLE FROM REPORT:SA INDUSTRY TRENDS
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❑ As such, the popularity of luxury funerals has also had an influence on
the Long-Term Insurance industry, with approximately 18.9 million
South Africans currently having funeral cover and more South Africans
increasing their life and funeral policies to cover the costs of a lavish
funeral. This figure is expected to increase as luxury funerals become
more popular.
❑ In light of this growing trend of luxury funerals, it is expected that Long-
Term insurers will take advantage of this opportunity and customise
their funeral cover offering to include luxury add-ons which address
clients needs as well as by attracting new clients.
Luxury Funerals Becoming More Popular
❑ In recent years, South Africans have started spending more on so
called ‘luxury funerals’ with funeral parlours noticing an increase in
special requests, ranging from lavish funeral services and items to
modes of transportation. This represents an opportunity for the
Long-Term Insurance industry, whereby insurers could customise
their funeral policies to address the needs of consumers.
❑ An increase in special requests, such as coffins with imported
luxury domes, flower arrangements, WiFi, soft sofas, red carpets,
transporting the coffin in a luxury German hearse or helicopter
have resulted in the trend of luxury funerals. This has resulted in
many South Africans spending up to approximately a year’s salary
on a funeral.
❑ According to the president of the National Funeral Director’s
Association of South Africa, Lawrence Konyana, South Africans
are spending between R100,000 and R200,000 on a funeral for
their loved ones as people are inspired by high-profile funerals
and reality TV. Furthermore, it is estimated that South Africans
spend approximately R10 billion annually on funeral accessories.
❑ The location of the grave has also become a popular topic of
conversation. For example, a 8-person family plot in Nasrec
Memorial Park could range from R24,500 to R360,000 depending
on the location and view of the plot. This price also includes luxury
add-ons such as plants and benches.
Source: SABCNews; Moneyweb; PressReader Image Source: CityPress
SAMPLE FROM REPORT:DISCOVERY LIFE LTD FINANCIAL PERFORMANCE
9
According to Discovery Limited’s Audited Results and
Cash Dividend Declaration for the year ended 30 June
2019, the group’s operating profit decreased from
approximately R8.3 billion in 2018 to approximately R7.5
billion in 2019 as illustrated by the adjacent table.
❑ The adjacent graph also illustrates the Discovery Group’s
normalised profit from operations for established businesses. The
Discovery Life segment contributed the largest proportion of
normalised profit from operations, contributing approximately R3.2
billion for the year ended 30 June 2019. This was followed by
Discovery Health valued at approximately R3.0 billion in 2019.
❑ However, the group reported that Discovery Life’s normalised
operating profit had declined by 9%, from approximately R3.5
billion in 2018 to approximately R3.2 billion in 2019. The
normalised operating profit was affected by high-value mortality
claims in the first half of the year.
❑ Despite economic pressure and a declining market, the segment’s
new business annualised premium income increased by 6% from
R2.2 billion in 2018 to R2.3 billion in 2019. The increase was
coupled with market share growth of 31% in the retail affluent
sector.
❑ The group also reported that gross inflows under management
increased by 11%, with Discovery Life posting an increase of 9%
from R11.1 billion in 2018 to approximately R12.2 billion in 2019.
Source: DiscoveryAuditedResults2019 Image Source: KissPNG; TheNounProject; Free; Vitality; Vlife; Vitality2; Discovery
Discovery Limited Annual
Results (In ZAR Million)
Year Ended
30 June 2019 30 June 2018
Insurance Premium Revenue R43,036 R36,685
Net Insurance Premium
RevenueR37,441 R32,329
Net Income R57,253 R52,800
Profit from Operations R7,536 R8,260
Profit for the Year R6,614 R5,735
3,2303,044
966758
578
60
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Life Health Invest VitalityHealth VitalityLife Vitality
DISCOVERY LIMITED’S NORMALISED PROFIT FROM OPERATIONS IN ESTABLISHED BUSINESSES FOR THE
YEAR ENDED 30 JUNE 2019 (IN ZAR MILLION)
Despite being a mutual assurance society and funeral
service provider, AVBOB positions its brand as a
company that does not sell death but rather sells their
clients a sense of hope.
❑ With roots dating as far back as 1918, the company started off as
a benevolent fund and burial society. Today, AVBOB has
developed its product offering by becoming a one-stop solution for
funeral services, as they provide an array of death insurance and
burial options, as well as a single life insurance product offering.
❑ The company’s commitment to putting its clients first and its
unwavering pledge to excellence and ever improving customer
service essentially reaffirms its tagline or slogan which is ‘we’re
here for you’
❑ In 2019, AVBOB attained a number of achievements. AVBOB was
amongst the top company's in the 2018/19 Ask Afrika Orange
Index, which measures best practice in service across various
industries. More specifically, AVBOB achieved the highest service
score within the Funeral/Burial Services industry category in 2019.
❑ In addition, AVBOB has taken on a social conscious role whereby
it provides its social media followers with advice on wellness. This
has been achieved through the company’s #AVBOBFamily
#AVBOBWellness campaign. Through this campaign the company
motivates it followers to take on healthy lifestyles and also
spreads awareness on health matters such as diabetes.
Source: MarkLives; AskAfrika; Twitter; AVBOB IR 2019; BusinessInsider Image Source: Facebook; Twitter; Facebook; LinkedIn; FB2; FB3; FB4; AffianceF
AVBOB’s Social Media Following – w/c 18 November 2019
N/A168,662 2,170 2,982
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❑ Furthermore, in terms of its holistic approach to life, AVBOB has recently
introduced an environmentally friendly alterative to flame-based
cremation known as "Aquamation“. With the implementation of this
project the company estimates that 20-30% more ash remains are
returned to the family.
SAMPLE FROM REPORT: AVBOB - BRAND AND ADVERTISING
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Products/ Services
Critical/Severe Illness Cover X X
Disability Cover X X X
Education Cover X
Expense/Debt Protector Cover(e.g. debt, expenses, loans)
X X
Funeral Cover X X X X X
Impairment Cover
Income Protector X
Life Insurance X X X X X X X
Critical Illness Benefit X X X X
Disability Benefit X X X X
Education Benefit X X
Expense/Debt Protector Benefit (e.g. debt, expenses, loans)
X
Funeral Benefit X X X
Income Protector Benefit X
Terminal Illness Benefit X X
Retirement Annuity X X X X X
SAMPLE FROM REPORT:LONG-TERM INSURANCE PRODUCT MATRIX SUMMARY
Source: 10X; 1Life; ARL; ARL2; ARL3; AlexF; AlexF2; Assupol; Assupol2; AB; AB2; Clientele; Clientele2; Dis Image Source: 10X; 1Life; ARL; AlexF; Assupol; AVBOB; Clientele; Discovery
2. Global Long-Term Insurance Industry (25 pages):
2.1 Global Industry Overview: LONG-TERM INSURANCE PREMIUMS (BY LINE OF BUSINESS IN PERCENTAGE): 2018* (Graph)
2.2 Global Insurance Association
2.3 Global Market Environment: CONTRIBUTION TO ANNUAL REAL LONG-TERM PREMIUM GROWTH BY REGION UNTIL 2020* (IN PERCENTAGE POINTS) (Graph)
2.4 Global Key Markets: Regional Overview: REGIONAL ADVANCED LONG-TERM INSURANCE MARKET SIZES: 2018* (IN US$ BILLION); REGIONAL EMERGING LONG-TERM
INSURANCE MARKET SIZES: 2018* (IN US$ BILLION); TOP 10 LONG-TERM INSURANCE MARKETS: BY COUNTRY IN 2018* (IN US$ BILLION) (Graphs)
2.5 Global Key Markets: Advanced Markets
2.6 Global Key Markets: Emerging Markets
2.7 Global Insurtech Firms
2.8 Global Industry Trends
2.9 Global Industry Drivers
2.10 Global Industry Challenges
1. Executive Summary (3 pages):
1.1 Global Industry Snapshot
1.2 South African Industry Snapshot
1.3 Industry Drivers & Restraints
TABLE OF CONTENTS
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TABLE OF CONTENTS
13
3. South African Long-Term Insurance Industry (17 pages):
3.1 South African Industry Overview: Long-Term Insurance Industry: NET PREMIUMS SEGMENTED BY CLASSES OF POLICIES FOR THE SIX MONTHS ENDED JUNE: 2017
VS 2018 (IN PERCENTAGE) (Graph)
3.2 South African Industry Overview: Long-Term Insurance Complaints Overview: COMPLAINTS RECEIVED SEGMENTED BY TYPE: 2018 (IN PERCENTAGE) (Graph)
3.3 South African Ombudsman Report: Nature of Complaints of Cases Finalised (Table)
3.4 South African Ombudsman Report: Complaints Data (Table)
3.5 South African Market Environment: FINANCIAL OVERVIEW OF TOP INSURERS 2018 (Table)
3.6 South African Market Dynamics: SA LIFE INSURANCE CUSTOMER SATISFACTION INDEX: 2018 (IN INDEX POINTS) (Graph)
3.7 South African Insurtech Firms
3.8 South African Industry Trends
3.9 South African Industry Drivers
3.10 South African Industry Challenges
4. South African Long-Term Insurance Competitor Analysis (58 pages):
4.1 South African Long-Term Insurance Competitor Analysis: Financial Institutions (15 pages)
4.1.1 Absa Life Limited: Overview
4.1.2 Absa Life Limited: Financial Performance: ABSA GROUP INTERIM RESULTS (IN ZAR MILLION); ABSA SOUTH AFRICA’S LIFE INSURANCE NET INSURANCE PREMIUM
INCOME FOR THE PERIOD ENDED 30 JUNE: 2018 VS 2019 (IN ZAR BILLION) (Table and Graph)
4.1.3 Absa Life Limited: Brand and Advertising
4.1.4 Capitec Bank: Overview
4.1.5 Capitec Bank: Financial Performance: CAPITEC BANK HOLDINGS LIMITED’S INTEGRATED ANNUAL RESULTS (IN ZAR THOUSAND); CAPITEC’S HEADLINE EARNINGS
FOR THE YEAR ENDED 28 FEBRUARY 2019: 2018 VS 2019 (IN ZAR BILLION) (Table and Graph)
4.1.6 Capitec Bank: Brand and Advertising
4.1.7 FNB: Overview
4.1.8 FNB: Financial Performance: FIRSTRAND ANNUAL RESULTS (IN ZAR MILLION); FNB’S NORMALISED PROFIT BEFORE TAX BY SEGMENT FOR THE YEAR ENDED 30
JUNE 2019 (IN ZAR MILLION) (Table and Graph)
4.1.9 FNB: Brand and Advertising
4.1.10 Nedgroup Life: Overview
4.1.11 Nedgroup Life: Financial Performance: NEDBANK INTERIM RESULTS (IN ZAR MILLION); NEDBANK’S HEADLINE EARNINGS (2018 VS 2019) (IN ZAR MILLION)
(Table and Graph)
4.1.12 Nedgroup Life: Brand and Advertising
4.1.13 Standard Insurance Limited: Overview
4.1.14 Standard Insurance Limited: Financial Performance: STANDARD BANK GROUP INTERIM RESULTS (IN ZAR MILLION); GROUP HEADLINE EARNINGS: 2018 VS 2019 (IN
ZAR BILLION) (Table and Graph)
4.1.15 Standard Insurance Limited: Brand and Advertising
TABLE OF CONTENTS
14
4. South African Long-Term Insurance Competitor Analysis (Continued) (58 pages):
4.2 South African Long-Term Insurance Competitor Analysis: Insurance Companies (40 pages)
4.2.1 10X Investments: Overview
4.2.2 1Life: Overview
4.2.3 1Life: Brand and Advertising
4.2.4 African Rainbow Life: Overview
4.2.5 Alexander Forbes: Overview
4.2.6 Alexander Forbes: Financial Performance: ALEXANDER FORBES ANNUAL RESULTS (IN ZAR MILLION); OPERATING INCOME FOR ALEXANDER FORBES’ REGULATED
ENTITIES: 2019 (IN ZAR MILLION) (Table and Graph)
4.2.7 Alexander Forbes: Brand and Advertising
4.2.8 Assupol Life: Overview
4.2.9 Assupol Life: Financial Performance: ASSUPOL HOLDING FINANCIAL RESULTS (IN ZAR THOUSAND); ASSUPOL’S NET INSURANCE BENEFITS AND CLAIMS BY
INDIVIDUAL BENEFITS FOR THE YEAR ENDED 30 JUNE 2019 (IN ZAR MILLION) (Table and Graph)
4.2.10 Assupol Life: Brand and Advertising
4.2.11 AVBOB: Overview
4.2.12 AVBOB: Financial Performance: AVBOB GROUP INTEGRATED ANNUAL FINANCIAL RESULTS (IN ZAR THOUSANDS); AVBOB PREMIUM REVENUE FOR THE YEAR
ENDED 30 JUNE: 2018 VS 2019 (IN ZAR MILLION) (Table and Graph)
4.2.13 AVBOB: Brand and Advertising
TABLE OF CONTENTS
15
4. South African Long-Term Insurance Competitor Analysis (Continued) (58 pages):
4.2 South African Long-Term Insurance Competitor Analysis: Insurance Companies (Continued) (40 pages)
4.2.14 Clientèle Limited Group: Overview
4.2.15 Clientèle Limited Group: Financial Performance: CLIENTÈLE LIMITED GROUP INTEGRATED ANNUAL REPORT (IN ZAR THOUSANDS); CLIENTÈLE LIMITED GROUP’S
HEADLINE EARNINGS FOR THE YEAR ENDED 30 JUNE: 2018 VS 2019 (IN ZAR MILLION) (Table and Graph)
4.2.16 Clientèle Limited Group: Brand and Advertising
4.2.17 Discovery Life Ltd: Overview
4.2.18 Discovery Life Ltd: Financial Performance: DISCOVERY LIMITED ANNUAL RESULTS (IN ZAR MILLION); DISCOVERY LIMITED’S NORMALISED PROFIT FROM
OPERATIONS IN ESTABLISHED BUSINESSES FOR THE YEAR ENDED 30 JUNE 2019 (IN ZAR MILLION) (Table and Graph)
4.2.19 Discovery Life Ltd: Brand and Advertising
4.2.20 Hollard Life Assurance: Overview
4.2.21 Hollard Life Assurance: Financial Performance: HOLLARD GROUP ANNUAL FINANCIAL STATEMENTS (IN ZAR THOUSANDS); THE HOLLARD GROUP’S NET
INSURANCE CLAIMS FOR THE YEAR ENDED: 2017 VS 2018 (IN ZAR BILLION) (Table and Graph)
4.2.22 Hollard Life Assurance: Brand and Advertising
4.2.23 Just: Overview
4.2.24 Liberty Holdings: Overview
4.2.25 Liberty Holdings: Financial Performance: LIBERTY HOLDINGS INTERIM RESULTS (IN ZAR MILLION); LIBERTY GROUP EARNINGS CONTRIBUTION BY SEGMENT FOR
THE SIX MONTHS ENDED 30 JUNE 2019 (IN ZAR MILLION) (Table and Graph)
4.2.26 Liberty Holdings: Brand and Advertising
TABLE OF CONTENTS
16
4. South African Long-Term Insurance Competitor Analysis (Continued) (58 pages):
4.2 South African Long-Term Insurance Competitor Analysis: Insurance Companies (Continued) (40 pages)
4.2.27 Momentum Metropolitan Holdings: Overview
4.2.28 Momentum Metropolitan Holdings : Financial Performance: MOMENTUM METROPOLITAN HOLDINGS FINANCIAL RESULTS (IN ZAR MILLION); MOMENTUM
METROPOLITAN HOLDINGS DILUTED NORMALISED HEADLINE EARNINGS FOR THE PERIOD ENDED 30 JUNE: 2018 VS 2019 (IN ZAR MILLION) (Table and Graph)
4.2.29 Momentum Metropolitan Holdings: Brand and Advertising
4.2.30 Old Mutual: Overview
4.2.31 Old Mutual: Financial Performance: OLD MUTUAL GROUP’S INTERIM RESULTS (IN ZAR MILLION); OLD MUTUAL PERSONAL FINANCE’S RESULTS FROM OPERATIONS
FOR THE SIX MONTHS ENDED 30 JUNE 2019 (IN ZAR MILLION) (Table and Graph)
4.2.32 Old Mutual: Brand and Advertising
4.2.33 OUTsurance: Overview
4.2.34 OUTsurance: Financial Performance: OUTSURANCE FINANCIAL RESULTS (IN ZAR MILLION); OUTSURANCE’S NORMALISED EARNINGS BY REGION FOR THE YEAR
ENDED 30 JUNE 2019 (IN PERCENTAGE) (Table and Graph)
4.2.35 OUTsurance: Brand and Advertising
4.2.36 PPS: Overview
4.2.37 PPS: Financial Performance: PPS INTEGRATED REPORT (IN ZAR THOUSANDS); PPS TOTAL REVENUE FOR THE YEAR ENDED 31 DECEMBER: 2017 VS 2018 (IN ZAR
BILLION) (Table and Graph)
4.2.38 Sanlam: Overview
4.2.39 Sanlam: Financial Performance: SANLAM INTERIM RESULTS (IN ZAR MILLION); SANLAM’S GROUP EQUITY VALUE BY GROUP OPERATIONS FOR THE SIX MONTHS
ENDED 30 JUNE 2019 (IN ZAR BILLION) (Table and Graph)
4.2.40 Sanlam: Brand and Advertising
TABLE OF CONTENTS
17
4. South African Long-Term Insurance Competitor Analysis (Continued) (58 pages):
4.3 South African Long-Term Insurance Competitor Analysis: Product Matrix (3 pages)
4.3.1 Financial Institutions Product Matrix (1 page)
4.3.1.1 Long-Term Insurance Product Analysis – Critical/Severe Illness Cover; Disability Cover; Education Cover; Expense/Debt Protector Cover (e.g. debt,
expenses, loans); Funeral Cover; Impairment Cover; Income Protector; Life Insurance (Critical Illness Benefit; Disability Benefit; Education Benefit;
Expenses/Debt Protector Benefit (e.g. debt, expenses, loans); Funeral Benefit; Income Protector Benefit; Terminal Illness Benefit); Retirement Annuity –Comparative product analysis for Absa Life Limited, Capitec Bank, FNB, Nedgroup Life, and Standard Insurance Limited
4.3.2 Insurance Companies Product Matrix (2 pages)
4.3.2.1 Long-Term Insurance Product Analysis – Critical/Severe Illness Cover; Disability Cover; Education Cover; Expense/Debt Protector Cover (e.g. debt,
expenses, loans); Funeral Cover; Impairment Cover; Income Protector; Life Insurance (Critical Illness Benefit; Disability Benefit; Education Benefit;
Expenses/Debt Protector Benefit (e.g. debt, expenses, loans); Funeral Benefit; Income Protector Benefit; Terminal Illness Benefit); Retirement Annuity –Comparative product analysis for 10X Investments, 1Life, Alexander Forbes, African Rainbow Life, Assupol Life, AVBOB, Clientèle Limited Group, Discovery Life Ltd, Hollard
Life Assurance, Just, Liberty Holdings, Momentum Metropolitan Holdings, Old Mutual, OUTsurance, PPS, and Sanlam
TABLE OF CONTENTS
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