iEnsure has a Business 2 Business (B2C) Strategy, the customers being Funeral Parlours, Trade Unions, Churches and Associations. The Business 2 Customer (B2C) strategy is executed through agents and online platforms. iEnsure started the B2B in March 2018 and to date has more than 45 000 main members policy holders and more than 100 00 lives covered for funeral policies. The B2C started in August 2018 and currently the business has 1 200 main policy holders.
The company also offers its flagship Tinokunda Funeral Plan which is targeted at the foreign nationals living in South Africa, most of which are excluded from the mainstream insurance products offered by local South African players. This presents a huge opportunity as the foreign nationals /diaspora market in South African is estimated at about 3 million people most of whom struggle to access financial services.