Bridging the gap between tech and human advice

Johannesburg - Pieter Erasmus, who returned to Momentum Insure in May 2025 as the Executive Head of Sales and Distribution, with a mandate is to drive sustainable revenue growth, primarily by strengthening the business’s relationship with financial advisers and enhancing the intermediary value proposition says that he sees the future of insurance distribution not as a choice between digital and traditional, but as an omni-channel ecosystem.

Pieter, who has more than 19 years of experience in the insurance industry, says he views technology as the "ticket to the game" and an equaliser – but no longer a differentiator - essential for building a robust and future-ready business. One of his objectives at Momentum Insure is to leverage his deep experience to grow broker adoption of technology, recognising that broker adoption is key to client adoption.

“Momentum Insure is financially and operationally strong, making this the ideal time to invest in new sales channels and move beyond traditional call centre and distribution methods,” he says.  

“There is no question that technology will be key to any shifts with AI handling the more mundane work and improving efficiency, speed, pricing and lowering operational costs, which combined ultimately benefits the consumer through more affordable premiums.”

However, the human element - the financial adviser – will remain as critical as ever, he insists. “Advisers will increasingly focus on the ‘heavy lifting’ of providing quality financial advice, building relationships, and tending to the complex needs of clients, particularly in commercial lines.”

The industry, says Pieter, is rapidly shifting towards a model which gives customers the ability to choose how and when they engage with their insurer or broker - whether through a digital platform (app), a phone call, or a face-to-face meeting.

He also believes now is a good time to redefine the broker value proposition, particularly given how critical they are to the business. His strategy to achieve this is built on three core pillars: streamlining processes to ensure improved ease of doing business; offering competitive personal and commercial lines products, all backed by technology; and enabling strong, mutually beneficial partnerships, collaborations and relationships.

Pieter co-founded South Africa’s first digital insurance advice platform, Ctrl, in 2017. Ctrl’s mission was to simplify insurance by connecting consumers, financial advisers, and insurers through a digital ecosystem, making the process more user-friendly and accessible.

“Amongst the biggest lessons I took away from establishing an Insurtech business is just how critical adviser buy-in is for client adoption and the realisation that technological change in the industry takes time,” he says, explaining that he brings these lessons to his current role at Momentum Insure.

Pieter’s leadership philosophy is focused on surrounding himself with a skilled team and then empowering them with the necessary accountability. His role, he maintains, is to provide a clear purpose, create a supportive and positive environment, and manage the team effectively.

“It’s always important to celebrate any wins, learn from failures quickly, keep an eye out for opportunities and have fun in the process,” he says.

Erasmus says: “There is no doubt that the insurance industry still needs disruption to grow market penetration and serve the uninsured,” adding that more collaboration and data sharing across the insurance value chain, especially in the short-term insurance sector, will be key to growing the industry.