Pineapple

App-based short-term insurance for South African consumers

Customer Engagement Growth Series B

Overview

Pineapple is a digital insurance platform for personal lines consumers in South Africa, offering coverage for vehicles, home contents, and portable items through a mobile app. The company operates as an authorised financial services provider (FSP 48650) with underwriting carried out by Old Mutual Alternative Risk Transfer Insure Limited.

The platform uses a peer-to-peer (P2P) pooling model alongside AI-driven underwriting and telematics to deliver car, home contents, and per-item insurance. Customers can receive a quote in under 90 seconds and submit a claim in 30 seconds through the app with no paperwork. A usage-based insurance option rewards low-mileage drivers with up to 30% of their monthly premium returned. Pineapple reports operating at approximately 20% of the cost of traditional insurers.

Founded in 2017 after placing in a Hannover Re innovation competition, Pineapple raised a USD 5.3M Series A in 2021 and a USD 21.3M Series B in November 2023 -- the latter described as the largest insurtech fundraise on the African continent at the time. The company has a partnership with Travelers (USA) to provide a white-label insurance platform, and roughly half of its customer base consists of first-time insurance buyers. Pineapple was named an Endeavor Outlier in 2026, placing it in the top 10% of companies in the Endeavor global network.

Products & Services

Car Insurance (My Ride)

Comprehensive vehicle insurance starting from ZAR 459/month, with instant quote generation via mobile app, customer-selectable excess, and 24/7 roadside assistance covering fuel, tyre, and battery.

Key Features

Claims submission in 30 seconds through the app
Coverage for fire, theft, accident, hail, and weather damage
24/7 emergency roadside assistance

Target Users: South African vehicle owners

Drive Less Get Blessed (Usage-Based Insurance)

Telematics-powered UBI product that returns up to 30% of the monthly premium for drivers who travel under 300 km per month.

Key Features

Mileage tracking via mobile app
Premium rebate for low-mileage driving
AI-based driver behaviour analysis

Target Users: Low-mileage South African drivers

Per-Item Insurance (My Stuff)

Individual-item insurance for gadgets, electronics, and other portable valuables starting from ZAR 80/month.

Key Features

Per-item digital policy management
Coverage for loss, damage, and theft
No paperwork required

Target Users: South African consumers with high-value portable items

Home Contents Insurance

Digital coverage for household possessions, managed entirely through the Pineapple app.

Key Features

Fully online policy management
No paper forms
Integrated claims process

Target Users: South African homeowners and renters

At a Glance

Founded: 2017
Headquarters: Sandton, Johannesburg, South Africa
Employees: 51-200
Funding: Series B

Category & Focus

Category: Customer Engagement
Subcategories: Mobile App Usage-Based Insurance Peer-to-Peer Insurance Digital Distribution
Insurance Verticals: P&C Personal
Target Customers: Consumers