In South Africa, life insurance is often driven by brands that place a lot of emphasis on the concept of wellness. Consumers are encouraged and rewarded for making healthy choices but also penalised for failing to live up to their lofty expectations. The result is that many consumers feel judged and humiliated when the annual, obligatory health checks come along. It’s a dreadful feeling, knowing you’ll never be able to live up to these unrealistic health standards.

On the other hand, Liberty believes in radical acceptance. They don’t expect people to be perfect, but simply to come as they are. Because there is no such thing as perfect. And yet, why does it feel like you’re not welcome at your insurer unless you are?

In South Africa, life insurance is often driven by brands that place a lot of emphasis on the concept of wellness. Consumers are encouraged and rewarded for making healthy choices but also penalised for failing to live up to their lofty expectations. The result is that many consumers feel judged and humiliated when the annual, obligatory health checks come along. It’s a dreadful feeling, knowing you’ll never be able to live up to these unrealistic health standards.

On the other hand, Liberty believes in radical acceptance. They don’t expect people to be perfect, but simply to come as they are. Because there is no such thing as perfect. And yet, why does it feel like you’re not welcome at your insurer unless you are?