Not long ago, a friend of mine called in tears because she’d broken down on a dark road outside Pretoria. Her car had overheated, and she was alone, nervously checking her phone signal, wondering who she could call at 9 p.m. It struck me then how differently women often experience the roads compared to men. Safety isn’t just about airbags and seatbelts—it’s about whether you feel vulnerable when your car lets you down, or when you’re parking late at night, or when you’ve got to drive home after an evening meeting.
That’s where 1st for Women has carved out its niche. Their pitch has always been simple: insurance that doesn’t just cover your car, but also accounts for the realities South African women face. On the surface, it sounds like clever marketing. But when you dig into their features, you start to see why so many women feel the brand “gets” them. At the same time, it’s worth asking: is female-focused insurance really offering something extra, or is it just packaging? Let’s take a closer look.
The Promise of Protection Beyond the Obvious
Standard car insurance—whether you buy it from Santam, OUTsurance, or MiWay—tends to look the same at first glance. You pay a monthly premium, your car gets covered for accidents, theft, or fire, and you cross your fingers that when you claim, the insurer actually delivers.
1st for Women, however, builds in extras that appear specifically aimed at common anxieties women voice. For example, their Guardian Angels on Call service sends out immediate help if you’re stranded. It’s not just a tow truck. It could be roadside assistance, a lift to safety, or even help with directions. That might not sound groundbreaking, but ask any woman who’s broken down at night along the R21, and she’ll tell you it’s the difference between panic and reassurance.
Critics might argue: shouldn’t all insurers offer this? They should, perhaps. But in practice, they don’t frame it as a key feature. By placing it front and center, 1st for Women signals, “We know this matters to you.” That’s powerful branding, yes—but also a genuine attempt to tackle a reality women drivers navigate every day.
Emotional Safety Is Still Safety
When I first started driving, I remember my father drilling into me the importance of checking the oil and tyre pressure. What he didn’t cover—because it never crossed his mind—was how to handle a situation if someone followed me into a parking garage. Or how unsafe it feels when you’re changing a tyre on the side of a busy road and strange men start offering “help.”
1st for Women includes personal accident cover and certain security-focused benefits that appear designed with those scenarios in mind. For instance, if you’re in a smash-and-grab incident, they’ll help cover stolen handbags and valuables. Some may dismiss that as trivial—after all, it’s just “stuff.” But losing a handbag can mean your ID, driver’s license, bank cards, and house keys are suddenly in a criminal’s hands. The ripple effect is enormous.
By acknowledging those small but impactful realities, the insurer creates an emotional connection. It’s not just about the car. It’s about your sense of control and peace of mind.
But Do Women Really Need Separate Insurance?
Here’s where things get a little complicated. Some people bristle at the very idea of female-focused insurance. “Isn’t it just reinforcing stereotypes?” they ask. “Why should insurance be gendered in the first place?”
It’s a fair point. In fact, in some countries, gender-based pricing models have already been outlawed because they were seen as discriminatory. South Africa hasn’t gone that far, but the conversation exists.
That said, 1st for Women’s approach doesn’t lean on outdated clichés like “women are bad drivers” (quite the opposite—statistics often suggest women are less reckless on the road). Instead, their differentiation lies in the add-ons, perks, and support services. The risk, of course, is that it can start to look like pink-washing if not handled carefully: slap a few “female-friendly” features on an otherwise standard policy and suddenly it’s marketed as revolutionary.
So, does 1st for Women cross that line? It seems less so than some critics might expect. Yes, their brand positioning is overtly gendered, but the features themselves appear practical and grounded in real issues. Whether you buy into the idea of gender-specific insurance is another debate altogether.
Affordability Meets Practicality
Budgets are tight for most South Africans right now, and women, statistically, are often carrying the heavier financial burden of childcare, household costs, and family responsibilities. That’s another reason female-focused insurance may resonate: it tends to come with competitive premiums.
1st for Women advertises lower premiums “because women are statistically lower risk.” That can be a touchy selling point. It sounds good—pay less because you drive safer—but it rests on the assumption that all women drive cautiously, and all men don’t, which is obviously not true. Still, on average, the numbers do tilt that way, and insurers work with averages.
For many women, though, the affordability is what seals the deal. It’s not just the perks, but the fact that the monthly debit order doesn’t completely wreck the budget. Insurance is one of those things you don’t appreciate until you need it, so the balance between cost and coverage becomes key.
A Personal Test of Trust
A few years ago, I was involved in a fender bender in Johannesburg. A taxi swerved in front of me, braked suddenly, and—bang—I tapped the back of his bumper. Not a huge accident, but the kind of thing that sends your heart rate soaring. My insurer at the time (not 1st for Women) dragged the claim out for weeks. Every phone call felt like a battle.
Talking to a colleague later, she shared how her claim with 1st for Women had been processed with surprising efficiency. She’d had her car back from the panel beaters in under two weeks. Maybe she got lucky with the assessor, maybe her case was straightforward. But the contrast in our experiences stuck with me.
Insurance, after all, is about trust. You don’t buy it hoping to use it. You buy it so that, if the worst happens, you’re not left stranded. The “female-focused” extras might win attention, but at the end of the day, it’s whether they pay out fairly that matters most.
Community and Empowerment
Another interesting angle is how 1st for Women positions itself not just as an insurer, but as part of a larger support system. Their 1st for Women Foundation has raised millions of rand for causes like combating gender-based violence. That’s not just marketing fluff—it channels actual funds into an issue many women feel strongly about.
Of course, some might roll their eyes and say it’s a clever PR strategy. And yes, it’s good PR. But even if the motive is partly branding, the outcome still supports shelters, helplines, and initiatives that otherwise struggle for funding. In a country where gender-based violence is a daily headline, that contribution matters.
Everyday Relevance
One of the clever aspects of their offering is how “everyday” the benefits feel. For example, Handbag Cover isn’t some abstract perk you’ll never use—it’s tied to the fact that most women carry handbags stuffed with essentials. Guardian Angels isn’t a luxury; it’s a service you’re thankful for the one time you need it.
Insurance often feels distant, almost theoretical. You pay month after month, and nothing happens—until something does. By including benefits that connect to daily routines and fears, 1st for Women makes insurance feel more tangible. That’s a smart way of bridging the gap between a grudge purchase and a product you actually value.
Where It Falls Short
It wouldn’t be fair to paint an entirely rosy picture. Some customers have reported frustrations—slow claims, higher excesses than expected, or call center issues. Those complaints aren’t unique to 1st for Women; they plague the whole industry. But they’re a reminder that while the female-focused branding is appealing, the fundamentals still need to be strong. No amount of handbag cover will make up for a rejected claim after an accident.
There’s also the broader concern of inclusivity. By marketing itself exclusively to women, the insurer risks alienating potential customers who don’t fit neatly into binary categories, or men who might want similar features. Wouldn’t a more modern approach be to offer “safety-focused” insurance for anyone who values these perks? That’s a question the brand may need to grapple with in the years ahead.
The Bottom Line
At its heart, 1st for Women’s female-focused features reflect a recognition that insurance isn’t one-size-fits-all. South African roads are unpredictable, sometimes dangerous, and layered with unique risks for women. By addressing those fears and inconveniences, the insurer provides not just financial cover, but a measure of emotional safety too.
Whether you see that as a marketing strategy, a social good, or both probably depends on your level of skepticism. Personally, I think it’s a bit of both. But if you’ve ever sat on the side of the highway with a flat tyre, nervously glancing over your shoulder, you’ll probably understand why these features matter.
Insurance is rarely a purchase anyone loves making. But if you can find a policy that feels like it was designed with your life in mind—not just your car—well, that’s something worth considering.