pineapple.co.za
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Pineapple: The Digital Insurance Disruptor
How a $52M startup is redefining short-term cover in South Africa
In a market dominated by legacy giants like Discovery and OUTsurance, Pineapple didn't just enter the insurance arena—it digitized it. Founded in 2017, this 215-person startup is leveraging tech to make insurance instant, transparent, and mobile-first.
"Pineapple isn't selling insurance; they're selling the elimination of paperwork and waiting periods. Their entire stack is built for the moment you need cover, not the next business day."
The Trust Equation
With 55% of traffic coming organically and 38% direct, Pineapple has achieved what most insurtechs fail at: brand recall. Users aren't searching for 'insurance'—they're searching for 'Pineapple.' The 104,100 monthly searches for just 'pineapple' prove they've transcended being a product to become a category in the user's mind.
The Growth Trajectory
Operating in a market where 'discovery' searches hit 350,550 monthly, Pineapple carved a niche by focusing on digital-first short-term insurance. Their tech stack—featuring Tailwind CSS, Swiper, and jQuery—suggests a pragmatic approach: use proven tools to move fast rather than over-engineer. This is a company optimizing for speed of execution over architectural purity.
The leadership team, led by co-founders Ndabenhle Ngulube and Marnus Heerden, has built a structure that scales. With dedicated roles like a Head of Department and Activation Officer, they're moving beyond startup chaos into structured growth. Their social presence across TikTok, LinkedIn, and Instagram shows they understand their audience lives on these platforms, not in call centers.
- Car, home, and portable items insurance—short-term focus eliminates long-term lock-in
- Digital-first claims process via [email protected], bypassing traditional paperwork
- Transparent terms and privacy policies accessible directly on-site
Pineapple is the blueprint for insurtech in emerging markets
They prove that in insurance, trust isn't built on legacy—it's built on user experience and transparent tech.
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Digital Insurance South Africa | Pineapple – Car, Home & More
Pineapple is a digital-first short-term insurer offering smart, instant cover for car, home & portable items — trusted by South Africans since 2017.
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About pineapple.co.za
Pineapple is a digital-first short-term insurer offering smart, instant cover for car, home & portable items — trusted by South Africans since 2017.
Company Overview
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Technology Stack
pineapple.co.za uses 24 technologies across their website including Font Awesome, HSTS, PHP, and more.
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Traffic & Audience
pineapple.co.za receives approximately 62.0K monthly visitors and ranks #485,037 globally. The website has a bounce rate of 51% with visitors viewing an average of 2.9 pages per visit. Users spend an average of 1:30 on the site.
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