African funerals are culturally important and integral to social life; to misunderstand or not give them due regard is considered highly disrespectful. They also require tremendous resources, more so when the deceased needs to be transported across borders. This is not something that can easily be handled by a family, given the number of procedures and differing protocols required at the various SADC borders. And, of course, there are serious cost implications that can further stress the already mourning relatives.
Specialising in funeral services for SADC nationals who have lived, worked and died in South Africa, particularly those from Zimbabwe, is Zororo Phumulani. Its CEO, Edwin Anderson, confirms an estimated 3 million Zimbabweans currently reside in South Africa. ‘If you include other SADC nationals, the figure is a significant percentage of the overall South African population. To say the market is huge for us, therefore, is not an exaggeration.’
The company repatriates in the region of 30 Zimbabwean deceased a month –including, over the past few years, footballer Edzai Kasinauyo, Judge Godfrey Chidyausiku and former Prime Minister Morgan Tsvangirai, the latter two involving the organisation of state funerals.
‘State funerals are complicated by nature and require enormous co-ordination efforts with government departments. It goes without saying that the services provided have to be perfect, and that government trusts us to conduct those speaks volumes of our level of competency and professionalism.’
This is reassuring for those who are in mourning and more so if they, or the deceased, have taken a financial services plan with Zororo Phumulani. Funeral insurance is one of the most popular types of insurance in sub-Saharan Africa, and gives comfort to the families of the insured in the event of death. African funerals, depending on the importance of the deceased and the repatriation destination, could cost as much as 15 times a monthly household income. It’s a hard ask in an economy that is sluggish.
‘This creates one of the challenges we face,’ says Anderson. ‘When an economy does not grow at a level enough to increase disposable income and growth is not inclusive, it impacts on our clients’ ability to pay their premiums.’ The company, however, is on a growth path. Earlier this year it announced plans to hire more staff, restructure and roll out franchising opportunities in South Africa, which has the potential of doubling field agents in the region.
Field agents are appointed to secure new policies for Zororo Phumulani’s major branches in Cape Town, Durban, Port Elizabeth and Polokwane, and head office in Johannesburg.
Zororo Phumulani has a number of plans available with the basic offering including repatriation to the deceased’s country of origin and a comprehensive funeral service by Doves Zimbabwe, of which Zororo Phumulani is a subsidiary.
Technology has been embraced, meaning customers can initiate policies online, adding to the already easy process of using call centres for registrations. Premium payments can be by debit order or cash at Shoprite, Checkers, Pick n Pay, Boxer and Usave stores.
Innovating a first in the funeral assurance industry is Zororo Phumulani’s travel insurance, at ZAR30 a month for a payment of ZAR20 000 cover for accidental death of a person while travelling. Luxury transport has also been added to the organisation’s fleet with the inclusion of Toyota Quantums and Mercedes-Benz Vitos.
Overall, explains Anderson, while Zororo Phumulani’s business may be about death, it also embraces life, ‘which is why we also have strong CSI initiatives, such as the appointment of brand ambassador, footballer Peter Ndlovu’, he says. The well-known soccer star endorses the organisation’s Zimbabwe Football Family policy for Zimbabweans playing soccer in South Africa.
‘The ambassador provides life-skills coaching, inclusive of financial management, healthy living and fitness,’ says Anderson. ‘We are also donating laptops to deserving Zimbabwean and South African students at tertiary institutions, and we will be building a computer laboratory in honour of seven-year-old Shelton Karuweruwe, who was tragically murdered last year, at his school in North West.’
Zororo Phumulani, as Anderson explains, has ‘a renewed focus on other SADC countries besides Zimbabwe’, and expects more growth from these countries. ‘We are also moving into areas in South Africa where we do not have a presence, and we are intent on opening offices in those areas. We have already opened 13 this year alone.
‘We believe that there are still a large number of individuals who we have not reached but need our services,’ he says. ‘We are increasing our visibility to bridge that gap.’
