How Pineapple achieved triple-digit growth in only two years

Pineapple, a local insurance provider, has seen triple-digit growth since 2023 and has become one of South Africa’s most popular short-term insurers.

The insurance provider was founded to provide South Africans with a short-term insurance option that doesn’t feel outdated, overly expensive, frustrating, or boring.

• Click here to learn more about Pineapple and its insurance offering.

Thanks to this approach, Pineapple quickly rose to prominence in the industry and continues to expand rapidly, enjoying its best growth over the past two years.

This impressive growth has positioned it as South Africa’s fastest-growing short-term insurance provider.

“We’re incredibly humbled by the growth we’ve experienced and deeply grateful for the journey we’ve walked as Pineapple,” says Marnus van Heerden, CEO of Pineapple. “As we look ahead, we’re driven by the ambitious goals we’ve set — and we’re more determined than ever to roll up our sleeves, stay focused, and keep moving forward.”

We unpack the secret behind Pineapple’s success below.

Triple-digit growth and top-rated reviews

In 2024, Pineapple enjoyed triple-digit growth over the previous year, experiencing 178% active premium growth and a 209% increase in staff headcount.

Going into 2025, Pineapple has maintained this momentum with 89% active premium growth and a 48% increase in headcount so far.

 This growth will continue throughout 2025, with Pineapple having a great chance of breaking its 2024 record.

Pineapple has also seen a steady increase in its user ratings from 2024 to 2025.

On Hellopeter, its review score has increased from 4.5 in 2024 to 4.7 in 2025, while its Trustindex Rating increased from 9.8/10 to 10/10.

Pineapple’s score on Google Reviews has increased from 4.6/5 to 4.7/5, with the next best competitor having a 4.3 rating on Google.

This highlights that Pineapple continues to strengthen its position as South Africa’s premier short-term insurance provider.

Stellar services

The secret behind Pineapple’s incredible growth is the combination of its diverse range of services and how easy it makes the short-term insurance process in South Africa.

Clients can easily pick the right insurance products for their needs, and enjoy incredibly fast turnaround times—the set-up process takes less than 5 minutes.

Then, when clients need to lodge a claim, this process can be done from anywhere in seconds, thanks to the intuitive Pineapple app and website.

“The best marketing any brand can do is deliver an exceptional customer experience,” says Pineapple’s Chief Marketing Officer Nichole Shub. “When people are genuinely happy, they share it – and that’s how real growth happens. A referral is the most powerful and authentic form of marketing you can get. We still have big goals ahead of us, and with the incredible team we have in place, we’re just getting started. Watch this space.”

Pineapple also offers rewards points over time for using its services, which can then be redeemed to purchase items on its app through its partners.

Thanks to this simple, user-focused approach to short-term insurance, Pineapple is poised to continue its unprecedented growth journey.

Click here to learn more about Pineapple and its insurance offering.

Pineapple is underwritten by Old Mutual Alternative Risk Transfer Insure Limited and is a member of the Old Mutual Group.