Pierre Bekker, CEO of Safire Insurance, recently celebrated 25 years with the company. He joined Safire in 1997 as Deputy General Manager, having served as a consultant the previous year while completing his studies.

1997 is a significant year in the company’s history. Safire launched its non-plantation short-term insurance to co-operative members and changed its name to the South African Fire and General Protection Co-operative Ltd after being known as the Central Timber Fire Protection Co-operative Limited since it was started as an insurance co-operative in 1987.

This revolutionary insurance model was conceived by Bailey Bekker, Pierre’s father, who, along with other timber-growers, wanted to provide affordable insurance cover for private timber-growers using a shared pool of resources.

Pierre was at the helm of the company as General Manager in the year 2000, another milestone year. During these twelve months, the structure of Safire changed: the co-operative was demutualised and the members became shareholders, and Safire received an insurance licence from the Financial Services Board. The following year, Safire transformed into Safire Insurance Company Limited and moved into Safire House in the prestigious Redlands Estate in Pietermaritzburg.

In the past 25 years since he came aboard, Pierre has steered the company towards becoming the successful nationwide short-term insurer it is today. Safire is proud of this diversification and expansion, especially as it came about without losing the personalised nature of the initial co-operative roots of the company. This is today enshrined in the ‘five fingers’ logo that sets out the characteristics that make Safire different.

Wishing Pierre sincere CONGRATULATIONS. Thank you for being a key part of the growth and success of the Safire Insurance group.