Case Study: Santam Safety Challenge 2016

With the huge advancements being made in technology, IoT, wearables, drones, and beyond, Santam is looking for innovative ways to keep South Africans safer.


August 2016 to June 2017


What if you could use a print ad to test tyre tread and ensure your safety on the road?


The idea is simple, yet it has the potential to improve the safety of South Africans in an innovative way.


Santam, South Africa’s leading short-term insurer, believes that is what insurance good and proper means – not only being there for their clients when something goes wrong, but helping to prevent it from happening in the first place.


All it takes is one idea, which is why LaunchLab has partnered with Santam.


With Santam’s help and R150 000 incubation support from the LaunchLab, your one-of-a-kind idea could become a one-of-a-kind safety solution.




We received 170 entries, which we shortlisted to 20 to pitch to an executive panel from Santam.


From this 20, 10 were selected for further incubation with LaunchLab. After several months of working with LaunchLab, this 10 was filtered down to 4 that had real commercial potential.


After further connection with Santam and more customer and product development, one business stood as the winner of the inaugural Santam Safety Challenge, Jonga.


Jonga is a tech startup and social enterprise that provides simple, low cost and most importantly community based alert systems for lower to middle income households. It consists of an alarm and app combo that notify you and allow you to panic when being burgled or just allows you to panic when experiencing or witnessing crime whilst in the streets. It then sends a panic notification along with your location to all the Jonga app users within the area. Its purpose is to allow for real crime reporting, making people aware about potential threats in the vicinity and lastly prompting community watch responses.