Treating Customers Fairly

Last updated: 4 September 2026

Treating Customers Fairly is an outcomes-based approach to financial sector conduct in South Africa. BackedSure applies TCF principles across product selection, marketing, quotations, advice and intermediary services, policy administration, claims support, complaints and renewals.

Our Commitment

We aim to make professional insurance easier to understand and easier to access without hiding the limitations, underwriting requirements or exclusions that matter. Fairness is built into how we design forms, explain products, handle referrals, communicate decisions and support clients after sale.

Outcome 1: Fairness In Our Culture

Customers should be confident that they are dealing with a business where fair treatment is central to the way decisions are made. We consider fairness when designing workflows, choosing partners, handling complaints, reviewing content and monitoring customer outcomes.

Outcome 2: Products Designed For Identified Needs

Products and services should be designed and marketed for identified customer groups. BackedSure focuses on professional-service businesses and professionals with professional indemnity and related risks. We ask profession-specific questions so that cover discussions are aligned to the risk profile being presented.

Outcome 3: Clear Information

Customers should receive clear information and be kept appropriately informed before, during and after point of sale. We aim to explain product purpose, underwriting requirements, indicative pricing, limits, deductibles, exclusions, referrals, claims steps and renewal obligations in plain language.

Outcome 4: Suitable Advice Where Advice Is Given

Where advice is provided, it should be suitable and take account of the customer's circumstances. We gather relevant information before making recommendations and encourage clients to ask questions where a limit, exclusion, disclosure or product choice is unclear.

Outcome 5: Products Perform As Expected

Customers should receive products that perform as they have been led to expect, subject to policy terms. We seek to avoid overpromising, distinguish between indicative and binding terms, and make policy documents available so clients can understand what is and is not covered.

Outcome 6: No Unreasonable Post-Sale Barriers

Customers should not face unreasonable barriers when they need to change cover, submit documents, claim, complain or cancel. We provide contact channels, keep records, assist with insurer processes and tell customers where unresolved matters can be escalated.

Practical Measures

• Plain-language website and form content.
• Clear distinction between indicative pricing, referrals and binding quotations.
• Profession-specific information gathering.
• Escalation routes for complex underwriting or claims issues.
• Complaints process with access to relevant Ombud and regulator channels.
• Review of customer feedback, complaints and operational issues.
• Conflict-of-interest controls and disclosure where required.

Customer Responsibilities

Fair outcomes also depend on customers providing accurate information, reading policy documents, asking questions where anything is unclear, paying premiums when due, notifying us of material changes and reporting claims or circumstances promptly.

Contact

Questions or concerns about fair treatment can be sent to hello@backedsure.co.za. Complaints can be lodged through our Complaints Process.