DirectAxis

DirectAxis, founded in 1995, is a South African financial services company that has been in operation for 25 years. Initially focused on direct-to-consumer insurance brokerage, the company expanded into personal lending shortly after. DirectAxis offers a range of products, including personal lending, life and short-term insurance, and access to financial health through its Pulse platform. It is the largest and most successful direct marketer in the financial services sector in South Africa and the continent. The company promotes responsible borrowing and lending, emphasizing compliance with the National Credit Act. As part of the FirstRand Group, DirectAxis continues its digitization journey to enhance customer experience and sponsors initiatives such as the Cape Town City FC's DreamClub 100 program, demonstrating its commitment to community development. As a business unit of FirstRand Bank Limited, an Authorized Financial Services and Registered Credit Provider (NCRP20), DirectAxis is positioned as a leading and successful entity in the country.