, April 11 -- That's why I thought Santam's use of an umbrella as a symbol was particularly apt.

Of course, having that cover for a rainy day means nothing if your insurer fights you every step of the way. As is the implication from one insurer who promises to pay "100% of valid claims", claims which one of its assessors, or a committee, will decide which are valid or not.

We've got your back is the idea behind the latest Auto and General ad: When we say we'll cover you, we mean it.

Their slogan, which I see has been trademarked, is spot on in that respect: "Never not there." That slogan alone is worth an Orchid.

The TV ad focuses on how the company reacted during the disastrous Knysna fire of 2017. I know people who lived through tha...