Buy online1Life Insurance shares insights from their inaugural Life Changing Lessons survey and speaks to how consumers can better learn from end-of-life experiences.
Economic uncertainty remains the primary driver (75%) behind consumers' growing awareness of financial planning; However, 1Life’s Life Changing Lessons survey (2025) reveals a concerning gap: while 80% of consumers believe that discussing finances brings peace of mind, 53% admit they are uncomfortable having these difficult conversations with loved ones. Yet, such discussions are a crucial first step toward financial security.
“We have noted that the loss of loved ones, the impact of seeing people struggle financially, coupled with the cost of funeral expenses are the leading triggers for consumers to invest in the financial security of their loved ones but sadly, and often times, this is in hindsight. That’s why we launched the Life Changing Lessons campaign in partnership with Mpoomy Ledwaba: to educate and empower consumers to view financial planning not just as a final message to their families, but as a proactive step toward securing their legacy. Our goal is to encourage open, honest conversations, ensure policies are in place, and help families take ownership of their financial future while embracing the lessons passed down by those who came before them,” says Daniel Jardim, Head of Marketing at 1Life Insurance.
Encouragingly, the research shows that 74% of consumers believe that talking about financial planning is important and similarly, there is an intrinsic understanding around what constitutes a good financial plan – with insurance policies leading the way (69%), savings (40%) and assets (29%) as firm followers.
“We know that the consumers are aware of the need for better financial planning, but we also know that taking out a policy, or saving, seems out of reach for most. In fact, 55% of respondents indicated that they would be more confident in taking out insurance policies if they felt it was affordable,” states Jardim.
“This is where driving intentional education consciousness to consumers becomes critical as we believe lives can be changed for the better when more South Africans have the know-how to make smart financial choices,” he says.
The Wisdom and Wellness Podcast Roadshow – taking place on the 21st of March and 14th June 2025, in partnership with Mpoomy Ledwaba, emphasises the proactive, thoughtful, and health-conscious aspects of planning financially for the future and really aims to lead authentic, open and honest conversations in a safe space, to better prepare consumers for the inevitable. It is focused on discussions around life changing lessons and how financial wisdom can secure financial wellness.
Says Mpoomy Ledwaba, award winning podcaster and CEO of Wisdom and Wellness Hub: “The statistics speak for themselves – South Africans are not traditionally comfortable with having the tough conversations, no matter how much we believe in them, and so we have to push the boundaries of this education and give consumers real-life examples of lessons learnt and the impact of these on future generations. After all – we are all just one decision away from changing our family’s life for the better. In fact, some of the hardest lessons learnt provide the most wisdom and can be life changing for future generations!”
Interestingly, this life changing thinking is reiterated in the research as well as the 1Last Message educational campaign, where 69% of consumers are confident in their family's financial security in the event of their passing – likely as a result of the fact that 94% have either funeral or life, or both, covers in place, with 79% seeing these covers as a 'last message of love' for their family.
The 1 Last Message campaign highlights the deep emotional impact of losing a loved one and the significance of that final message (aka a life policy) for those left behind. It powerfully illustrates the importance of sound financial planning and future wealth creation.
"A campaign using real people, going through life’s very real and emotional changes, means you have no control over what each person will say and what the outcome will be, but it was such a pleasure to witness the family quirks and how they bounce off each other. The toughest part was hearing the letters from the life policy beneficiaries - you could just feel their grief and sadness but hearing how their lives were changed by their loved ones was inspiring and I hope others feel the same,” says Kathleen Jonas, 3Verse Creative Director responsible for the campaign.
“We need to drive meaningful conversations that empower South Africans to take control of their financial well-being. But experiencing real change means we need to start having open and honest conversations about the tougher things in life – such as financial planning and preparing for when we are no longer around. We need to push ourselves out of our comfort zones to ensure we create future generations that are knowledgeable, educated and empowered to make the right financial decisions,” says Jardim.
“In fact, some of the toughest lessons learnt are often the most life changing –the ones that have given us wisdom, the ones that have given us the first step to financial freedom, the ones that have helped us find healing and wellness through financial preparedness, and the ones that have taught us the power of leaving 1 Last Message for our loved ones!” concludes Jardim.
Note to editors:
For more information:
Orange Ink
Kutlwano Mncube
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Overview of Life Changing Survey 2025 key insights:
- 70% indicated that the loss of a loved one has inspired them to plan better for the future of their loved ones
- 74% believe talking about death and financial planning is important
- With 80% believing that these discussions bring peace of mind
- However, 53% have not had detailed conversations or don’t feel comfortable having these conversations
- 94% of consumers were covered for either funeral, life or both (with a combination of policies at 46%)
- Most important way to secure family’s financial future:
- 40% savings
- 69% insurance policies
- 29% assets
- 79% see life or funeral cover as a 'last message of love' for their family
- Factors that would boost confidence in taking insurance, 55% affordability
- 71% are interested in further financial education that is easily accessible
- Economic uncertainty is a leading reason (75%) for consumers being more aware of the importance of planning for life’s inevitable moments
- 87% believe that planning for a funeral in advance can reduce stress and bring peace of mind for your family
- 83% of consumers have learnt from seeing people struggle financially, as well as learning about the cost of funerals has triggered them to buy insurances (life or funeral)
- 65% of consumers are concerned about the financial burden on their families in planning a funeral - those with no concerns about funeral planning tend to be older and wealthier.
- 59% have life insurance
- 69% are confident in their family's financial security in the event of their passing
Creative partners:
- 3Verse – Creative and production
- Orange Ink – PR and Communications
- Born and Bred - Podcast partnership & activation