King Price Insurance isn’t your average insurance company. Walk through the doors and you’ll notice it immediately, there’s a different energy here. Louder, warmer, more human. That’s not an accident. It’s the direct result of four company values that every single person in the King Price family lives by, from the CEO to the newest recruit.
These values aren’t laminated posters gathering dust in a boardroom. They’re the reason clients consistently rate King Price highly on Hellopeter, the reason the company has been recognised as a Top Employer, and the reason premiums keep going down instead of up. Values, when they’re real, show up in the product.
Key takeaways
- King Price has four core company values that guide every business decision and client interaction.
- The values are: client first, courageous freedom, together we can, and be real.
- These values were built into the company from day one by founder Gideon Galloway and are upheld by CEO Justinus van der Westhuyzen.
- King Price's culture has earned it Top Employer recognition and consistently strong client satisfaction scores.
- The values directly influence product design, including the industry-first decreasing premium on car insurance.
Why company values matter in insurance
Insurance is, at its core, a promise. You pay a premium and, when things go wrong, your insurer shows up. That promise is only as strong as the culture behind it. A company that doesn’t value honesty will find ways to wriggle out of claims. A company that doesn’t value its people will produce staff who don’t care about clients. Culture and product quality are inseparable.
- Company values
- The core principles and beliefs that guide how an organisation behaves, makes decisions, and treats its employees and clients. In insurance, company values directly influence claims handling, product design, and client service quality.
King Price was founded in 2012 with a deliberate intention to do insurance differently. The founding team, led by Gideon Galloway, looked at the industry and asked a simple question: why does insurance always get more expensive, even when you don’t claim? The answer to that question became a product. The culture that made that product possible became these four values.
King Price Insurance was founded in 2012 by Gideon Galloway with the explicit goal of making insurance more affordable and more human.
The four values that define the King Price family
1. Client first
Every decision at King Price starts with the same question: is this good for the client? Not good for the quarterly numbers. Not good for the executive team. Good for the person paying a premium and trusting King Price to come through when it matters most.
This value is why King Price built the industry’s first decreasing car insurance premium. As your car loses value over time, your premium drops automatically, because charging you more for an asset worth less would be the opposite of putting the client first. It’s also why the claims process is designed to be straightforward, and why the Self-Service Portal lets clients manage their own policies without having to phone a call centre.
We started King Price because we believed clients deserved better. Better value, better service, and an insurer that actually behaves like it's on their side. Everything we build has to pass that test first.
2. Courageous freedom
King Price hires people and then trusts them. That might sound obvious, but in the insurance industry, where compliance, process, and hierarchy tend to dominate, it’s genuinely radical. Courageous freedom means every team member is empowered to make decisions, take initiative, and push back when something isn’t right.
It’s the value that allows a claims consultant to resolve a client’s problem on the spot, without escalating through three layers of management. It’s the value that lets product teams try new things, and yes, sometimes fail, in pursuit of something genuinely better. Freedom without courage is just permission. Courage without freedom is just frustration. King Price needs both.
3. Together we can
The King Price family is big, diverse, and spread across multiple departments, but it operates like a single unit. Together we can is the value that makes that possible. It’s the commitment to pulling in the same direction, supporting colleagues across teams, and recognising that no one person, no matter how talented, builds something great alone.
This shows up in the way King Price handles difficult claims, where multiple teams collaborate to get the right outcome. It shows up in the culture tours that give outsiders a glimpse into how the company actually works. And it shows up in the company’s Net Promoter Score, which reflects the cumulative effort of every person who interacts with a client.
4. Be real
Insurance has a reputation for small print, vague promises, and slippery language. Be real is King Price’s direct rejection of all of that. It means saying what you mean, doing what you say, and being honest even when the honest answer is uncomfortable.
For clients, be real means policy documents written in plain English, not legalese. It means being upfront about what is and isn’t covered before you buy, not after you claim. It means a company that admits when it gets something wrong and fixes it. In an industry where trust is the product, being real isn’t just a nice value to have, it’s the whole point.
King Price writes its policy documents in plain English and is transparent about exclusions and cover limits before a client commits to a policy.
How these values compare to the broader insurance industry
| Dimension | Typical insurer | King Price approach |
|---|---|---|
| Premium direction | Increases annually | Decreases monthly on comprehensive car cover |
| Claims philosophy | Protect the book | Resolve fairly and quickly |
| Employee culture | Hierarchical, process-driven | Empowered, autonomous, courageous |
| Client communication | Jargon-heavy policy documents | Plain English, transparent T's and C's |
| Recognition | Internal awards only | Independently certified Top Employer |
What the data says about values-led insurance companies
The relationship between company culture and client outcomes is well-documented. Organisations with strong, lived values consistently outperform peers on client satisfaction, employee retention, and long-term growth. In insurance specifically, where the product is intangible until a claim is made, culture is one of the few differentiators a client can evaluate before they need to use their cover.
Relationship between company culture and client satisfaction in financial services
Financial services firms with clearly articulated and consistently practised company values report significantly higher client retention rates and Net Promoter Scores than firms where values are aspirational rather than behavioural.
King Price’s Hellopeter ratings, Top Employer certification, and sustained growth since 2012 are consistent with this pattern. The values aren’t separate from the business results, they are the mechanism that produces them.
King Price has maintained strong Hellopeter ratings and sustained growth since its founding in 2012, consistent with its values-led culture.
How to experience the King Price culture for yourself
You can also request a callback if you’d prefer to speak to someone directly. Visit insurance.kingprice.co.za and a consultant from the family will call you back.
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Frequently asked questions about King Price’s values and culture
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- Restructured and optimised for SEO, AEO, GEO, and AIO. Added TL;DR Answer Box, Key Takeaways, expert quote, comparison table, how-to steps, glossary term, stat callout, citation capsules, research data block, Reviewed By, and Yoast FAQ. Values updated to reflect current King Price positioning. Original voice and information preserved throughout.
