How Asuer actually works.
Asuer is a people business, powered by fintech products and solutions. We grew out of Botle Buhle Brands, which has reached hundreds of thousands of Southern Africans over 28 years. Those people, and the millions like them, are who we build for.
Insurance, connectivity, and soon money, are only the how. The point is the people: bringing everyday financial services within reach, on the phones they already have, often through someone they already know.
We start with trust.
Everything else is built on it. Trust rests on three things, the trust triangle. When it wavers, it is almost always one of them.
Logic
The reasoning is sound, and what we promise gets delivered.
Empathy
We are in it for the person, not only the result.
Authenticity
You get the real us, the same in every room.
The three I's.
The values behind everything we build and every call we make.
Impact
The reason we exist. We measure ourselves by the difference we make for people, bringing cover, connection and opportunity within reach across Southern Africa.
Innovation
How we get there. We use technology to take away friction and open doors, building things that are simple, useful and genuinely better, and improving them as we learn.
Integrity
How we carry ourselves. We keep our word, and we protect the trust and information people place in us.
Six things we hold close.
The things we remind ourselves of, to stay true to how we build.
Build for reality
We build for the phones and networks people actually have.
Trust before tech
BBB built it over 28 years. Our job is to extend it carefully. Empathy is operational.
First principles first
We ask why before what. Activity isn't progress.
Distribution does the lifting
Software alone doesn't drive behaviour change. Physical touchpoints and trusted hands still do.
Marathon, not sprint
We build for the long haul, and the things worth doing take time.
Success becomes significance
Success is yours. Significance is what you make possible for the people after you.
The people and businesses we build for.
They range from independent sales people selling from catalogues, to businesses turning over millions a month.
Our customer
Everyday households and communities across Southern Africa. We reach them through phones, catalogues and pamphlets, often through someone they already know.
Our sales force
A household trusts them before it trusts us. So we back them, and the tools in their hands are ours to get right.
Ourselves
The team building it. We make tools we would use ourselves, and hold ourselves to the standard we ask of everyone else.
Four habits.
Deliberate choices about the operating model. None of them are policy for policy's sake.
Hybrid, Mon/Wed/Fri
In the office Mon/Wed/Fri in Bryanston. Tue/Thu for deep work. Alignment, not policing.
Outcomes, not tasks
Every project starts with what it's trying to change. The work falls out from there.
AI-native, by design
AI is embedded in how we build, how we design products, and how we turn operational data into insight.
A People Team, not HR
Humans aren't resources. A small word change does a lot of work.
Five ideas we build on.
We did not invent how we work. Five ideas shaped it.
Think like scientists
Adam Grant · Think AgainWe hold opinions as hypotheses, not identities. The aim is to be a little less wrong each week, not to preach a gospel, prosecute a case or campaign for approval.
Copy what already works
Sam Walton · Made in AmericaWalton built one of the world's largest retailers largely by watching other people and borrowing what worked. So we study the best and adapt it for our people, instead of pretending we have to invent everything ourselves.
Range, the company and the person
David Epstein · RangeIn complex, fast-moving fields, broad generalists tend to beat early specialists. It runs both ways for us: Asuer spans insurance, mobile, payments and technology rather than betting on one lane, and we look for people with the same range, able to move between problems and connect them. Depth follows.
A team, not a family
Reed Hastings · No Rules RulesWe look after each other, and we are honest that this is a high-performing team. Every seat holds a strong contributor, feedback is direct, and we back you hard while you earn your place.
Trust the flywheel
Jim Collins · Good to GreatGreat things are rarely one dramatic moment. They come from small, consistent pushes, day after day, until the momentum is hard to stop. Most of the job is turning the wheel.
One idea sits beneath all of them. Grameen Bank showed that community trust, paired with small, well-designed financial products, can put real financial services within reach of millions. That is the model we are building for Southern Africa, on the phones people already carry.
We call it fragrance.
We do not call it 'culture': that word already means something else in the communities we serve. So BBB picked a different word for the feel of a workplace, and it stuck. Three notes.
Trust
Above all. Earned, not assumed.
Curiosity
At every level. Questions matter as much as answers.
Commitment
To the purpose, and to each other.
Four products, one engine.
One platform underneath all four. Each product extends the trust of the last, and earns the right to the next.
The operating engine
The platform every Asuer product runs on, and the system behind BBB's field network.
Funeral cover on WhatsApp
Cover taken out in minutes, with valid claims paid within 24 hours.
Asuer Connect
Our mobile network, on Cell C, with free Asuer-to-Asuer calls.
Credit that follows behaviour
Credit and financing that follow how people actually earn and repay, growing with them over time.
What we won't do.
A handbook is honest about what it refuses, not just what it promises.
- Pretend the formal economy is the whole economy.It isn't, and we build for how people really earn and spend.
- Hire for the CV alone.We care more about curiosity, judgment, agency and the ability to sit with messy, real problems.
- Confuse speed with velocity.Moving fast isn't the same as moving somewhere, and if nothing we build lasts, we haven't moved.
Read the open roles.
Apply online, pick a role and fill in the short form. We reply within two business days.
Choose how you want to WhatsApp us
We'll get back to you as quickly as we can.
Request a call back
Leave your number and pick a time, we'll call you.
Thanks - we've got your request.
One of our agents will call you within your chosen window. If we miss you, we'll WhatsApp.