Tom Creamer

Group Chief Executive Officer, Telesure Investment Holdings

Tom Creamer

Tom Creamer joined Telesure Investment Holdings (Pty) Ltd (Telesure) in 1988. He was appointed as the Group CEO in June 2016.

Tom is a seasoned executive leader with extensive experience in all facets of the insurance world including marketing, sales, product development, customer experience, rating, pricing and underwriting.

He is recognised as an innovator who helped revolutionise and disrupt the South African insurance landscape by conceptualising, launching and building several of South Africa’s leading insurance brands.

In 1998, Tom developed Telesure’s multi-channel, multiple brand strategy approach. All of the companies in the Telesure Group target different segments of the insuring public and are geared to assess the needs of the market they service and provide products and distribution channels
to best suit those needs. This includes the direct, broker, affinities and digital distribution channels. In the affinities space, Tom successfully concluded deals with some of South Africa’s most trusted brands including the AA, Woolworths and Virgin Money.

In 2000, after studying Strategic Marketing at Wits Business School, Tom was appointed as Telesure’s Marketing Director and launched Upstream Advertising, Telesure’s in-house marketing, advertising, communications, media placement, media buying and public relations division. Upstream is responsible for the brand positioning and messaging of Telesure’s various insurance brands. It is a registered advertising agency so it can aggregate the media spend for all of Telesure’s brands to negotiate better advertising rates with media owners.

From 2003 to 2009, Tom was appointed as Telesure’s Director of Strategic Innovation and created Telesure’s Value-Added Product suite which continues to contribute significantly to the profitability of the group.

During this time he also created and built the direct insurance brand, Dialdirect, in 2003; an insurance product specifically geared towards women, 1st for Women Insurance, in 2004; South Africa’s first direct life insurance product, 1Life, in 2006, and South Africa’s first insurance and financial product comparison website,, in 2009.

In 2005, after reading about a well-known journalist’s harrowing rape ordeal, Tom conceptualised the 1st for Women Insurance Foundation. A percentage of all 1st for Women’s policyholders’ premiums are placed in the Foundation and to date, R65 million has been donated to a number of women-related charity organisations that focus on two main causes - gender-based violence and cervical cancer.

In 2010, Tom attended the Harvard Business School in the US for a course in Leadership for Senior Executives.

His studies at Harvard prompted Tom to develop a new service differentiator for Telesure called the Telesure Service Way (TSW). The aim of TSW is to make it easy for Telesure customers by demonstrating four customer-centric behaviours. Launching TSW has transformed Telesure’s customer experience and has dramatically improved Telesure’s Customer Net Promoter Scores.

Tom was appointed as Telesure’s Short-Term Insurance CEO in 2014, and in June 2016 took over as the Group CEO.

Tom and his partner, Genevieve, are adrenaline junkies and over the years he has climbed Kilimanjaro, taken part in the Great Wall of China Half Marathon, numerous canoeing expeditions in Mozambique, Zambia and Zimbabwe, the Sani 2 C race, show jumping competitions, The Desert Knights Mountain Bike adventure in Namibia and more recently, the Tour de Tuli in Botswana.