Her & Now: What women want in 2025

The world has shifted. Rapid social, economic, and technological changes over the past few years have forced South African women to reshape their lives.

 

The era of the "Superwoman" who does it all without help is fading; in its place is a demand for genuine support, genuine safety, and genuine connection.

 

We didn't want to guess how you were feeling. We wanted to know.

 

That is why First for Women, in partnership with Culture Foundry, embarked on the Her & Now 2025 Research Project. We listened to women across the country to understand where you are, what you need, and what you expect from the brands you invite into your life.

 

Here is what you told us, and how we are showing up to meet those needs.

 

The 5 Things You Want (And How We Deliver)

 

Our research highlighted five non-negotiables that women expect from brands today.

 

1. "Walk the talk on trust"

What you said: You are tired of fine print and broken promises. You want honesty, transparency, and brands that stand by their values. 

How we show up: Insurance relies on trust. We strive for clear, jargon-free policy wording and a claims process that is fair, transparent, and straightforward. When we say we cover you, we mean it.

 

2. "Solve real problems, especially safety"

What you said: You don't want to be "marketed to." You want products that actually help you take control of your life, specifically in terms of your physical safety and well-being. 

How we show up: This is the core of our offering. We moved beyond just covering "things" to protecting you.

• Guardian Angel on Call: A 24/7 service that ensures you are never alone in a roadside emergency.

• The Panic Button App: Connecting you to armed response, police, and medical services at the tap of a button—because safety isn't a luxury; it's a necessity.

 

3. "Contribute through meaningful action"

What you said: You want to know that your money is doing good in the real world.

How we show up: A portion of your premium supports the First for Women Foundation, which has raised millions to fight gender-based violence (GBV) in South Africa. When you insure with us, you are actively helping other women.

 

4. "Empowerment as a lived value, not a slogan"

What you said: "Girl Power" slogans feel hollow if they aren't backed by structural support.

How we show up: We design products that support financial independence. From Business Insurance for female entrepreneurs to BetterCar value options that protect your asset's value, our goal is to enhance your financial resilience.

 

5. "Humour with heart"

What you said: You want to see life’s messiness acknowledged with warmth, not judgment.

How we show up: We know life isn't a glossy magazine cover. Whether it’s a fender bender in the school run or a burst geyser on a Monday morning, we get it, and we are here to sort it out without the lecture.

 

What You Are Leaving Behind

The report also highlighted what women are done with. The message was loud and clear:

• No more one-dimensional stereotypes: You want to be seen in all your complexity—cultural, physical, and economic.

• No more "Aspirational Guilt": You want a mirror to your real life, not an impossible standard of perfection that makes you feel inadequate.

 

The Verdict: Meeting You Where You Are

This research wasn't just an academic exercise; it was a roadmap. It reinforced that our focus on safety (via Guardian Angel) and support (via Home Assist) is exactly what modern South African women need.

We are committed to remaining a valuable part of your life - not just as an insurer, but as a partner who listens.

[Read the full Her & Now Report here]

 

Ready for insurance that gets it?

If you want cover that prioritises your safety, supports your community, and understands your reality, you are in the right place.

Get a First for Women Insurance Quote and experience the difference today.