Growing opportunity on African soil

White South Africans were equally divided amongst themselves as the people of colour were divided amongst themselves at the beginning of the twentieth century. After the devastation of the South African War (1899–1902) Afrikaners devised different strategies to address their marginalization. From within, Afrikaner empowerment manifested on different levels, as described in this chapter. This context explains the decision to establish an insurance company. This chapter explains the crucial establishment years of the self-driven salvation strategy which included the formation of Santam and Sanlam. Afrikaners had no experience, nor expertise, in insurance, but relied on intra-Afrikaner social capital and supportive networks of non-Afrikaners to establish Sanlam.