Setting down the footprint: from war to war, 1919–1945

The first quarter of a century of Sanlam in the long-term insurance business was characterized by strong centralized bureaucratic management, an unmistakeably Afrikaner cultural hub at Head Office, and attention to the professional training of agents. The company growth was solid and slowly gained market share through innovative products and attention to service. A close connection between Afrikaner cultural and political leadership was prevalent throughout this period. Sanlam used this nationalist allegiance to grow its business, and to develop a presence for Afrikaners outside of insurance in other sectors of the economy. By the end of World War II non-exclusive production positioned the company to benefit from strong economic growth after 1945.