The digital blueprint · Prepared for glu

Everyone has a goal.
This is the plan.

How glu gets leads cheaply, gets an adviser on the phone in five minutes, and signs up new members every single month. Step by step. In plain English.

  1. 1Good ads
  2. 2A useful tool
  3. 3WhatsApp in 60 seconds
  4. 4Adviser calls in 5 minutes
  5. =New member
1 000leads a month
100new members a month
R100a lead

That’s the plan at its simplest. In section 02 you put in your own goal and the maths does the rest.

The straight talk

Brands take years. You need members now.

A strong brand is worth building. It also takes years, and no amount of money makes it go faster.

Sign-ups are different. Sign-ups are maths. You only need three things:

  1. 1.The right people putting their hand up.
  2. 2.Someone calling them while they still care.
  3. 3.A system so nobody gets forgotten.

That’s the whole plan. The rest of this page shows exactly how to do it, what it costs, and who does what.

The 80/20 rule

20% of the work brings 80% of the results. Marketing is a moving target, so we don’t try to do everything. We do the 20%.

The work100%
20%everything else
80% of the results
The results100%
01

Ads people stop for.

If the ad is boring, nothing else on this page matters. The ad has one job: get the tap.

02

A tool worth giving your number for.

Not a “contact us” form. Something useful: a check, a calculator, a second opinion.

03

A reply in 60 seconds.

A WhatsApp, sent automatically, while the phone is still in their hand.

04

A call in 5 minutes.

The CRM hands the lead to an adviser and starts a clock. Too slow? It goes to the next one.

Not now TV adsBillboardsSponsorshipsBrand filmsA new campaign for every productTwelve things at once

All fine. All later. None of them will sign up a hundred people next month.

The numbers

Start with the goal. Work backwards.

Tell us how many new members you want, and by when. The maths tells you how many leads that takes, what it costs, and how many advisers need to be on the phones. Move the sliders.

Your goal

The three levers

What it takes

100new members a month
1 000leads a month
48leads every working day
R100 000ad budget a month
17advisers on the phones (60 new leads each a month)
R12mnew premiums a year, once they’re all signed

Cost per lead is the lever.

What does a lead cost you today? Not sure? Most companies aren’t. It’s the first number we pin down.
At R500 a lead
R5 000 000
At R100 a lead
R1 000 000

Where the 10 in 100 comes from.

“10% conversion” is not one number. It’s four small steps, and each one has a fix. This is what 1 000 leads look like on the way to 100 members.

  1. 1 000leads come in
  2. 650we get hold of
    What moves it: speed. WhatsApp in 60 seconds, call in 5 minutes, try 6 times.
  3. 325book a meeting
    What moves it: a good first call and a booking link.
  4. 245show up
    What moves it: reminders the day before and an hour before.
  5. 100sign up
    What moves it: the adviser, the product and the price.
8–15 in 100

How many fresh leads, sent to one company only, turn into sales when they’re called fast. Old or shared leads: 2 to 8. We plan on 10.

InsureLeads, conversion benchmarks, 2026
R25–R90

What a Facebook or Instagram lead usually costs in South Africa. We plan on R100, because someone who finishes a 2-minute check is worth more than a form fill.

Growth Pulse Media, SA ad costs, 2026
80% cheaper

Ad clicks in South Africa cost about 80% less than the world average: $0.22 against $1.13. Attention here is still cheap.

Superads, Facebook CPC benchmarks, 2025
We don’t ask you to believe these numbers. We ask for three months to prove them with your own.
The flow

One road. Every lead takes it.

From a thumb on a screen to a signed-up member. Nine stops. No gaps where a lead can get lost.

  1. 0:00

    The ad

    Someone stops scrolling and taps.

  2. 2 minutes

    The tool

    They do a quick check and get something useful back.

  3. +10 sec

    Their details

    Name and number, given willingly.

  4. +5 sec

    The CRM

    Saved, scored and tagged with what they need.

  5. under 60 sec

    WhatsApp

    “Hi Thandi, an adviser will call you shortly.”

  6. under 60 sec

    An adviser

    The right one gets the lead on their phone.

  7. under 5 min

    The call

    The phone rings while they still remember the ad.

  8. this week

    The meeting

    Booked on the call. Reminders sent for you.

  9. signed

    New member

    They sign. glu and PPS take it from here.

What if the adviser is busy?

The lead moves on.

No call in 5 minutes? The CRM gives the lead to the next adviser and tells the team leader. No lead waits for anyone.

What if nobody answers?

The system keeps trying.

Six calls over five days, with WhatsApp messages in between. Then it stops. Polite, not pushy.

What if they’re not ready?

We stay in touch.

One useful message a month. The day they tap a link, they go straight back to an adviser.

After “yes”, your own machine takes over.

We don’t touch what already works. Once someone signs, glu and PPS systems do what they do today. Our job is to keep that machine fed.

ApplicationUnderwritingPolicy issuedProfitBack™
Follow one lead

Now watch one lead take it.

Meet Thandi. She’s 34, has a bond, two kids and ten minutes left of her lunch break.

Reel · 15 sec

If your salary stopped on Friday, what breaks first?

Do the check →
12:41

She stops scrolling.

Instagram, lunch break. The ad doesn’t sell insurance. It asks a question she can’t answer.

The glu Protection Gap Check, question 6 of 13
12:42

She does the check.

Thirteen quick taps. No forms, no documents, no jargon. This tool is already built and live.

The result screen: protection score 28 out of 100
12:44

She sees her score. She leaves her number.

28 out of 100. Now she wants to talk to someone, so she asks for a call.

New lead · 12:44:05Hot · 87
Thandi M.34 · Sandton
Wants to talk about
Life cover
From her answers
Bond2 childrenMain earnerNo income cover
Came from
Instagram · “What breaks first?”
Given to
James D. 4:32
12:44:05

The CRM has everything.

Who she is, what she needs, which ad she came from, and which adviser has her. Five seconds. Nobody typed a thing.

Adviser’s phone · nowNew lead. Call within 4:32Thandi M. · Life cover · Hot 87
12:44:40

Her WhatsApp pings. His phone buzzes.

She knows a real person is about to call. He sees her whole picture and a five-minute clock.

THU10:00
Thandi M. × James D.30 minutes · video call✓ Reminder the day before✓ Reminder an hour before
Signed? glu and PPS take over.Your existing process, untouched.
ApplicationUnderwritingPolicyProfitBack™
12:48

James calls. Thursday is booked.

Seven minutes from ad to a real conversation. The meeting, the reminders and the follow-ups run themselves.

After hours?The WhatsApp still goes out in 60 seconds. She picks a call-back time. The adviser’s phone rings with her name at 8am.
The ads

Ads people stop for.

Nobody wakes up wanting life insurance. So the ad doesn’t sell insurance. It asks a question people can’t ignore, and offers a tool that answers it.

Reel · 15 sec

If your salary stopped on Friday, what breaks first?

Do the check →

The questionPoints to the Protection Gap Check.

Feed

R1.78 million went back to members. Not shareholders.

ProfitBack™ allocations declared for 2025. Not guaranteed. Depends on how the business performs.

See yours →

The receiptPoints to the ProfitBack calculator.

RECTikTokreal person,
front camera,
no edit

“I did the check. I scored 28 out of 100.”

Check yours →

The reactionA real person films their own result.

Story

Your insurer has shareholders. Ours has you.

How it works →

The differenceOwned by members. One line, no lecture.

Reel · 20 sec

Owning your insurer used to need a degree. Not anymore.

Do the check →

The open doorMutual cover, now for everyone.

Feed

Your cover was set up for the life you had five years ago.

What’s changed? →

The nudgeFor people who already have cover.

Rule 1

One job: get the tap.

Every ad points to a tool. Never to a brochure page. Never to “learn more”.

Rule 2

20 new ads a month.

Real people, phone cameras, plain words. Volume beats polish, because nobody can guess the winner upfront.

Rule 3

The 72-hour rule.

If an ad can’t bring leads at the target cost within 72 hours, we switch it off. No feelings.

Rule 4

Winners get the money.

A handful of ads always bring most of the leads. We find them fast and put the budget behind them.

Where the ad money goes

60%30%10%
  • Facebook and Instagram. The workhorse. 27.9 million South Africans on Facebook, 8.6 million on Instagram.
  • TikTok. Reaches 64.8% of all South African adults. Cheap attention, great for real-people videos.
  • Google Search. Catches people already searching for glu or for cover. Small budget, hot leads.

glu pays the platforms directly. Meta, TikTok and Google bill glu. Nobody sits between you and your ad money.

DataReportal, Digital 2026: South Africa

Why people will tap

R3.1 million

That’s how far short the average working South African is on life and disability cover. Most of them know something is missing. They just don’t know what. That’s the itch the ad scratches.

19% cheaperResults from creator-style ads cost 19% less than standard brand ads, with 13% more clicks.
1 in 3How much a household would have to cut its spending if the main earner died or couldn’t work.
ASISA Insurance Gap Study, 2025 · Meta, 2025

Compliance firstEvery ad and every message is approved by glu compliance before it runs. No advice. No promises. ProfitBack™ is never called guaranteed.

The tools

Tools worth giving your number for.

A “contact us” form asks for something and gives nothing back. A good tool gives first. That’s why people finish it, and why the adviser gets a warm lead with the full picture instead of just a name. 4 in 10 people who start a quiz-style tool leave their details.

Interact, Quiz Conversion Rate Report, 2026
Live now01

Protection Gap Check

“Find the holes in your life before life finds them.”

  • They do: 13 quick taps about their life, money and cover.
  • They get: a score out of 100 and the areas worth a closer look.
  • The adviser gets: the whole picture before dialling.
LifeIncomeIllnessCar & homeRetirementWill
Build next02

ProfitBack Calculator

“See what your premiums could pay you back.”

  • They do: pick a product, their age and a monthly premium.
  • They get: what ProfitBack™ could grow to. Shown as a projection, never a promise.
  • The adviser gets: someone who already knows why glu is different.
LifeDisabilityCritical illnessIncome protection
Build next03

What Breaks First?

“If your salary stopped today, how long would your household last?”

  • They do: move three sliders.
  • They get: a number of days. Easy to share, hard to forget.
  • The adviser gets: their monthly costs and who depends on them.
Income protectionLife
On the bench04

Second Opinion

“Send us your policy. Get a second opinion in 24 hours.”

  • They do: WhatsApp a photo of their policy schedule.
  • They get: a plain-English review from a licensed adviser.
  • The adviser gets: the warmest lead there is. Someone already paying for cover.
LifeCar & home
On the bench05

The WhatsApp Check

“Five questions. Right here in WhatsApp.”

  • They do: tap the ad. WhatsApp opens. They answer in the chat.
  • They get: their result as a message.
  • The adviser gets: a lead who is already talking. No website needed.
All products
On the bench06

Free Will Check

“No will? Find out what happens to your family without one.”

  • They do: answer a few questions about family and what they own.
  • They get: a simple checklist and a will consultation.
  • The adviser gets: the easiest way into “who looks after the kids, and with what money?”
Wills & estateLife

One tool at a time.

The next tool only gets built when the last one is paying for itself. Six half-finished tools bring zero leads.

Same tool, different doors.

Each group gets its own ads and its own first question. Same engine behind it, so a new door takes days, not months.

New parentsNew homeownersBusiness ownersFirst real salaryNewly married
Try one · working demo

Tool 03: What breaks first?

This is what a person would see after tapping the ad. Three sliders, one number they won’t forget. It takes about two weeks to build properly, with compliance sign-off.

47days

No advice here. Just their own numbers, added up.
In the real tool, this is where we ask for a name and number. One tap later the lead is in the CRM, the WhatsApp is sent, and an adviser’s phone is buzzing.
The CRM

People forget. Systems don’t.

Most leads aren’t lost to a bad product or a bad price. They’re lost because somebody got busy. So follow-up isn’t left to memory. These are the rules the CRM follows, every time, for every lead.

When this happensThe system does this. Automatically.
A new lead comes in→Sends a WhatsApp within 60 seconds. Gives the lead to an adviser. Starts a 5-minute timer.
The adviser hasn’t called in 5 minutes→Moves the lead to the next adviser. Tells the team leader.
Nobody answers→Tries again: 6 calls over 5 days, with a WhatsApp in between. Then stops.
A meeting is booked→Sends the invite. Reminds them the day before and an hour before.
They miss the meeting→Sends a “no stress, pick a new time” link. Tells the adviser.
A quote goes quiet for 2 days→Nudges the person. Reminds the adviser.
They say “not now”→Keeps in touch once a month with something useful. Brings them back the day they tap.
They sign up→Hands over to glu and PPS. A week later, asks them to send the check to five people they care about.
A year goes by→Reminds the adviser to review their cover. New life, new needs, new things to talk about.
21×

more likely to have a real sales conversation when you call within 5 minutes instead of 30.

Lead Response Management Study, MIT / InsideSales
7×

more likely when you reply within the hour, compared with even one hour later.

Harvard Business Review, 2 241 companies
93%

of leads that ever convert are reached by the sixth call. So the system tries six times.

Velocify, 3.5 million leads
94%

of South Africans online use WhatsApp. So that’s where the first reply lands.

DataReportal / GWI, 2025
The adviser deal

What advisers get

  • Warm leads who asked for a call
  • The person’s full picture before they dial
  • Meetings booked and reminded for them
  • Everything on the phone they already carry
The adviser deal

What advisers must do

  • Opt in. Nobody is forced.
  • Call within 5 minutes
  • Two taps after every call to update the lead
  • That’s it
The one rule

Fast advisers get more leads. Slow advisers get fewer. The numbers decide.

Using a call centre instead? Same road. The lead goes to the next free agent instead of a named adviser.
The scoreboard

Six numbers. Every Monday.

No 40-page reports. One screen that tells you what happened, which ads worked and which advisers are fast. If it’s not on the scoreboard, we don’t spend time on it.

This month so farSample numbers, to show the layout
Leads1 012on target
Cost per leadR97R3 under
Time to first call3m 40sunder 5 min
Leads we reached66%on target
Meetings held2414 short
New members98R1.18m a year

Which ads worked

AdLeadsCost each
What breaks first? · Reel412R74More budget
R1.78m went back · Feed268R91Keep
I scored 28/100 · Creator203R103Watch
Five years ago · Feed129R148Switched off

Which advisers are fast

AdviserFirst callMembers
Nomsa K.2m 10s14More leads
James D.3m 05s12More leads
Ayesha M.4m 40s9Same
Pieter V.11m 30s3Fewer leads
You see every lead.Who they are, where they came from, who has them and what happened. Nothing hides in an inbox.
You see every rand.What each ad cost, what each lead cost and what each new member cost.
You see every adviser.How fast they call, how many they reach and how many they sign.
The steps

The first 90 days. Who does what.

Three months, because one month proves nothing: a sale takes a few weeks to land. Month one is a small, safe start, with live leads reaching advisers in week three. After that we only scale what the numbers say is working.

Week 1

Set up

We do

  • Set up ad accounts and tracking on Meta, TikTok and Google
  • Build the CRM: lead stages, scoring, adviser rotation, the 5-minute timer
  • Apply for the WhatsApp Business number and get the messages approved
  • Write the first 20 ads

You do

  • Give access: ad accounts, website, a web address for the check
  • Name 10 advisers (or a call-centre team) for the test
  • Name one compliance person who can approve within 48 hours

Done whenAccounts are open and the 10 advisers are named.

Week 2

Connect and test

We do

  • Connect the Protection Gap Check to the CRM
  • Test every path with dummy leads: WhatsApp, hand-over, timer, reminders
  • Train the advisers. One hour, on their own phones.
  • Film and collect the first real-people videos

You do

  • Compliance signs off the ads and the messages
  • Advisers install the app and make two test calls

Done whenA test lead gets a WhatsApp in 60 seconds and a call in 5 minutes.

Week 3

Go live, small

We do

  • Switch on ads at about R2 000 a day
  • Watch every single lead. Fix what breaks, the same day.
  • Run a daily check-in with the advisers on WhatsApp

You do

  • Advisers call within 5 minutes
  • Advisers update each lead after each call

Done whenReal leads are reaching real advisers, every day.

Week 4

First scoreboard

We do

  • Show you the six numbers
  • Switch off the losing ads. Put money behind the winners.
  • Start building tool 02, the ProfitBack calculator page

You do

  • A 45-minute review with us
  • Agree what to fix and what to scale in month 2

Done whenYou know your real cost per lead.

Month 2

Scale what worked

  • Ad budget up to about R100 000: 1 000 leads
  • 20 new ads, built on last month’s winners
  • Tool 02 goes live. Tool 03 starts.
  • Test ads that open straight into WhatsApp
  • Adviser team grows from 10 to 20
  • “Not now” and missed-meeting follow-ups switched on
Month 3

Full speed

  • Ad budget set by your goal (see section 02)
  • Tools 03 and 04 live
  • Leads start following the fastest advisers
  • New members get asked to send the check to five people
  • 90-day review together
  • Lock the numbers for the next 90 days
By day 30 you know

Your real cost per lead, and how fast your advisers really call.

By day 60 you know

How many leads really become members. Sales take a few weeks to land, so this number comes second.

By day 90 you know

What one new member costs, and how many you can add every month.

What we need from you

Three decisions.
That’s it.

1

Say yes to three months.

One month proves nothing, because a sale takes weeks to land. Ninety days gives you real numbers at every step. Ad budget: from about R230 000 across the three months.

2

Name 10 advisers.

Or a call-centre team. People who will pick up the phone within five minutes. Pick the keen ones, not the senior ones.

3

Pick a start date.

Live leads reach those advisers three weeks later.

In return: by day 30 you know what a lead really costs glu. By day 60, what a new member really costs. By day 90 it’s running at full speed, and you decide how many members you want a month.

Where the numbers come from

  1. ASISA / True South, South African Insurance Gap Study 2025: R50.4 trillion life and disability gap; average earner short R1.3m life and R1.8m disability cover; households would need to cut spending by 34–37%.
  2. Moonstone, “glu declares first member profit share after launch year”, April 2026: R1.78 million in ProfitBack™ allocations to 503 qualifying members.
  3. Moonstone, “PPS takes its mutual insurance model to the broader SA market”, February 2025: adviser-led distribution and target market.
  4. Dr James Oldroyd / InsideSales.com, Lead Response Management Study: 21× more likely to qualify a lead at 5 minutes vs 30 minutes.
  5. Harvard Business Review, “The Short Life of Online Sales Leads”, 2011: audit of 2 241 companies; 7× more likely to qualify when responding within the hour.
  6. Velocify, “The Ultimate Contact Strategy”: 93% of converted leads are reached by the sixth call attempt (3.5 million leads).
  7. InsureLeads, Insurance Lead Conversion Rate Benchmarks, 2026: exclusive web leads convert at 8–15% overall; shared 4–8%; aged 2–5%.
  8. Interact, Quiz Conversion Rate Report, 2026: 40.1% of people who start a quiz become a lead.
  9. Meta, December 2025 (via Marketing Dive): partnership ads deliver 19% lower cost per result and 13% higher click-through on average.
  10. DataReportal, Digital 2026: South Africa: Facebook 27.9m users, Instagram 8.6m, TikTok ads reach 64.8% of adults. WhatsApp use (about 94% of internet users): DataReportal / GWI, Digital 2025.
  11. Superads, Facebook Ads CPC benchmarks, South Africa, 2025: average $0.22 vs $1.13 globally.
  12. Growth Pulse Media, Social media advertising costs in South Africa, 2026: lead generation R25–R90 per lead.

About the planning numbers. R100 a lead, 10 in 100 leads becoming members, and R1 000 a month in premium are planning assumptions, not promises. They sit inside published benchmarks, and the first 90 days replace them with glu’s real numbers. Nothing on this page is financial advice. ProfitBack™ allocations are not guaranteed and depend on business performance. The scoreboard, the CRM card and the chat screens show sample data.

The Digital Blueprint · Prepared for glu · September 2026Confidential