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Prime Meridian Insurance Contact Details

Verified 2 September 2026Official source onlyIndependent directoryReport a wrong number

Prime Meridian Direct no longer trades under that name. It rebranded to Prime South Africa in 2024 and its website is now prime.co.za. The company, the policies and the numbers below are the same business, so an existing PMD policy is a Prime policy.

Official provider route

A caution on domains. pmd.co.za is not this company. That domain belongs to PMD Dies and Stereos, a flexographic printing business, and its number will not reach an insurer. Prime is on prime.co.za.

Product or service support

Prime sells car insurance in three tiers, and knowing which one you hold changes what you can claim for:

  • Comprehensive car insurance
  • Customised car insurance
  • Third-Party PLUS car insurance

Prime also runs Prime Rewards and Prime Protect alongside the cover, and publishes a searchable list of approved Prime repairers. Using an approved repairer matters on a claim, so check the list before authorising work.

Eligibility, account or policy requirements

Three separate licensed companies sit behind a Prime policy, and they do different jobs. This is the single most useful thing to understand before you complain about anything:

  • Prime South Africa is the Authorised Financial Services Provider you buy from, FSP 41040.
  • Santam Structured Insurance Ltd is the licensed non-life insurer that actually underwrites the policy benefits, FSP 1027. Prime does not carry the risk itself.
  • PrimaryAsset Administrative Services administers the policy, FSP 3920.
  • Prime states that non-insurance products are administered separately from the insurance ones, so a Prime Rewards or Prime Protect query is not necessarily handled by the same desk as a motor claim.
  • Have your policy number and identity number ready. The Prime contact form requires an ID number as a mandatory field, which indicates it is the primary way they identify a policyholder.

Escalation route

  • Start with the care centre on 011 745 7800 or info@prime.co.za. The contact form has a subject selector that includes Complaint as a distinct option from Enquiry and Compliment, so use it.
  • Prime publishes an external compliance officer rather than an internal one. Compliance is handled by Compli-Serve Gauteng (Pty) Ltd, registration number C06797, reachable at compliance@primaryasset.co.za. That is the formal route when the care centre has not resolved a matter.
  • Because the risk is carried by Santam Structured Insurance under FSP 1027, a dispute about whether a claim is covered ultimately concerns the underwriter, not only the seller.
  • Advice and intermediary complaints against an FSP go to the FAIS Ombud. A claim dispute with a non-life insurer goes to the National Financial Ombud, which covers short-term insurers and is free to the complainant.
  • Prime states it is a member of the Direct Marketing Association of South Africa, which is the route for a complaint about marketing calls specifically.

Sources

  • prime.co.za/contact/ (care centre number and hours, 24-hour roadside assistance, WhatsApp number, general mailbox, head office address, external compliance officer and compliance mailbox)
  • prime.co.za footer (FSP 41040 for Prime South Africa, Santam Structured Insurance Ltd as underwriter under FSP 1027, PrimaryAsset Administrative Services as administrator under FSP 3920, registered address, DMASA membership)
  • prime.co.za (the rebrand from Prime Meridian Direct, the three car insurance tiers, Prime Rewards, Prime Protect and the approved repairer search)