The Heartbeat of Global Choices
For 25 years, we’ve built technology, refined logistics, and strengthened the insurance ecosystem. But systems don’t answer the phone at 2am on a rainy highway, people do. When we say we add to life, we are talking about our team. They are the calm voices, the swift responses, and the steady hands that keep our ecosystem beating. They aren't just staff; they are The Pulse.
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Our Origins
Where We Began
Behind every product and every process is a human moment that made it necessary. Global Choices’ most meaningful innovations were not born in strategy sessions, they were born from experience.
The Story that Shaped the Company
More than nine years ago, our Founder Wimpie van der Merwe survived a traumatic attack in Durban. Rather than keeping the experience private, he channelled it into innovation. “The whole focus on that is, when a person is a victim of crime, what solutions can you provide?” The resulting product, Crime Victim Assist, includes a cell phone, prepaid airtime, access to the WeCare app, counselling and emergency assistance a package built on the firsthand understanding that people in crisis need to know they are not alone.
A Business Built around People
In an increasingly digital world, businesses face mounting pressure to balance technology and efficiency with empathy. In the insurance and assistance space where clients often face trauma, uncertainty and distress; the human element can make all the difference. Global Choices was founded at the turn of the millennium with a simple but radical conviction: that assistance services should begin with genuine understanding of the people they serve.
Over 25 years, that conviction has been tested, refined and vindicated and it remains as central to the business today as it was on day one. Founder Wimpie van der Merwe describes his generation as an “in-between generation”, one that experienced life before smartphones, apps and always-on connectivity. He recalls when having a satellite phone in a vehicle was a luxury status symbol, and when fax machines were transformative communication tools. That lived perspective across the analogue-to-digital divide has shaped the way Global Choices thinks about technology: not as an end in itself, but as a means of serving real people in real moments of need.
“Just want to say thank you to Eva for the wonderful service and constant check ins to make sure I was okay and assisted on time. Your assistance was top tier”
“Thank you for your team’s excellent assistance yesterday, they were super and kept me updated all the way”
“I want to give a huge shoutout to the amazing service I received from Assist. My vehicle had a flat battery , I called the assist line and the team was amazing, they were professional, caring, sincere, efficient, and kept me updated constantly. I was really blown away by the service”
“I want to let you know about the excellent services from Dipuo, she is so friendly, professional, and efficient, a true asset for the company”
“ I would like to express my heartfelt appreciation for the outstanding service I received when my car wont start. From the moment assistance was dispatched, I felt safe and reassured that help was on the way. Thankyou for ensuring my safety and for providing such prompt and professional assistance”
Our Core Teams
Connecting the Ecosystem.
Our Sales team doesn’t just sell services; they architect partnerships. They speak the diverse languages of insurers and brokers fluently, aligning our tech-driven assistance with your brand values to create seamless growth opportunities.
Assist Line: 0860 300 303
Block B Ground Floor, 204 Rivonia Road
Morningside, Sandton, 2057