Alpha Direct Insurance
About us

Built on trust. Driven by innovation.

A bold, tech-driven insurer on a mission to make protection accessible to the underserved across Botswana.

Our story

Insurance, reimagined for Batswana.

For too long, insurance has felt distant — full of fine print and friction. We started Alpha Direct to change that. By combining technology, transparency, and a genuinely human team, we make protection something people actually understand and trust.

Today we serve over 100,000 customers across Botswana, supported by our reinsurance partner AFA and proudly regulated by NBFIRA.

Our values

Four words that drive everything we do.

01

Innovation

We build for tomorrow — not yesterday.

02

Execution

Promises are nothing without delivery.

03

Efficiency

Lean systems mean fairer prices.

04

Passion

We genuinely care about every customer.

Our journey

From Gaborone start-up to regional leader.

2012

Founded in Gaborone

Alpha Direct opens its doors with a mission to make insurance accessible.

2016

Reinsurance backing secured

We secure reinsurance support — bringing world-class balance-sheet strength home.

2020

Digital-first relaunch

USSD and our online portal go live — buy cover, manage your policy and track claims without paperwork.

2024

10th anniversary

Alpha Direct marks its 10th year of serving customers in Botswana.

  • A decade of underwriting in Botswana, licensed and regulated by NBFIRA.
  • Reinsurance support from AFA.
2025

Health insurance launches

Alpha Direct Health goes to market with tiered medical cover and instant, transparent premiums for employer groups. An illness or accident shouldn't become a financial crisis — pay a monthly premium, and your plan covers eligible medical care: doctor visits, medication, hospitalisation.

  • Employer groups only — tiered cover for businesses, with a minimum of five employees.
  • Employees onboard under their employer's group and can add dependants — partner, children, parents and other qualifying family members.
2026

Project Nexus

Nexus, our rewards app, launches — members earn rewards for healthy, low-risk behaviour.

  • Driving scores based on distance travelled, idle time and driving events.
  • Members log workouts, food and health vitals in the app.
  • Everything feeds into the rewards members earn on their cover.

Key personnel

Executive members

01
Arun P. Iyer, Chief Executive Officer

Chief Executive Officer

Arun P. Iyer

  • Founded and sold successful accounting, tax practices and an insurance brokerage in the US
  • 22 years of experience in entrepreneurship, operations and business
  • Started his first internet company at the age of 14
  • Co-selected by BusinessWeek Magazine as a Top 25 Entrepreneur Under 25 in the US (2008)
02
Arjun Parameswaran, Chief Operating Officer

Chief Operating Officer

Arjun Parameswaran

  • Acquired and subsequently sold Accumed Systems, a Florida-based medical billing company
  • Co-founded Virtual Internet Africa at the age of 12
  • Founded several successful businesses in training, human capital, franchised restaurants and automotive parts retail
  • Bachelor's and Master's degrees in Accounting; US Certified Public Accountant (CPA)
03
Prathap Ganesharajah, Chief Financial Officer

Chief Financial Officer

Prathap Ganesharajah

  • 5 years of experience with Big Four accounting firms — PwC, KPMG and EY
  • 5 years of post-practice experience as a Finance Manager handling operations
  • Current Chairman of ACCA Botswana
  • Fellow Member, ACCA (Chartered Accountant)
04
Paul Beka, Principal Officer & Operations Manager

Principal Officer & Operations Manager

Paul Beka

  • 20+ years of experience in Insurance Operations Management at Senior Management level
  • Advanced Diploma in Insurance Management — Insurance Institute of South Africa (IISA)
  • Post Graduate Diploma in Business Management Practice — Henley Business School
  • Fellow Member of the Insurance Institute of South Africa (FIISA)
05
Unami Butale, Human Resources Manager

Human Resources Manager

Unami Butale

  • Founding Employee of Alpha Direct Insurance
  • 8 years of post-qualification HR practice
  • 7 years of insurance industry experience
  • MSc in Strategic Management — University of Derby, UK
Independent board members
Duduetsang Olsen-Namanyane, Independent Board Member

Duduetsang Olsen-Namanyane

Independent Board Member

  • Over 25 years' experience in operations, technology and corporate advisory across financial services, mining, telecoms, regulatory and public sector
  • Managing Director of Tsa Badiri Consultancy — a boutique management consulting firm
  • Former Group COO and Group CIO at Letshego Holdings (now Letshego Africa)
  • Earlier audit and advisory roles at Deloitte in the USA and Botswana
  • Previously served on the boards of News Company Botswana, AFB Ghana and Vunani Fund Managers
  • MSc in Strategic Management (UK) and BBA (USA)
Modise Mokgathong, Independent Board Member

Modise Mokgathong

Independent Board Member

  • Managing Director of BOTUSAFE Investment (appointed July 2024) with 20+ years of corporate experience
  • Career spans Telecommunications, ICT and Insurance — began as a Graduate Trainee at BTC and rose to Senior Management
  • Instrumental in the formation of the BOTUSAFE Central Registry for micro-lenders in Botswana
  • Sits on the Board of Alpha Direct Insurance since 2021 — Chairperson of the Risk and Investment Committee
  • BSc in Physics and Mathematics (University of Botswana); Management Development Programme (UCT) and Senior Management Development Programme (Stellenbosch)
  • Member of IoDSA (Institute of Directors Southern Africa)
Priti Patel, Independent Board Member

Priti Patel

Independent Board Member

  • Multi-industry business leader with over two decades scaling operations across Africa and beyond
  • Founder of Motovac Namibia — the leading aftermarket automotive parts distributor with 300+ staff across an extensive branch network
  • Began her career in engineering and technology roles at Motorola and Innovative Concepts before turning to entrepreneurship
  • Expanded her footprint into Central America via a retail and wholesale automotive parts venture in Costa Rica
  • Manages a property portfolio across Namibia and Southern Africa
  • Brings a rare combination of technology fluency, operational scale and emerging-market experience
Lawrence Maika, Independent Board Member

Lawrence Maika

Independent Board Member

  • 45-year career in finance
  • Held directorships at Bank of Botswana, Botswana Savings Bank, Sechaba Holdings and Barclays Bank of Botswana
  • Former Chairman of the Botswana Institute of Accountants
  • Fellow of the Botswana Institute of Chartered Accountants (FCA)
  • Fellow of the Association of Chartered Certified Accountants (FCCA)
  • Currently a partner at MKA & Co.

Join us on the journey.

Whether as a customer, a partner, or a team member — we'd love to meet you.

Get in touch