About us

Built on trust. Driven by innovation.

A bold, tech-driven insurer on a mission to make insurance 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 genuine team, we make insurance something people actually understand and trust.

Today we serve over 100,000 customers across Botswana, proudly regulated by NBFIRA.

Our values

Seven words that drive everything we do.

Innovation

We build for tomorrow — not yesterday.

Diversity

Different backgrounds, one team — we are stronger for it.

Integrity

We do the right thing, especially when nobody is watching.

Accountability

We own our promises and answer for the outcomes.

Fairness and Diligence

Every customer treated fairly, every detail handled with care.

Transparency

Clear cover, clear pricing — no fine-print games.

Passion

We genuinely care about every customer.

Our journey

From Gaborone start-up to regional leader.

2014

Licensed and open for business

Insurance licence granted — issued by NBFIRA (Non-Bank Financial Institutions Regulatory Authority) in April 2014; operations commenced July 2014
Issued first policy

2015

Going digital and social

Started social media
USD 700K in earned revenue

2016

First retail footprint

First retail distribution point opened inside Choppies (Game City Mall)
Crossed USD 1M in revenue

2017

Marketing goes viral

First Google Adverts campaign
Launched #GET400 viral social media campaign

2018

Innovation hub, mobile app and in-house tech

Completed Stanford STP
Moved to state-of-the-art innovation hub
Launched Mobile App
Launched digital KYC / signature
Started software development team
Crossed USD 3M revenue mark

2019

Graphite and instant insurance

Successfully completed development of in-house software "Graphite"
Implemented "Click.Quote.Bind" digital products
Official launch of instant insurance
Won Innovation of the Year award (African Insurance Awards)

2020

Grant Thornton Private Business Growth Awards

Award-winning growth

Grant Thornton Private Business Award winner
Insurance-in-a-box proof of concept
Began development of the proprietary "Graphite" system

2021

Instant insurance at scale

Sold 21,000 instant insurance boxes
Introduced cellphone & device insurance product

2022

40,000 instant insurance boxes sold

Retail partnership with Shoprite Group

2023

Recognised across Africa

Participated in the AfriTech Awards; selected as one of the 15 most promising FinTechs in Africa (second edition)

2024

Ten years and BWP 100 million

Celebrated 10-Year Anniversary, crossing BWP 100 million in revenue
Received regulatory approval for the Alpha Direct Health insurance product
508,737 Employee Stock Options granted to employees

2025

Alpha Direct Health Insurance launches

Launched Alpha Direct Health Insurance, the first dedicated health insurer in Botswana
Went to market with tiered cover and transparent premiums for employer groups

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

The leadership driving innovation and trust at Alpha Direct. Swipe to meet the team.

Chief Executive Officer

Arun P. Iyer

Founded and sold successful accounting, tax practices and an insurance brokerage in the US
29 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)

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
Co-selected by BusinessWeek Magazine — "America's 25 Best Young Entrepreneurs Under 25"

Chief Financial Officer

Prathap Ganesharajah

15 years of experience with Big Four accounting firms — PwC, KPMG and EY
15 years of post-practice experience as a Finance Manager handling operations
Current Chairman of ACCA Botswana
Fellow Member, ACCA (Chartered Accountant)

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)

Human Resources Manager

Unami Butale

Founding Employee of Alpha Direct Insurance
13 years of post-qualification HR practice
12 years of insurance industry experience
MSc in Strategic Management — University of Derby, UK

Independent board members

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

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

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

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