EasyEquities secures world-first patent for life insurance pricing innovation
EasyEquities has been granted a South African patent for the proprietary pricing mechanism behind EasyProtect, its life insurance product that links long-term investment behaviour to life insurance premiums.
The patent protects a novel system and method that calculates a mortality risk score using an individual’s financial profile and determines life insurance premiums accordingly. It represents a significant innovation at the intersection of investing, insurance and behavioural data.
South African Patent No. 2025/05321, held by First World Trader (Pty) Ltd (t/a EasyEquities), was granted on 27 May 2026 and remains valid until 23 June 2045.
EasyProtect is built on a simple premise: people who consistently demonstrate disciplined, long-term investment behaviour are likely to represent better life insurance risks. Using actuarial analysis, the product rewards qualifying clients with life insurance premium discounts of up to 50%, based on their investment behaviour.
According to EasyEquities, this is the first patented life insurance pricing mechanism that links investment behaviour directly to mortality risk assessment, making it a world first.
“We now have a patent on the innovative approach to rewarding great investment behaviour with lower premiums, backed by real actuarial data – a world first,” says Mbulelo Mpofana, Product Owner at EasyProtect.
“The core idea, which was proven by the data, is that investors who exhibit good financial habits make for better life insurance risks and should be rewarded with better rates.”
EasyProtect offers discounts of up to 50% based on investment behaviour, creating a substantial upfront and long-term pricing benefit driven by that conviction.
“Traditional life insurance underwriting has historically focused on medical history, lifestyle factors and demographic information,” says Mpofana. “EasyProtect adds another dimension by recognising the value of consistent financial behaviour over time.”
The concept reflects a belief long held within EasyEquities that long-term investors are typically disciplined planners who manage risk thoughtfully across multiple aspects of their lives.
Actuarial research undertaken during the product’s development supported this hypothesis, leading to the creation of a proprietary pricing model that is now protected intellectual property.
The patent process began in June 2024 with the filing of a provisional application, prepared by intellectual property specialist Roy Taberer. A complete patent application followed in 2025, culminating in the grant of the patent in May 2026.
Charles Savage, CEO of EasyEquities, says: “This patent represents far more than legal protection for an idea. It reflects our commitment to using innovation and original thinking to create tangible value for our clients.”
“EasyProtect demonstrates how the insights gained from understanding investor behaviour can transform adjacent financial products, delivering fairer pricing while rewarding the habits that build long-term financial wellbeing.”
The patent strengthens EasyEquities’ growing portfolio of proprietary intellectual property and reinforces its strategy of applying technology, behavioural insights and data science to develop products that reward positive financial behaviour.
While EasyEquities has built its reputation by making investing more accessible, EasyProtect demonstrates how those same insights can reshape insurance by recognising not only who customers are today, but how they have behaved over time.
Patent details:
- South African Patent No. 2025/05321
- Patent holder: First World Trader (Pty) Ltd
- Granted: 27 May 2026
- Valid until: 23 June 2045
- Filed by: Roy Taberer, Taberer Attorneys / Rouse IP
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