Adrian Gore’s journey shows that a prevention-based model can sustainably transform insurance and finance.

Born in 1964 into a white middle-class South African family, Adrian Gore holds a degree in actuarial science from the University of the Witwatersrand in Johannesburg. Driven by a passion for solving complex problems and creating social impact, he began his career at Liberty Life, a local insurance company.
In 1992, at just 28 years old, he founded Discovery Limited with the backing of Liberty Life. His vision was to reinvent health insurance by shifting from a reactive reimbursement model to a proactive one focused on preventing illness. In a South Africa undergoing profound transformation, he foresaw the rise of a middle class seeking responsible, forward-thinking solutions. In 1993, he launched an innovative product that combined a Medical Savings Account with dynamic underwriting, laying the foundation for a new kind of relationship between insurer and insured. Under his leadership, Discovery became profitable by 1995, thanks to disciplined management and an unwavering focus on efficiency. In 1996, aiming to rebuild trust with policyholders, he designed a real-time insurance claims settlement platform, which is an unprecedented technological innovation that reduced administrative burden, eliminated waiting times, and improved the relationship between patient, insurer, and provider.
In 1997, he launched Vitality, a pioneering wellness program that rewards healthy behaviours such as regular exercise, good nutrition, and preventive screenings, positioning the insurer as a true partner in well-being. The model was practical, motivating, and well ahead of its time.
In 1999, Adrian Gore took the strategic decision to list Discovery on the Johannesburg Stock Exchange, significantly reducing FirstRand’s stake. This move reflected his desire to establish Discovery as an autonomous and transparent organisation, capable of competing with the world’s largest financial institutions. The IPO enabled the company to raise the capital required for international expansion while also professionalising its structure. It demonstrated that a socially driven business model could successfully access financial markets without compromising its core values. This paved the way for a new generation of ambitious and responsible African companies.
In 2000, he launched Discovery Life, applying behavioural principles to life insurance. Through the innovative PayBack program, healthy policyholders can recover a portion of their premiums, turning life insurance into a daily incentive for well-being, where innovation, profitability, and impact are seamlessly integrated.
Convinced that the behavioural model underpinning Discovery’s approach has universal relevance, Adrian designed Vitality as a global platform. Under his leadership, Discovery formed strategic partnerships with major international groups such as Prudential in the UK, AIA in Asia, John Hancock in the US, and Generali in Europe. Thanks to his strategic vision, Discovery’s unique approach to insurance is now present in over 40 countries, reaching more than 25M people.
In 2018, he launched Discovery Bank, the world’s first fully digital behavioural bank. Clients are rewarded for making responsible financial choices with Vitality Money. Adrian Gore once again broke new ground, this time in banking, by designing a model that promotes financial well-being and long-term economic resilience.
Adrian Gore leads Discovery with a clear vision and high standards. He is a regular speaker at major global economic forums such as Davos, where he addresses topics at the intersection of health, technology, and sustainability. His presence on the international stage reinforces the company’s credibility and informs its long-term strategic direction. He advocates a corporate philosophy grounded in shared value, delivering both economic performance and positive social impact. He fosters a culture of continuous innovation, encouraging new ideas and entrepreneurial thinking within the organisation. His accessible leadership style and consistent expectations build strong employee trust. Discovery’s teams operate in a structured environment where their contributions are both visible and valued.
Beyond his role as a business leader, Adrian Gore is also a prominent voice in South Africa’s public discourse. He has taken a clear stance on issues such as the National Health Insurance (NHI), advocating for a co-funding model that ensures equitable access to healthcare without undermining the sustainability of the private sector.
He is also deeply committed to South Africa’s economic development. As co-founder of the SA SME Fund, he supports local start-ups and promotes entrepreneurship as a driver of social transformation.
He lives in Johannesburg with his wife and their two children.
His fortune is estimated at $1 bn. 
 

In a few figures:

Headquartered in Johannesburg, South Africa 
Founded in 1992
2024 revenu: $6,1 bn, +13% compared to 2024 
Market Capitalization: $8,6 bn 
+13 000 employees
+25 M people covered across 40+ countries
World’s first digital behavioral bank

Insurance sector: 

South Africa is the continent’s largest insurance market, with high penetration in life and health coverage. Around 15% of South Africans are enrolled in private medical schemes, led by Discovery Health with a 60% market share.

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