Brand Poetry

Old Mutual was established in Cape Town in 1845 as South Africa’s first mutual life insurance company, offering financial security in uncertain times.

The group’s purpose is to help their customers thrive by enabling them to achieve their lifetime financial goals, while investing their funds in ways that will create a positive future for them, their families, their communities and broader society.

In this way, they significantly contribute to improving the lives of their customers and their communities while ensuring a sustainable future for the company’s business.

They now employ more than 28 000 people and operate in 17 countries across three regions:

  • Africa (South Africa, Namibia, Botswana, Zimbabwe, Kenya, Malawi, Tanzania, Nigeria, Ghana, Uganda, Rwanda, South Sudan and eSwatini)
  • Asia (China)
  • Latin America (Colombia, Mexico and Uruguay) – the sale of these businesses was announced in March 2018, pending regulatory approval.


They provide financial solutions to individuals, small and medium-sized businesses, corporate and institutions across several market segments and geographies in South Africa, the Rest of Africa and certain other emerging markets.

The company’s new visual personality aims to reinforce the message of ‘Made in Africa for Africans’.

Speaking on the eve of the ‘#TheTimeIsNow’ campaign launch, Vuyo Lee, chief marketing officer of Old Mutual, says that the new brand repositioning represents much more than a brand refresh.

“As an independent entity with ambitious aspirations and a clearer, stronger focus on Africa, we saw the need to establish ourselves more firmly as an effective pan-African leader with a distinctive customer value proposition,” she says. “With that came the need to review, reposition and reinvigorate our brand.”

“We have re-imagined and strengthened our role and relevance in our customers’ lives. Increasingly, customers tell us that what they need from their financial services provider is closer involvement and understanding, and practical, hands-on support,” she adds.

“In short, we will be cutting through the intimidating clutter of the financial sector, and serve more as coaches or partners, providing tools and motivation, helping them take the small steps that lead to great things,” she says.

“This is why our brand identity has been given new vooma: to express our revved-up purpose to equip and guide our customers to become financially fit and be their absolute and exceptional best,” she adds.

Lee says that Old Mutual is proud to be one of Africa’s most reputable, recognisable and reliable financial services brands. Over the 173 years of its existence, Old Mutual has gained experience and demonstrated resilience and foresight in adapting to meet the evolving needs of customers and markets.

Now, with operations in 13 countries in Africa, Old Mutual says it is ready to seize the opportunities for growth in the African financial services market.




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