Sanlam announced on Tuesday that it is repositioning its business to become a purpose-led organisation, through a purposeful brand and new slogan of ‘Live With Confidence’.

 Tertius Stears, Sanlam Group CEO, said the new brand position comes at the perfect time as in the financial sector “confidence is priceless”.

Stears noted that at a time when global confidence is at an all-time low, Sanlam’s bold proposition is a welcome encouragement to the weary. 

“As responsible corporate citizens, we want to play our part in providing more people with the knowledge, tools, and resources necessary to participate meaningfully in the mainstream economy,” Stears elaborated.

Sanlam plans to catalyse this purpose through an expanded product offering, data, and digital transformation, empowerment, building a future-fit culture, innovation, and partnerships.

Stears added: “We have been investing in financial freedom and uplifting communities in which we operate. Empowering generations to be financially confident, secure and prosperous is not a new pursuit of ours; it is one we are simply giving new expression to.”

Chief executive of Brand at Sanlam, Sydney Mbhele, said that to live with confidence is a feeling of empowerment that comes from knowing you are in control of your life.

“Financial confidence gives you a better chance of reaching the goals that matter to you. It’s accessible to everyone, whether you have a lot or little, irrespective of age and stage. It is a mindset of abundance rather than scarcity,” he said.  – mndjavera.com.na