Sanlam Launch New Brand Positioning

Sanlam Launch New Brand Positioning

Sanlam’s new positioning, ‘Live with confidence’, is not simply a new pay-off line, but a maxim they are seeking to live by, and restructure their entire business around, too. Together with their creative agency partner, King James Group Africa, Sanlam set out to redefine the essence of what makes them tick — and to match this with the inherent challenges and opportunities surrounding them.

How so? By providing more Africans with the knowledge, tools and resources necessary to participate more meaningfully in the mainstream economy. This includes a range of bold initiatives, including new data and AI-led innovations such as a Confidence Coach Chat-bot to upskill financial literacy, an Annual Financial Confidence Index to pinpoint regions where capacity building is imperative, and the launch of the Sanlam Moola-Money Family Game Show, the country’s first ever financial education family TV game show, in April.

‘Instead of simply imploring people to change their financial habits, we’ve set out to practically include them more in the economy and to have a better relationship with money, thereby empowering a greater confidence in all of life,’ said Sydney Mbhele, Sanlam’s Chief Executive of Brand. ‘Sanlam has always had this notion of empowerment at its heart – we’re going back to our roots of empowerment and articulating this in a more purposeful way.’

‘Ensuring the previously marginalised have access to well-functioning financial infrastructure is paramount,’ he continued. ‘By imprinting ‘Live with confidence’ in the DNA of every aspect of our business – from the financial adviser’s meeting with a client to the development of new offerings – we will empower generations to be financially confident, secure and prosperous.’