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About Company

For over 60 years, we at Liberty, have been in it with our clients. We were in it with you on your first day of work, right until the day you retired. We were there when you asked HR if you could take a sabbatical and when you asked your girlfriend to marry you. We’ve been there for the birth of your children and the passing of your loved ones. Walks down the aisle and walks out of doctor’s rooms. We were there the night of your accident, and the morning you watched the sunrise from Mount Fuji. For more than six decades, we’ve helped you dream of it, plan for it, deal with it. We’ve been in it with you. All of it.

From the first retirement annuity ever sold in 1957 by Sir Donald Gordon, to protecting and growing the lives of more than 3.2 million people across Africa today.

It is important for us to be there for our clients through every moment of their lives, that is why we offer a comprehensive range of solutions that not only focus on the financial-, but the physical and emotional well-being of our clients as well. This approach has helped us grow from being a South African life insurer to a Pan-African financial services company.

Liberty is a subsidiary of The Standard Bank Group and the incorporation into Standard Bank provides synergies and advantages not only in South Africa but across the African continent, positioning Liberty as an integral part of a universal financial services organisation focused on delivering exceptional customer experiences and superior value.

We are constantly learning from the life experiences of our clients, in the moments they need us most, to develop and improve our solutions so that we can be in it with you, through the ups, downs, good and the bad. Liberty. In it with you.