Liberty was founded in 1957 by Sir Donald Gordon who watched his father work hard all his life, yet reap little financial reward for his efforts. This struggle ignited in him the overwhelming belief that all people should have the opportunity to grow their wealth and leave a proud legacy for their family. This belief is captured in our name and our flame, taken from the Statue of Liberty and imbued with the same meaning of freedom and opportunity.
Nearly 60 years later, and with a presence in 18 African countries, we have grown from being a South African life insurer to a pan-African financial services company, offering asset management, investment, insurance and health products to 3.2 million people across Africa.
We are an organisation that understands the value of knowledge and its power to change realities, when set into action. This is why we have invested over R480 million in supporting various educational initiatives and projects within our communities.
What do we know about not knowing? We understand that knowledge is a continuous pursuit. You have to constantly seek it, chase it and build on it. Knowledge is our currency and our wealth. It's our future as well as our past. It is where we come from and what we stand for.
The advantage of knowing is entrenched in our organisational DNA and is demonstrated in the way we engage with our customers, business partners and stakeholders.
However, the more we learn, the more we know that knowledge alone isn't enough. You can have knowledge and still understand very little. So until knowledge becomes action, there is no freedom, no progress and no advantage.
People don't follow knowledgeable thinkers; they follow those who act, those who have experience, with the dust on their shoes to prove it.
We at Liberty know the path to financial freedom because we walk it every day.
Transform Liberty to be the trusted leader in South Africa and chosen markets by delivering superior value through exceptional client and adviser experiences.
Why we are in business?
Through understanding the power of knowledge, we strive to pioneer new ways to guide people towards financial freedom.
Improving people’s lives by making their financial freedom possible.
Liberty is not just our name. It's what we do.