Alexforbes to focus on Insight, Advice and Impact
18 Jul, 2022

Johannesburg, 30 March 2022 – Alexander Forbes, Southern Africa’s leading employee benefits firm has unveiled a new vision, purpose and customer value proposition supported by a refreshed brand to form a greater connection to the people that the organisation serves.

The company announced today that it has rebranded from Alexander Forbes to Alexforbes with a new tagline reflecting its purpose of pioneering INSIGHT to deliver ADVICE and solutions that IMPACT people’s lives.

According to Dawie de Villiers, CEO of Alexforbes, “This shift aligns with its vision of becoming the most impactful provider of financial advice serving both individual customers and institutional clients.”

Expanding on the strategic shift, de Villiers says the company will over the next five years focus on:

Extending leading positions across Administration, Retirements, Healthcare & Multi-Management capabilities
Exponentially growing the multi-national consulting business model into selected markets in Africa
Expanding advisory capabilities into adjacent lines utilising its wealth of data
Transforming into the most inclusive retail financial advice firm in Southern Africa
Scaling up Investment Consulting footprint with a focus on ESG, Alternatives and Impact capabilities
Demonstrating a meaningfully positive impact on the stakeholders that the company serves

Viresh Maharaj, Executive: Strategy and Customer Experience, stated that, “Our new brand reflects of our purpose built from the DNA of our organisation. It simplifies our promise to our members, customers and clients; unifies our customer value proposition across our range of services; and amplifies our purpose to all stakeholders. It pragmatically represents who we are, why we exist and how we add value.”

“The evolution of the Alexforbes brand is part of a strategic shift to focus our energies on the positive impact the company has on people’s lives”, says de Villiers. “It directly aligns with our recent corporate activity and supports our transformation towards becoming a member-oriented financial services provider by enabling us to better connect with individuals. It is not just a change in name; it is a transformation that cuts across our business in how we connect, provide advice and make an impact,” he says.

“Our new brand is built on the principle of connection and explicitly depicts the Connector icon as a symbol of positive intent and care. It represents an open invitation to engage, to participate and to build together. The Connector manifests the role that Alexforbes plays in people’s lives as we connect them to their aspirations, to their well-being, to their legacies … and to so much more.”, says Maharaj, “In an environment where too many people are too far removed from the impact of their choices, Alexforbes connects tomorrow’s reality with today’s aspirations.”




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