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Liberty will continue to operate during COVID-19 lockdown. To learn more about COVID-19 in South Africa, visit

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Liberty Holdings

Our brand and reputation

An appropriate positioning of our business, accompanied by steady efforts to grow the brand enables us to take a rightful leadership position in the industry.

Our brand is synonymous with the value of our knowledge and its power to change realities by improving people’s lives and making their financial freedom possible. As such, Liberty is committed to enhancing and protecting the group’s brand and reputation. The internal brand team is responsible for protecting our corporate identity and ensuring the alignment of our brands to the overarching group strategy.

Our brand activities allow us to engage with customers in a more personal and tailored manner. We rolled out a campaign allowing customers to share their Liberty stories, across multimedia platforms, in their vital segments of retirement, education and lifestyle protection.

Enhance social relationships

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