Alexander Forbes unveils new brand and corporate name change
The new Alexforbes will focus on insight, advice and impact
A new era for Alexforbes in driving brand awareness
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.
On 29 March 2022, the company announced 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. The new brand and corporate name change capture the company’s transformation and growth strategy to become the most impactful provider of financial advice serving both institutional clients and individual customers. The company is rebranding from Alexander Forbes to Alexforbes.
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.” The rebrand is part of a strategic shift to serve and amplify the positive impact the company has on people's lives by delivering insight and advice to both corporate clients and individual customers. Significantly, the company is transforming itself towards becoming a member-oriented financial services provider.
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 and 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 its investment consulting footprint with a focus on ESG, Alternatives and Impact capabilities; and
• Demonstrating a meaningfully positive impact on the stakeholders that the company serves.
“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,” said Stéfan du Preez, managing director of Alexforbes Namibia.
“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,” said 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 said.
“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,” said Du Preez.
“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.
“The brand refresh is one of many initiatives that Alexforbes is implementing to broaden and deepen this connection so that we may fulfil our purpose. The brand refresh reflects this purpose and succinctly captures the essence of why we exist and how Alexforbes adds value to customers and clients.”
The rebrand includes a new corporate identity that incorporates a new name, Alexforbes, logo and corporate colours, and will see significant enhancements to its digital capabilities and consulting processes that will allow Alexforbes to enable better connection with individuals.
From left: Trevor Ndjadila (Business Development Manager), Ntelamo Nancy Maphosa (Marketing Manager) ,Stéfan du Preez ( MD Alexforbes Namibia)
On 29 March 2022, the company announced 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. The new brand and corporate name change capture the company’s transformation and growth strategy to become the most impactful provider of financial advice serving both institutional clients and individual customers. The company is rebranding from Alexander Forbes to Alexforbes.
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.” The rebrand is part of a strategic shift to serve and amplify the positive impact the company has on people's lives by delivering insight and advice to both corporate clients and individual customers. Significantly, the company is transforming itself towards becoming a member-oriented financial services provider.
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 and 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 its investment consulting footprint with a focus on ESG, Alternatives and Impact capabilities; and
• Demonstrating a meaningfully positive impact on the stakeholders that the company serves.
“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,” said Stéfan du Preez, managing director of Alexforbes Namibia.
“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,” said 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 said.
“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,” said Du Preez.
“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.
“The brand refresh is one of many initiatives that Alexforbes is implementing to broaden and deepen this connection so that we may fulfil our purpose. The brand refresh reflects this purpose and succinctly captures the essence of why we exist and how Alexforbes adds value to customers and clients.”
The rebrand includes a new corporate identity that incorporates a new name, Alexforbes, logo and corporate colours, and will see significant enhancements to its digital capabilities and consulting processes that will allow Alexforbes to enable better connection with individuals.
From left: Trevor Ndjadila (Business Development Manager), Ntelamo Nancy Maphosa (Marketing Manager) ,Stéfan du Preez ( MD Alexforbes Namibia)
Kommentaar
Republikein
Geen kommentaar is op hierdie artikel gelaat nie