Our Go-to-Market strategy 

We are proudly African, and treasure our diversity, which we leverage in the service of others. Our purpose is to bring your possibilities to life. We believe everyone should have access to the transformative power of financial services. To help them plan, dream, and aspire to change their lives. We believe in possibilities, in the actions of people who always find a way to get things done. We believe in creating opportunities for our customers to make their possibilities real and in supporting them every step of the way, delivering innovative technologies and propositions to make more possible.

As a financial services provider, we play an important role in the economic life of individuals, businesses and nations. We help to create, grow and protect wealth through partnerships in economic development, while playing a shaping role in Africa’s growth and sustainability.

The aspiration of the Group is to be a leading financial services company on the African continent, one that sustainably creates shared value and plays a meaningful role in our customers’ and clients’ life journey, empowering them to achieve more and for them to recommend us to family, friends and business associates. Sustainable growth will continue to shape our thinking and drive our planning as a critical measure of our success.

Purpose will be the cornerstone of our long-term sustainable growth, enabling us to find a balance between profit, responsibility and how best to shift our business model, resources, products and services to deliver shared value. 

Our Go-to-Market strategy is premised on delivering new value and shared value to a broad range of stakeholders.

Being a purpose-led, customer centric business

Our strategy embraces a purpose-led ethos and customer centric business model whereby our focus is on ensuring that our propositions, distribution channels, market footprint, capabilities, mindsets and behaviours deliver on the needs of our customers and clients, embedding customer-centricity at the heart of our business.

This will entail us employing a solutions-driven mindset, which includes both, excelling at execution as well as solving for the needs, aspirations and behaviours of our customers and clients.

Our differentiation will come from implementing our customer-first digital ambition, creating an ecosystem of financial services, lifestyle and value chain offerings, that delivers an integrated, seamless and memorable experience for our customers and clients.

To drive execution, we have four strategic imperatives and four strategic enablers that are integrated and work together to help us to deliver new value and shared value to a broad range of stakeholders, thus enabling us to restore leadership in the market.


Our four strategic imperatives are: 

Lead with a purpose and deliver shared value to a broad range of stakeholders.



Deliver propositions through effective digital-first distribution channels that complement our customers’ behavioural patterns.  



Solve for customers’ intrinsic needs through hyper-personalised propositions delivered in the right key moments. 



Establish a diverse market footprint that best meets our customers’ expectations.




Our four core enablers are: 

Invest in strategic capabilities that create market leadership.



Create an execution model that drives fast lane innovation. 



Build a modern technology architecture that powers digital transformation.



Develop and nurture an entrepreneurial culture.