The countdown is officially underway for the 2025 Absa Cape Epic, which will take place from 16 to 23 March 2025, marking the 21st edition of the world’s most prestigious mountain bike event. The 2024 edition delivered a significant economic impact, injecting over R560 million into the Western Cape economy in eight days, bolstering employment, tourism and small-business growth as international riders and spectators flocked to the region.

Clinton Clarke, Managing Executive, SA Coastal Regions, Corporate & Investment Banking says, “As title sponsor, we are proud to continue driving economic investment and impact through the Absa Cape Epic. This world-class event remains a powerful catalyst for the Western Cape’s economy, creating jobs, boosting tourism, and supporting small businesses as international riders and spectators flock to the province. With its growing global appeal and sustained local investment, we anticipate an even greater economic contribution in 2025.”

Furthermore, Absa is reinforcing its dedication to inclusivity and transformation in cycling with the announcement of the 12 for 21 #SheUntamed Class of 2025. Launched in 2019, the #SheUntamed movement aims to empower women and young girls in sports and beyond. This year’s programme includes 12 mixed all-women teams whose members range from beginners to experienced riders, and 40 women participating in the Epic Trippers Session 1. Their journey towards the 2025 Absa Cape Epic kicked off with the Team Absa Training Camp in January 2025 at the Absa Karkloof Country Club in KwaZulu-Natal. The camp focused on race preparation, skills development, nutrition and mental wellbeing, offering participants exclusive access to professional athletes and expert guidance.

This year marks the beginning of our three-year renewal with the IRONMAN Group, which includes access to the global Epic Series (made up of the SPAR Swiss Epic, Andorra Epic and 4Islands Epic). Selected #SheUntamed riders will travel to unforgettable, inspiring destinations where exceptional trails wind through stunning landscapes scattered with ruts, mud and dust. True grit, cheers and the sound of chains in motion will unite riders as they pursue each challenge. “This initiative goes beyond inclusivity,” said Tina Venter, Executive: Group Marketing and Corporate Affairs Operations, “It’s about creating meaningful change and expanding opportunities for women in cycling.”

Since its inception, the Absa #SheUntamed programme has dramatically increased women’s participation in cycling, growing from 36 riders in 2019 to 176 in 2024. Absa looks forward to the continued success of the programme. “We wish our 12 powerful teams the best of luck as they prepare for the race, and we are excited to witness their journey as they embody resilience and tame the untamed in partnership with us, because our stories go further when we write them together,” concluded Venter.

Absa’s commitment extends beyond cycling to creating meaningful impact in the communities it serves. Since 2019, Absa has partnered with Qhubeka, a global charity whose programmes help people progress by providing them with bicycles so that they can improve their access to schools, clinics and jobs. The name “Qhubeka” comes from the Nguni word meaning “to progress” or “move forward”. The hand symbol featured in the Qhubeka Charity logo represents giving beneficiaries a hand up, not a handout.   On 21 and 22 March 2025, in collaboration with Qhubeka, Absa will distribute 100 bicycles to students. By the end of 2024, a total of 5 792 bicycles have been donated to grade 10, 11, and 12 students across South Africa, with another 950 anticipated for donation in 2025.

As the sport continues to grow in popularity, the bank is exploring solutions to offer bespoke financing and insurance solutions for bicycles, enabling riders to invest in high-quality gear with financial flexibility.

Follow all the action of the Absa Cape Epic on all social media channels.

Absa Group’s groundbreaking metaverse platform, the Absaverse, was recently recognised for its outstanding contribution to workplace digital transformation, receiving the Best Digital Platform Award and Best Project Implementation Award at the IBS Intelligence Global Fintech Awards.

“We are very proud that our efforts are being recognised,” says Michelle Anderson, Absa Group Managing Executive for Strategic Planning. “The Absaverse represents our commitment to being a digitally powered business and demonstrates how emerging technologies can create meaningful connections in the workplace. This recognition affirms our innovative approach to fostering collaboration and building a strong corporate culture in the digital age.”

The Absaverse, a cutting-edge virtual environment powered by Web 3.0 technology, is being gradually introduced to Absa colleagues through an engaging experience where they can interact, learn, socialise and collaborate on the digital platform. The virtual reality platform achieved a remarkable 88% satisfaction rating among users across the company, sending a wave of excitement during the phased launch period.

“We’ve undertaken ambitious technology modernisation programmes focused on advancing digital adoption and enhancing user experiences, because our commitment to technology is a commitment to Africa’s future,” says Anderson. “We’re focused on innovations that not only meet the needs of today but also lay the foundation for lasting growth and resilience in the years to come.”

The platform’s success is leading to improved knowledge retention within the organisation, enhanced onboarding experiences and stronger brand affinity among employees. It has also opened new possibilities for customer-focused banking solutions that have the potential to be built on Web 3.0 technologies. Building on this initial success, future development phases include creating commercial opportunities through innovative and immersive customer experiences. We are exploring ways of leveraging Web 3.0 technologies to further transform how clients engage with our banking products and services, offering experiential new ways to manage finances and driving market-differentiating products and services.

On 27 February 2025 Absa proudly hosted its second instalment of the Cars Awards in partnership with Cars.co.za, South Africa’s foremost motoring awards programme, which celebrates the very best in the local new-vehicle market across 13 categories.

The prestigious gala event took place at the renowned Mall of Africa, where 39 exceptional vehicles competed for the coveted titles, and was followed by an exciting exhibition of these best-in-class options over the weekend.

This year’s ceremony showcased a remarkable display of innovation and diversity within the automotive industry, drawing the attention of car enthusiasts, industry leaders, and consumers alike, who braved the weather to attend the Cirque du Cars themed event in their numbers. The awards have become a staple calendar item for the South African car enthusiast and consumer as they continue to deliver insight and market analysis that shape consumer preference.

“These awards create an energy in the industry – challenging manufacturers to refine, reinvent, and reimagine what a great car should be. And ultimately, that benefits every single consumer,” Managing Executive at Absa Vehicle and Asset Finance Charl Potgieter said, addressing the audience at the glamourous ceremony.

Amasi Mwela, Managing Director of Cars.co.za, took the opportunity to outline exactly how the awards process supports consumer choice. “The Cars.co.za Awards combines insights from leading motoring experts with feedback from everyday drivers, providing our users with the information they need to make informed decisions that align with their budgets and lifestyles.”

This year’s awards showcased consumer preference in a manner like no other before with vehicles manufactured across wide-ranging global markets from the USA and Europe to Asia represented in the lineup of finalists. This speaks volumes of the maturity of South Africa’s automotive market spurred by innovation and healthy competition among automotive brands.

“In addition to the offerings of the incumbents, Chinese and Indian car manufacturers are making significant strides in this market with competitive luxury features that resonate with consumers. Our local landscape reflects an increasingly diverse global environment, with 20% of the finalists being manufactured in India and China, and another 20% produced locally,” added Potgieter.

The night belonged to the 13 winners across various categories recognising a range of vehicles from the market’s best affordable option to the best electric vehicle on offer – these 13 winners are:

1. Best Brand of the Year: Toyota
2. Best Leisure Double Cab: Toyota Hilux Double Cab 2.4GD-6 Raider 4×4 Auto
3. Ultimate Double Cab: Ford Ranger 3.0T V6 Raptor 4WD
4. Best Electric Vehicle and Best Premium Crossover: Mini Countryman SE ALL4
5. Best Budget Car: Suzuki Swift 1.2 GLX
6. Best Compact Car: Volkswagen Polo 1.0 TSI (85kW) R-Line Auto
7. Best Budget Crossover Car: Toyota Urban Cruiser 1.5 XR Auto
8. Best Compact Family Car: Toyota Corolla Cross 1.8 Hybrid XR
9. Best Family Car: Kia Sportage 1.6 CRDi GT Line Plus
10. Executive SUV: BMW X3 30e xDrive M Sport
11. Premium SUV: BMW X5 xDrive30d M Sport
12. Adventure SUV: Land Rover Defender 110 D350 X-Dynamic HSE
13. Performance Car: BMW M2 Auto

The excitement did not end there, consumers had the opportunity to experience, and test drive, the 39 finalist vehicles which were being exhibited at the Mall of Africa Cars Awards Showcase from 28 February till 2 March 2025. Absa further raised the roof with the introduction of the Absa Cars Awards Competition, giving consumers the opportunity to win a weekend away for two in one of the top vehicles by simply registering and completing a test drive.

To register for a test drive click here. The competition opened on 25 February 2025 and will run until 7 April 2025.

For Ts and Cs apply: Click Here

Absa Group, celebrated as a Top Employer for the fourth consecutive year, proudly unveils its Marketing and Corporate Affairs Academy. This pioneering programme marks a significant advancement in professional development, tailored to meet the evolving demands of the marketing and corporate affairs sectors, affirming Absa’s commitment that ‘Your Story Matters.’

Sydney Mbhele, Group Chief Marketing and Corporate Affairs Officer at Absa, highlights the importance of the Academy: “The Absa Marketing and Corporate Affairs Academy is a cornerstone in our strategy to build a future-ready team. It represents our investment in our people, ensuring they have the skills and insights to not only meet the challenges of today but to excel tomorrow. This Academy stands as a testament to our dedication to growth, leadership, and innovation.”

Innovative Curriculum and Personalised Learning Journeys

“The Academy is meticulously designed to be a game-changer in professional development,” explains Dr. Kigen, Head of the Group Marketing and Corporate Affairs Academy. “It incorporates experiential learning opportunities from shadowing frontline teams to participating in cross-functional projects, ensuring our teams can apply what they learn in real-world scenarios.”

Under the leadership of Dr. Fiona Kigen, the Academy will introduce a personalized, role-based, tailored learning approach. It includes structured pathways that address specific career goals and skills gaps, facilitating personal and professional growth. This method ensures that learning is not only strategic but also aligned with business outcomes, making it a transformative experience for all participants.

Key aspects of the curriculum include:

• Commercial Acumen – Gain a deeper understanding of how marketing and communications directly contribute to business success.
• Technical and Leadership Development – Access to industry-recognized certifications, executive coaching and leadership programs.
• Experiential Learning – Application of knowledge in real-world scenarios through hands-on projects and immersive collaboration with business units.

A Focus on Future-Ready Skills

The curriculum also prioritises digital transformation, preparing employees for future trends and technologies. This forward-looking approach is crucial for staying ahead in a rapidly evolving industry.

Empowering a Culture of Continuous Learning

The launch event, set against the backdrop of the state-of-the-art Wits Anglo American Digital Dome, not only served as a platform to introduce the Academy but also showcased its cutting-edge learning capabilities. The event highlighted interactive digital media, underscoring Absa’s innovative approach to education and training.

Looking forward, Absa plans to expand the Academy’s offerings, with new programs slated to roll out throughout 2025. Each program is designed to further entrench the culture of learning and success at Absa, empowering employees to take ownership of their professional journeys.

If you’re excited about the possibility of shaping your future with a leading financial institution, discover your next career opportunity with us. Visit Absa Careers to learn more about how you can join our team and start making a difference today!

Celebrating Success: ‘Your Story Matters’ boosts Brand Consideration and contributes to a shifting brand value by a R700 million increase in its first year. Celebrating the first anniversary of Absa’s brand repositioning, with a stronger-than-ever commitment to empathy and human-centred banking.

One year ago, Absa introduced ‘Your Story Matters’, a bold and human-centred brand positioning reaffirming its commitment to seeing and empowering customers beyond transactions. Today, as Absa celebrates this anniversary, this was never just a tagline. It is a purpose-driven commitment embedded in every decision, initiative, and interaction, shaping the bank’s journey forward. This brand positioning was designed to celebrate the diverse narratives that shape our communities, and the response has been nothing short of extraordinary. A bold promise rooted in human-centred empathy, and intuitive, seamless and integrated customer experience, has driven a significant uplift in brand resonance, with customers across Africa embracing our message and making it their own.

Over the past two years, which includes a preparatory phase under the theme ‘My Bank Does That’, as well as the brand positioning launch of ‘Your Story Matters’, Absa Group’s brand consideration has grown by close to 15%, with most markets outperforming their expected markers. This success underscores the power of authentic storytelling and the deep emotional connection it fosters between Absa and its audiences. Moreover, this strategic shift has boosted our brand value as measured by Brand Finance by an estimated R700 million, signalling not just immediate gains but also the promise of enduring growth.

Sydney Mbhele, Absa’s Group Chief Marketing and Corporate Affairs Officer says, “Following the successful launch of our brand positioning, ‘Your Story Matters,’ last year, we are thrilled to see a remarkable surge in brand consideration and customer engagement across our Pan-African markets. This positioning campaign has not only redefined our connection with consumers but has also solidified our brand as a trusted and relatable voice in the region. Our customers have spoken, and their stories have become the heartbeat of our brand.”

This commitment is evident not only in the stories Absa tells but in how it empowers them: through its products, commitment to corporate citizenship initiatives, and unwavering focus on customer experience, grounded on their needs.

“Rooted in Africa, we take pride in our heritage and ability to navigate the uniquely Pan-African landscape. Every individual has a story that matters – stories that shape communities, drive progress, and build a better tomorrow. At Absa, we recognise that each journey is unique, which is why we put our customers at the heart of everything we do,” continues Mbhele.

From amplifying the voices of female athletes and championing gender diversity in sports and business, to equipping young entrepreneurs with financial literacy and SME support, Absa remains committed to unlocking opportunities that matter.

At the forefront of financial inclusion, Absa continues to introduce innovative solutions like ChatWallet and Absa Mobi Tap, expanding access to seamless banking across Africa. By combining cutting-edge digital offerings with a strong physical presence, the bank ensures customers can engage with its services in the way that best suits them.

With operations in 12 African countries and representative offices in five strategic markets, Absa understands its customers’ diverse needs—whether they embrace digital convenience or prefer in-branch engagement.

“Stories hold no value if they are not shared, strategies mean nothing if they are not implemented, and seem hollow if not matched by the customer experience. This year, we will not only continue telling stories, but we will also create them through our continually improving human-centred experience,” adds Mbhele.

Building on our year of success and as part of our ongoing commitment to being a ‘Force for Good’, Absa has dedicated significant resources to directly combat the youth unemployment crisis in South Africa. With a strategic investment of over R1.5 billion over the past 5 years to empower communities to proudly say, ‘I grew it’; Absa has through education, financial literacy, entrepreneurship, and employability empowered 1.7 million people with the necessary skills and opportunities for sustainable growth.

“As we continue to amplify the voices of our customers, we remain committed to creating meaningful experiences that reflect the richness of African culture and identity. The ‘Your Story Matters’ campaign is more than a slogan—it’s a movement that celebrates the power of every individual’s journey. Achieving greatness means pushing ourselves beyond what we know and what we’ve done before. It means innovating, collaborating, and bringing Your Story Matters to life in ways that inspire and empower our clients,” concludes Mbhele.

To experience Absa’s customer-focused approach and explore the bank’s wide range of services, please visit its website at www.absa.africa.

Your financial journey is important, and, at Absa, your story really matters.