Liberty Life

General information

Liberty was founded in 1957 by Sir Donald Gordon who saw his father work hard all his life but reap little financial reward. This ignited in him the unstoppable belief that everyone should have the opportunity to grow their wealth and leave a proud legacy for their family. This belief is captured in our very name and our flame, taken from the Statue of Liberty and imbued with the same meaning of freedom and opportunity.

Nearly 60 years later, with the same belief still driving us, we have grown into an organisation with assets under management of R566 billion, more than 2,5 million clients and properties that cover 1,1 million square meters. With a presence in 14 African countries, we have grown from being a South African life insurer to a Pan-African financial services company, offering asset management, investment, insurance and health products.

We are an organisation that understands the value of knowledge and its power to change realities when set in action. Which is why we have invested over R480 million in support of education initiatives and projects in our communities.

Why we are in business

To pioneer new ways and guide people towards fi­nancial freedom.

Our purpose

To make a difference in people’s lives by making their financial freedom possible. This is our passion.

Our impact

What we do changes people’s realities.

Our vision

To be the trusted leader in insurance and investment in Africa and our chosen markets.

Liberty is not just our name. It’s what we do.