About The Liberty Group

Liberty Holdings Limited (JSE: LBH) is a leading financial services group with a representation in 24 countries across the African continent. Liberty offers accident, critical illness cover, disability cover, income protection, life insurance and medical cover to 3.2 million people across Africa. The company also offers retirement annuities and investment solutions

Liberty was founded 10 September 1957 in Johannesburg, South Africa by Sir Donald Gordon.

At the age of 26, Donald Gordan saw an opportunity to create a new life assurance company. Frustrated by watching his father work hard all his life, yet reaping little financial reward for his efforts when he retired, Donald was challenged by the belief that all people should have the opportunity to grow their wealth and leave a dignified legacy for their family.

His profound belief is captured in Liberty’s name and flame in the company’s logo. The flame is an iconic visual adopted from the Statue of Liberty and imbued with the same meaning of freedom and opportunity.

Liberty is headquartered in Johannesburg, South Africa at Liberty Centre, 1 Ameshoff St., Braamfontein. The company’s Assets Under Management were worth ZAR 688 billion or USD 53 billion (as at 30 June 2017 and excluding inter-group Life Funds).

Liberty’s expansion occurred through the introduction of innovative products and solutions. In 1960 Liberty Life became the first company in South African to offer retirement annuity products to its customers and in 1962 Liberty Life was the first life assurance company to be listed on the JSE.

According to Liberty – “The advantage of knowing is entrenched in our organisational DNA and is demonstrated in the way we engage with our customers, business partners and stakeholders.

However, the more we learn, the more we know that knowledge alone isn’t enough. You can have knowledge and still understand very little. So until knowledge becomes action, there is no freedom, no progress and no advantage.

People don’t follow knowledgeable thinkers; they follow those who act, those who have experience, with the dust on their shoes to prove it.

We at Liberty know the path to financial freedom because we walk it every day.”


Liberty Vision

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

Liberty Mission

Through understanding the power of knowledge, strive to pioneer new ways to guide people towards financial freedom.

Liberty Purpose

To make a difference in people’s lives by helping them to orchestrate their financial freedom.

North West Franchise is an affiliate of Liberty

The information contained in this document does not constitute advice by North West Franchise. Any legal, technical or product information contained in this document is subject to change from time to time. If there are any discrepancies between this document and the contractual terms or, where applicable, any fund rules, the latter will prevail. Past performance cannot be relied on as an indication of future performance. Investment performance will depend on the growth in the underlying assets, which will be influenced by inflation levels in the economy and prevailing market conditions. Any recommendations made must take into consideration your client’s specific needs and unique circumstances.

Liberty is an Authorised Financial Services Provider in terms of the FAIS Act (License No. 2409)