Harare – Old Mutual Zimbabwe and Rest of Africa CEO, Jonas Mushosho told analysts in the capital that the Group has unveiled a vibrant new identity in a bid to reflect its fresh-customer-led approach and stronger focus on Africa.

This follows the Group’s managed separation and subsequent primary listing on the Johannesburg Stock Exchange, and secondary relisting on the Zimbabwe Stock Exchange last month.

Mushosho said the company's new visual personality draws on the optimism, vibrancy and seize-the-day spirit of the continent, reinforcing the message of 'Made in Africa for Africans' and the new brand repositioning represents much more than a brand refresh.

"As an independent entity with ambitious aspirations and a clearer, stronger focus on Africa, we saw the need to establish ourselves more firmly as an effective Pan-African leader with a distinctive customer value proposition.

"With that came the need to review, reposition and reinvigorate our brand. We have re-imagined and strengthened our role and relevance in our customers' lives.

“Increasingly, customers tell us that what they need from their financial services provider is closer involvement and understanding, and practical, hands-on support. In short, we will be cutting through the intimidating clutter of the financial sector, and serve more as coaches or partners, providing tools and motivation, helping them take the small steps that lead to great things.

"This is why our brand identity has been given new vibrant refresh: to express our revved-up purpose to equip and guide our customers to become financially fit and be their absolute and exceptional best," he said.

Mushosho added that Old Mutual is proud to be one of Africa's most reputable, recognisable and reliable financial services brands.

“Over the 173 years of its existence, Old Mutual has gained vast experience and demonstrated resilience and foresight in adapting to meet the evolving needs of customers and markets. Now, with operations in 13 countries in Africa, the company is ready to seize the opportunities for growth in the African financial services market.”