News & Info

"Most Recent News & Info from Leesure Assurance Brokers"

60 years of working for you

60 years of working for you

As we reflect on the past, we realise how far South Africa has come as a country and how much Liberty has achieved over the last six decades. In September 1957, 26-year-old Donald Gordon established a new life assurance company in South Africa with capital of R84 000. The following year, Liberty Life was registered as a company and sold its first policy.

Liberty pioneers assurance in the 1960s

  • Liberty Life becomes the first life assurance company listed on the Johannesburg Stock Exchange (JSE).
  • It introduces the first retirement annuity products in South Africa.
  • Liberty Life introduces South Africa’s first unit trust with the concept of life insurance benefits linked to these unit trusts.
  • Liberty Asset Management (Libam) is launched.
  • As the decade comes to an end, Liberty’s total assets top R10 million.

Liberty enters a period of acquisition-led growth in the 1970s

  • Liberty acquires the South African operations of the Manufacturers Life Insurance Company of Canada, and control of Real Estate Corporation, a major South African-listed property company.
  • It acquires the South African life insurance operations of Sun Life Assurance Company of Canada.
  • The Donald Gordon Foundation is launched to manage the company’s social responsibility.
  • Liberty Life introduces the Liberty Property Bond series of policies.
  • Construction of Liberty’s property flagship Sandton City begins in 1972.

Liberty goes international in the 1980s

  • Liberty Life lists on the London Stock Exchange.
  • The new Liberty Life Centre corporate headquarters are opened in Braamfontein.
  • Through the first share incentive scheme in South Africa to include all races, Liberty Life staff are eligible to acquire a minimum of R2 000 worth of shares in the company.
  • Liberty Life increases its stake in Standard Bank to over 21%.
  • The VIP Lifestyle Retirement Annuity Policy is launched.
  • In 1987 Liberty Life turns 30 and premium income exceeds R11 billion.

In the 1990s Liberty’s innovation is a force to be reckoned with

  • By 1992, Liberty Life is ranked the fifth-largest company in South Africa in terms of market capitalisation on the JSE.
  • The Liberty Life Foundation is launched.
  • Liberty introduces Blueprint, the first computer-based financial needs analysis platform.

2000s: Half a century of exceptional assurance

  • Liberty Life rebrands to Liberty.
  • Liberty sets up operations in six sub-Saharan countries, including Botswana, Namibia and Nigeria.
  • In 2007 Liberty turns 50.

2010s: 60 years of innovative solutions

  • In 2015, Liberty Evolve reaches its R4 billion milestone within its first year of launching.
  • Liberty launches two market firsts – Agile and Bold retirement solutions with the Exact Income Fund and High-Water-Mark Guarantee.
  • Liberty concludes the largest property deal in Africa, with the launch of Liberty Two Degrees in 2016.
  • Liberty launches Stash – a mobile app that encourages everyone to save.
  • Liberty turns 60 on the 10th of September

The decade is still not over and there are many unknowns ahead. But one thing is certain: Liberty has been through it all and will continue to deliver the products and services our customers have become accustomed to.

Search Leesure

Find us on Facebook

Who's Online

We have 4 guests and no members online