Case Study: Liberty
Client Overview
Liberty Holdings Limited, headquartered in Johannesburg, South Africa, is a financial services and property holding company that specializes in insurance and asset management. The company operates in South Africa, Kenya, Namibia, and 16 other African countries. Its asset management subsidiary, STANLIB, manages and administers significant assets for both retail and institutional clients.
Through our collaboration with Liberty Group, we’ve developed a deep understanding of their communication needs, particularly in engaging with intermediary stakeholders. Our expertise lies in effectively communicating with advisers and understanding what drives their decisions.
The Challenge Liberty faced a low market share in the Retirement Annuity (RA) sector and was losing significant business as clients transferred or switched their funds to competitors.
Key issues identified
- High costs/fees: Advisers cited this as the primary reason clients were switching or canceling their retirement products.
- Competitive offers: Clients were drawn to competitors offering lower fees, better performance, and added benefits like loyalty rewards.
Our Approach To address these challenges, we developed a multi-faceted strategy
- Drive consideration for Liberty retirement solutions by encouraging conversations with Liberty advisers about retirement, and increasing investment in Liberty Retirement products.
- Acquire new customers across various segments (Starter, Mid, Mature, and Senior Upper Affluent) who were beginning their retirement planning journey, targeting those switching jobs or seeking personal policies.
- Engage current Standard Bank + Liberty Risk clients who did not yet have retirement solutions, empowering advisers to extract value from existing client books.
- Retain existing clients, ensuring they remained with Liberty until retirement age.
Research Quazar conducted a thorough market analysis, benchmarking Liberty against competitors and identifying gaps in their market presence. This research informed the development of a strategy to help Liberty stand out in a competitive landscape.
Execution Quazar was tasked with creating a go-to-market (GTM) strategy and refreshing Liberty’s creative concept. Anchored in their existing positioning—Investing Together in Your Retirement Goals—the refreshed strategy focused on bold, effective touchpoints to enhance relevance for both consumer and trade audiences.
Key components of the strategy included
- Integration across digital platforms, activations, and thought leadership initiatives.
- A focus on addressing client needs rather than product-driven messaging.
Conclusion We delivered a revitalized communication strategy featuring impactful creative designed to
- Drive consideration for Liberty’s retirement solutions.
- Generate qualified leads through needs-based messaging.
This approach positioned Liberty to better engage with their target audience, improve market share, and strengthen their presence in the Retirement Annuity space.
