This article was originally published in the Brand Finance South Africa 100 2026.
Old Mutual has spent nearly two centuries building one of South Africa's most trusted financial services brands, anchored in its founding promise to be "a certain friend in uncertain times". That trust is measured in delivery: R139.5 billion paid in claims and benefits in 2024, and a network of more than 36,000 tied and independent intermediaries guiding customers through their financial journeys. In this Brand Spotlight, Mosala Phillips, Chief Marketing Officer at Old Mutual, discusses how the brand preserves its authenticity while renewing its relevance, how a sharpened sponsorship portfolio deepens connection across distinct audience segments, and how trust is sustained through empathy, reliability, and investment in the communities Old Mutual serves. Looking ahead, Old Mutual shares how OM Bank will carry that heritage into one of the country's most competitive sectors, offering affordability, simplicity, and a digital-first experience designed to close the gaps customers still encounter.
Interview with Mosala Phillips, Chief Marketing Officer, Old Mutual
Building and strengthening the Old Mutual brand
Since its establishment in 1845 as South Africa’s first mutual life assurance company, Old Mutual has evolved in step with the people and communities it serves. Guided by the timeless principle of being “a certain friend in uncertain times,” the brand has built a legacy anchored in trusted guidance, dependable solutions, and a deep sense of responsibility.
Nearly two centuries later, this commitment remains unwavering. Old Mutual continues to demonstrate resilience and adaptability, remaining attuned to customer needs and societal shifts while championing financial well-being. This enduring purpose allows the brand to preserve its authenticity while continually renewing its relevance in a rapidly changing financial landscape.
Building trust among stakeholders
Trust is the cornerstone of the Old Mutual brand. Its approach is shaped by a deep understanding of customer and stakeholder needs, consistently delivered with empathy, reliability, and fairness. A central driver of this trust is the organisation’s steadfast commitment to doing what it promises. In 2024, Old Mutual paid R139.5 billion in claims and benefits – a clear demonstration of its duty of care and the tangible value it provides to millions of customers. This reliability, especially in moments of difficulty, continues to strengthen long‑term credibility and loyalty.
Old Mutual’s network of more than 36,000 tied and independent intermediaries further reinforces this trust. These advisers are daily ambassadors of the brand, offering personalised guidance throughout each customer’s financial journey. Beyond its commercial responsibilities, Old Mutual invests deeply in the communities it serves. Through development initiatives, educational programmes, and transformation efforts, the organisation drives positive societal impact, reinforcing our role as a trusted, purpose‑driven brand
Entering the banking sector: Leveraging brand strength in a competitive industry
The banking sector is one of South Africa’s most competitive and valuable industries. As Old Mutual prepares to introduce OM Bank, the organisation enters the market with a strong heritage and a deep understanding of customers’ financial lives. Despite the presence of established players, the sector remains fragmented, often leaving customers with inconsistent and disconnected experiences. Old Mutual sees an opportunity to bridge these gaps by providing a seamless, holistic financial journey.
OM Bank will deliver affordability, simplicity, and a digital‑first experience, backed by the credibility and trust built over nearly two centuries. As customers encounter these benefits, we are confident they will recognise the meaningful value and choose a banking partner that blends modern innovation with proven dependability.
Leveraging sponsorships and partnerships for brand growth
Sponsorships and partnerships remain critical to Old Mutual’s marketing and growth strategy, enabling the organisation to engage customers in the spaces that matter most – from sport and music to education and community events. The aim is to integrate financial wellness into meaningful experiences in a way that feels authentic and useful.
In recent years, Old Mutual has refined its approach, curating a more targeted and diversified portfolio designed to deepen connections across multiple audience groups. Each partnership is selected to build brand affinity and deliver measurable commercial value through strong access points to key segments
Current partnerships include:
- JSE SheInvests: A collaboration with the Johannesburg Stock Exchange empowering women investors and positioning Old Mutual as a credible partner in inclusive, values‑driven investing
- Independent schools sports (rugby, hockey, water polo): A platform with strong affinity among wealthy and emerging affluent audiences, connecting with them through school‑based sporting excellence
- Go2Berg cycling event: A lifestyle‑aligned initiative that fosters strong engagement with Wealth and Upper Personal Finance customers
- Music in the gardens: A leisure‑focused series that reaches a broad retail audience while generating valuable first‑party data to enhance customer engagement and remarketing
Across these platforms, Old Mutual continues to elevate experiences, prioritise customer value, and reinforce its leadership in financial education and holistic wellbeing.
