Liberty is adjusting its business strategy to target a younger market segment with initiatives centred around customized financial advice, recognizing that only a small percentage of its clientele falls between the ages of 18 to 35. Liberty’s initiatives include a major brand refresh initiated in 2020, emphasizing empathy and care in financial interactions. The “In It With You” tagline was introduced to convey a commitment to genuinely caring about clients and their futures. More recently, Liberty launched the “Launch Your Life Goals” campaign, focusing on living courageously, budgeting and getting out of debt. The FSP is also celebrating wealth creation, partnering with influencers and hosting financial wellness workshops like “Secure The Bag” with entrepreneur Cassper Nyovest. Liberty is exploring new digital platforms, recognizing the importance of social media and multimedia content to engage with younger audiences.
