Liberty

In 1957 a young entrepreneur, Donald Gordon saw an opportunity to start a new insurance company. He named his new company after the famed Statue of Liberty, in honour of the opportunity and freedom it represents to so many.

Destined for greatness – One man's dream

In August 1958, Liberty was successfully registered as a company and in October of that year, Donald Gordon sold his first policy.

One of many firsts

In 1960 Liberty Life introduced South Africa's first RA (retirement annuity) and by 1962 Liberty Life came to be the first life insurance company listed on the Johannesburg Stock Exchange (JSE). At the time, shares cost R2.70.

In 1965 Liberty Life proudly introduced the country's first unit trusts. Assets would be valued at R10 million by 1967 and in 1968 Liberty Holdings was formed. The Donald Gordon Foundation was launched in 1971, to oversee Liberty's social responsibility commitments.

By 1973 Liberty Life gained control of the Real Estate Corporation. Through the political upheaval of 1976, their assets reached over R100 million, thus continuing to provide security to many.

Then in 1978, Liberty Controlling Corporation was formed with STANBIC, to buy back controlling interest from Guardian Royal Exchange.

Established in London in 1980

That same year Liberty also brought in an incentive scheme to South Africa, open to all races, which empowered their staff to obtain shares in the company worth over R2000.   

Liberty Life was listed on the London Stock Exchange in 1982 and its assets were valued at more than R2 billion. South Africa witnessed the launch of Liberty's Retirement Annuity Policy in 1986, and premium income surpassed R11 billion in 1987, making Liberty the largest shareholder in STANBIC. 

In 1988/89, Liberty was instrumental in the inception and development of the Faculty of Management at WITS. 1990 saw the launch of Liberty Life Foundation. They introduced the Medical Lifestyle health policy in 1991, and by 1992, they were the 5th largest company in South Africa. 

For their 40th anniversary, they celebrated by repurchasing 50% of Guardbank from First National Bank, valued at R290 million. Sir Donald Gordon retired in 1999 and was named achiever of the century in South African financial services. In 2004 a tenth of Liberty Life operations was sold to BEE enterprises. Thus over the last 20 years, they've held to this track record of innovation, acquisition and transformation.

Liberty is committed to putting you first. Their customer service is of a world-class standard and their customer service consultants are available to help you with any question you may have.

Spoilt for choice with Liberty

When it comes to coverage for the important things, Liberty is your go-to. They offer you car, home, personal liability, and on-the-go insurance that can be tailored to meet your unique needs.

Their car insurance coverage options

Liberty believes that you should be able to customise your insurance to meet your specific needs. This is why they offer additional options for you to choose from and combine to achieve the coverage you need. These options are comprehensive and cover third-party, theft and fire, and third-party only.

Get up to 30% off your car insurance premiums

Get a discount on your car premiums by successfully passing a driving test on their app. This allows you to qualify for savings of up to 30% off your monthly premium for being a responsible driver.

The Liberty driver coaching programme

Known as Uber Drive, this feature rewards you with up to R400 worth of Uber vouchers a year if you take part in their driver coaching programme, which doesn't affect your premium. Get R100 in your Uber account whenever you drive an accumulated 500 km over 3 months.

SOS emergency button

This lifesaver helps keep you and your loved ones safe by assisting in any emergency, 24 hours a day. Just press the SOS button and the helpline will be notified, whether you require medical, or vehicle assistance in an emergency.

Emergency medical services

They have a team of medical personnel available to assist you in a medical emergency with information and advice. If you go through a crisis, their qualified operators will ensure you get the help and support you need, including arranging for medical evacuation.

This assistance is available to you and your whole family and includes your domestic worker. Roadside assistance is included in your premiums, so you have peace of mind.

Instant client recognition 

You can switch between call centre, web and mobile. They'll always know who you are, no repeating who you are or typing anything necessary. If you decide you'd like to talk to an advisor during the application process, just click the 'call me' button and one will call you back.