Alexander Forbes rebrands to Alexforbes

Alexander Forbes has rebranded to Alexforbes, a move aimed at transforming into the most inclusive retail financial advice firm in Southern Africa.

According to Alexforbes Botswana’s chief executive officer (CEO), Poloko Masitara the evolution of the Alexforbes brand directly aligns with the group’s recent corporate activity and supports its transformation towards becoming a member-oriented financial services provider.

“It is part of a strategic shift to focus our energies on the positive impact the company has on people’s lives. It is not just a name change; it is a transformation that cuts across our business in how we connect, provide advice and make an impact,” she said.

Masitara added the new brand is built on the principle of connection adding that it represents an open invitation to engage, participate and build together.

The CEO said Alexforbes plays an integral part in people’s lives as “we connect them to their aspirations, their wellbeing, their legacies and so much more. In an environment where too many people are too far removed from the impact of their choices, Alexforbes connects tomorrow’s reality with today’s aspirations”.

On his part, group CEO Dawie de Villiers said the shift aligns with its vision of becoming the most impactful provider of financial advice serving both individual customers and institutional clients. Expanding on the strategic shift, the CEO said the company will over the next five years focus on exponentially growing the multi-national consulting business model into selected markets in Africa as well as expanding advisory capabilities into adjacent lines utilising its wealth of data.

“We also are focusing on transforming into the most inclusive retail financial advice firm in Southern Africa and scaling up our investment consulting footprint with a focus on ESG, alternatives and impact capabilities,” de Villiers said.