Iemas Financial Services Embarks on a Rebrand Journey

We are pleased to inform you about this strategic evolution of Iemas Financial Services Co-operative Limited brand and how this initiative will benefit our employees, members (customers), employer partners, and all stakeholders.

The Co-operative has embarked on a strategic rebrand journey. With an 84-year legacy of providing financial solutions to our members at employer partners across South Africa, we have undoubtedly established a rooted brand in our current markets. Building on this legacy, we have a strategic goal to remain relevant to the ever-changing needs of our members and to drive growth in new member segments, thereby expanding our market presence. This imperative, together with our market research, has enabled us to help shape and craft a new identity that endeavors to resonate with our stakeholders.

Our name is now iMasFinance Co-operative Limited (NCRCP 1332). Our subsidiary brand Iemas Insurance Brokers’ (Pty) Ltd registered name will not change however, it will align with a new and similar “trading as” name. We will officially launch our new brand identity on 29 October 2021 at the Annual General Meeting. We will also be repositioning the organisation with a new, digital-friendly logo that is aligned to the evolving and expanding business which we are creating and also one that is attractive to our member segments. Our identity and the meaning behind it will underpin and drive enhanced member value propositions and digital innovations – all focused on a customer-centric service offering.

At the heart of our co-operative business model is the strong principle of shared value. That our organisation is owned by and operated for the benefit of our member community. It is our ambition that as we grow, our members benefit from increased profit sharing delivered through our new rewards programme.

We assure you that we will continue with business in the normal course and all valid existing contractual arrangements in old name will continue as is. You will notice that our name change will soon reflect on all our all our official documents, mailings, invoices, and promotional materials through a phased approached. It is still the same co-operative but with a renewed vision, name and identity. Our commitment to our members and employer partners remains our highest priority.

We thank you for your continued support and we look forward to sharing this journey with you.

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