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CFC Life insurance rebrands to Liberty Life

29 October 2014, 12:21 Mike Munga

Nairobi - CFC Life Insurance has re-branded itself to Liberty Life in order to provide clarity in brand communication and remove any extant confusion with legacy brands.

The move also aims to make the insurance align with the branding strategy for the rest of Liberty Group in Africa.

Speaking during a press conference in a Nairobi hotel Tuesday, Managing Director Abel Munda said the key pillar is to customise value through better products and innovations saying the re-branding has nothing to do with failure because the insurance is still strong.

"This is our 50th year and we are currently ranked position five with customer base of more than 50 000 and we could not have reached this far if we didn't have the strength," he said.

Read Also: Kenya to host int'l investment conference

He added that the development caps a presence in the Kenyan market that began in 2011 when Pan-African financial services group Liberty Holdings became a strategic investor in CFC Life and Heritage through the Nairobi Securities Exchange - listed Liberty Kenya Holdings Limited.

"This transition positions Liberty Life Kenya as a unique insurance services brand with its own identity, thus allowing us to focus on serving our customers from a clearly differentiated position as we seek to be among the top three life insurers in Kenya by 2020," he said.

Stuart Wenman, the South Africa CEO Liberty Africa, lauded the launch saying the market was integral to the firm's ambitions on the continent.

"This development marks the full integration of Liberty Life Kenya into our continental business. It creates a single platform for us across the continent for innovation and institutional support as we seek to deepen insurance penetration and a savings culture as a catalyst for overall socio- economic development," he said.

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