Saham Assurance officially becomes Sanlam

Saham Assurance changes its name and becomes Sanlam. The company thus joins the 20 Group subsidiaries that have changed their name in 2021, in 13 countries on the African continent. Sanlam Morocco thus displays its membership of a large secular group, the undisputed African leader in non-banking financial services and the leading insurance group in Africa.

This change of name and visual identity reflects Sanlam’s strategic vision: to establish a unique and strong African brand across all the countries in which the Group is present.

“This name change will allow us to deploy a unified brand on a continental scale in Morocco, backed by the recognition of our partners and customers as well as the capital of trust built up over more than a century. It is also a question for us of taking advantage of the Group’s synergies as well as the coherence of the discourse and communication of Sanlam”, explains Yahia Chraibi, Managing Director of Sanlam Morocco.

Present in 33 African countries, Sanlam also intends to consolidate its leadership in several key markets which are at the heart of its strategy in Africa, starting with Morocco. The Group thus aims to be part of the front runners, by positioning itself among the top 3 insurance companies in the world. Live with confidence The deployment of the Sanlam brand in Morocco is also an opportunity for the group to affirm its positioning, as expressed by its signature: Live with confidence.

“This institutional signature indeed embodies the promise of a customer-oriented Group through proactive and positive action that offers an optimistic and inspiring perspective, providing support, trust and reliability to the customer”, explains the management. To mark this rebranding, the group is deploying a large-scale communication campaign on the national media, on social networks and on billboards. The creative concept is based on an original and modern choreography that goes around all Moroccan regions.


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