ARL Company Profile_Booklet

African
Rainbow
Life

Live the Legacy

Life | Retirement | Savings | Funeral

Each moment that we act in favour of our future, we are
living our individual legacy.

OUR VISION

We recognise that our customers can create strong personal balance sheets but they need us to
partner with them on this journey. We do not want our customers to have a transactional relationship
with us but rather to build long term connections that create value for all parties/stakeholders.

OUR VALUES

Innovation: Commitment: Financial Inclusion:
Easy solutions that Being there for Transparency -
demonstrate our ensures certainty
promise to service our clients & our and trust with our
excellence in an Communities to Products & services
entrepreneurial culture support them during
good times and bad

COMPANY ETHOS AND ATTRIBUTES

Each customer must feel valued, have peace of mind and a positive experience at all
African Rainbow Life interactions. Our company culture of Empathy, Excellence
and Authenticity instilled by our values must be evident throughout our organisation
This manifests in:

- Customer communication that is simple and easy to understand
- Enabling solutions for customers to be in control of their finances.
- Confidence that African Rainbow Life will deliver on its promises.

We want our customers to experience our humanity whether they interact with
us digitally or face to face

OUR PARTNERS AND SHAREHOLDING

We were formed with the backing of three shareholders - our partners are Siyakhula
Management (inclusive of a broad-based Trust), African Rainbow Capital, and Sanlam.
Shareholding is as follows:

23% SIYAKHULA MANAGEMENT

Founders 9% MNG Trust 6% Staff Trust 4% Community Trust 4%

26% ARC

51% SANLAM

Why are Sanlam and ARC our partners?

We want to co-create a truly South African financial services partnership.

We have the opportunity to take advantage of and leverage our partners’ insights, experience
and financial strength whilst building a new ethos in financial services.

WHY AFRICAN RAINBOW LIFE?

1. We care about the customers
2. Our business delivers an integrated financial services solutions
3. We have understanding of the needs of the market
4. A cost conscious culture ensures tangible value is passed onto the customer.
5. We leverage key partnerships- to enhance our CVP

R

Strong shareholders to Our business delivers an We provide value by Group Products
protect customers integrated financial maintaining low costs and
services solutions -- We provide Funeral
user-friendly IT Parlours and friendly
-- Funeral offering: societies with cost
-- Savings, Investment and o Tech enabled with a human effective group funeral and
touch associated benefits.
Retirement products
-- Life, accidental death, -- All advisers will have a
tablet that gives them a
physical impairment, technological advantage:
dreaded disease cover

Live the Legacy

THE AFRICAN RAINBOW LIFE
CUSTOMER

We want to partner with our customers so that we educate them about the
choices available in financial services. This will enable discernment when it comes to
choosing the financial solution suited to their specific needs.

Our customers are low to middle income earners; and may be interacting with
financial products and services in an unequal relationship. They need advice, and
cost effective solutions in order to plan and build financial confidence for themselves
and the next generation.

Thembi is a 35-year-old teacher from Mthata. Thando, a 23-year-old graduate originally
She is a single mother and has 2 children. She from Pietermaritzburg, now living in Gauteng.
earns R18 000 per month, and supports her He is single, and earns R22 000 per month. He
family and her parents/ extended family. still supports his parents. He has the potential
to increase his earnings exponentially over the
Her dreams are focused around her children, next 5 – 10 years.
and she fears uncertainty. She values a person
who would guide her on achieving her goals. He has dreams of buying property, a car and
in future, getting married. He values success
and recognition of his success and prefers to
interact digitally.

“ In many communities,
the perception of the insurance industry
is that we only provide funeral insurance and do not have holistic financial offerings
”to address their fundamental needs.

Pain points our customers are facing:

ºº limited access to financial services ºº fewer savings products marketed to
ºº overexposure to funeral products them the belief that financial services
ºº insufficient life cover being sold to
are complex
them
ºº difficult financial terminology, jargon

Our response to this perception is to educate the communities we serve - so that our
customers, are offered a basket of financial solutions with which to create generational
wealth.

Live the Legacy

Digitally Enabled

Selling Digitally
• Our multi-channel approach will include websites and Apps, and will work along side as

well as independent of face to face advice.  
• In the case where there is an advisor linked to a particular customer, all policy changes will

trigger a notification to the advisor to follow-up with the respective customer ensuring -
digital always compliments guided human interactions.

Our advisors will educate
our customers, and
ensure a proper financial
needs analysis is done to
address our customer’s
financial needs.

The adviser will: • assist customers to plan for unforeseen
events such as dread disease, disability,
• provide specialist advice to customers on and death
how to manage their finances. This involves
helping the customer understand • simplify and demystify insurance and
their current financial situation financial planning as a whole
• assist with identifying the gaps in
financial planning

Our Retail Sales Strategy

ºº Light physical infrastructure to house an experienced team of
financial advisors

ºº Advisors will be supported by cutting edge technology
to provide seamless customer service and reduce overly
administrative processes

ºº Face to face and technology enabled points of client service
will complement branch structure. This will enable us to build
trust and serve as a point of relationship for the customer

ºº Direct distribution will also be available via our online channels,
this multi-channel approach will include websites and Apps

We set parameters on where our advisors can sell and service. This
allows us to monitor, follow up on sales and verify that the proper
processes were followed.

Each product has been carefully designed to cater to all your life stages
from life cover, saving for your future, as well as retirement and dignified
funeral - we’ll support on your journey

Siyakhula Retire (RA) Siyakhula Invest

Retirement annuity that will An investment fund that plans
maintain your comfortable for the future and rewards
standard of living financial patience

Serenity Premium Life Cover

Funeral cover to ensure a dignified Life cover provides so that
farewell to your loved ones your family is able to pay off all
outstanding debts and day to day
living continues easily.

“We provide Funeral Parlours and
friendly societies with cost effective
”group funeral and associated benefits.

Group Benefits

• Group Life
• Group Funeral
• Group Disability/Dread

Our exco team is comprised of mothers, fathers, sisters, brothers
who are qualified in their individual capacity but lead and
manage the business with as much heart as logic.

The combination of work & play interactions coupled with
consummate professionalism makes for a well-rounded
executive leadership and company culture.

OUR INSURANCE
CARD

“African Rainbow Life will

issue an Insurance Card.

Because Insurance products are intangible until a claim
event. Our Insurance Card, leaves the customer with a

”tangible reminder of the sale and how to contact us.

African Rainbow Life Limited is a licensed financial services provider (FSP: 49802)

1 Sturdee Avenue,
Rosebank,

Johannesburg

 010 880 5005

African
Rainbow
Life

www.africanrainbowlife.co.za

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