Liberty Life Zambia marks 10th anniversary with Strategic Standard Bank rebranding
“In It With You” to “A Member of Standard Bank Group”
Pensions and Insurance Authority (PIA) Registrar, Mrs. Namakau Mtini (left), Managing Director Liberty Life Insurance Zambia - Mrs Chilufya Ngoi Nyirenda (second left), Liberty Life Insurance Zambia (LLIZ) Board Chair Elijah Chulu (second right) and Gustav Jenkins serves as the Chief Executive of Liberty Africa Insurance (covering Asset Management and Insurance across the Africa Regions. - Picture by Ndumba Stephen Kapele.
By Hellen Bwalya
Liberty Life Insurance Zambia Limited celebrated its 10th anniversary of operations on Wednesday, May 20, 2026, by officially unveiling a strategic brand repositioning that closely aligns the company with the Standard Bank Group.
The landmark stakeholder engagement and broker appreciation event, held at the Intercontinental Hotel on Lusaka’s Haile Selassie Avenue, marked the transition of the company’s brand identity from “In It With You” to “A Member of Standard Bank Group”.
This integration provides Liberty Life Zambia with direct access to the world-class resources, technology, robust governance frameworks, and expanded financial capacity of one of Africa’s most well-capitalized financial institutions.
The celebration culminated in a formal brand and logo unveiling, alongside a ceremonial cake cutting, led by key leadership figures including Pensions and Insurance Authority (PIA) Registrar and CEO Mrs. Namakau Mundia Ntini, Liberty Life Zambia Managing Director Ms. Chilufya Ngoi Nyirenda, Insurance Asset Management CE Gustav Jenkins, and Board Chairman Elijah Chulu.
During the event, Mrs. Ntini commended Liberty Life Zambia for its decade of service and its contributions toward boosting public confidence and innovation within the local insurance market.
The Registrar highlighted highly encouraging data from the recently released FinScope Survey, which revealed that insurance uptake in Zambia has experienced a positive upward trajectory, rising significantly from 6.3% in 2020 to 10.4% in 2025.
Mrs. Ntini noted that while the overall penetration rate remains modest, this growth reflects a strengthening foundation for deeper financial inclusion driven by the collective efforts of industry players.
Looking forward, Mrs. Ntini challenged the institution to deepen its roots over the next decade by designing sustainable, responsive products tailored specifically for previously uninsured citizens in rural parts of Zambia, while maintaining a strict regulatory focus on consumer protection and market integrity.
Reaffirming the company’s long-term commitment to the country, Ms. Nyirenda expressed profound gratitude to Zambian policyholders, partners, and brokers, describing brokers as the essential bridge connecting the firm’s financial protection solutions to the public.
Ms. Nyirenda emphasized that the rebrand goes far beyond a visual design change, serving instead as a bold statement of resilience, stability, and enhanced claims-paying capacity designed to offer maximum security to clients.
Moving into its next chapter, Liberty Life Zambia intends to focus heavily on its core strengths of life insurance, protection, and corporate employee wellbeing solutions, alongside continued investments in community financial literacy through its free Financial Fitness Academy. Company leaders and the regulator jointly pledged to maintain collaborative partnerships to broaden coverage, uphold high service standards, and ensure insurance becomes a primary pillar of financial planning across the nation. – Rainbow Newspaper Zambia Limited (RNZL).
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