African Bank has secured the 57th position in the Brand Finance South Africa 100 ranking for 2025. This marks the first time the bank has been included on this prestigious list, an achievement made even more significant as the bank celebrates its 50th anniversary.
Brand Finance, the world’s leading independent brand valuation consultancy, assesses brands based on their value and strength. The annual South Africa 100 report ranks the most valuable local brands, considering financial performance, customer perception and overall brand impact. African Bank’s impressive debut is based on its sustained growth and strategic evolution.
As one of only twelve banking brands in the ranking, contributing to a total sector brand value of R168.7 billion, African Bank stands out as a rising force in the industry.
Reflecting on this milestone, Sbusiso Kumalo, African Bank Group Chief Marketing Officer, attributed the brand’s success to its transformation journey and commitment to empowering customers: “For African Bank, the defining moment in our brand journey was the adoption of our Excelerate 25 strategy in 2021. It served as a bridge between our heritage and the bank we aspired to be. It allowed our people, both customers and employees, to rediscover African Bank’s founding purpose and repositioned us as a trusted financial partner. Through this approach, we have accelerated our growth and significantly expanded our service offerings, as seen in our strategic acquisitions and mergers of Ubank, Grindrod Bank and key business units from Sasfin Bank.”
African Bank’s brand value growth is fuelled by its focus on strategic partnerships and financial inclusion. The bank’s expanding the core strategy has been instrumental in diversifying its product suite and extending its impact across different market segments.
The strength of African Bank’s brand lies in its unique origin story: “Ours is a story quite unlike any other financial institution. We were established to empower those relegated to the sidelines of the economic playing field. This unique reason being lies at the heart of everything we do. Because of the history of South Africa, our brand story has resonance. It also has authenticity, because many of the problems that existed in the time of our establishment, 50 years ago, still remain. We back those people who were traditionally overlooked by more mainstream financial institutions, not because of trending issues or the need to cater to new customer segments, but because that is what we were built to do.”
In addition to its financial services expansion, African Bank is deeply invested in sustainability and social impact. The bank has championed initiatives such as financial literacy programmes, small business support and educational development in underserved communities. Environmentally, African Bank has made strides in reducing its carbon footprint through energy efficiency projects and the adoption of green technologies.
“African Bank’s sustainability is inextricably linked to the well-being of our customers and communities. Our sustainability strategy is built around economic, social and environmental objectives, ensuring that we create long-term value while being a responsible corporate citizen.”
Jeremy Sampson, Chairman of Brand Finance Africa, commented on the significance of strong brands in South Africa’s economic landscape: “Brand Finance has been producing rankings globally for over thirty years and in South Africa since 2013. Arguably the main drivers of growth of a country are its top brands. Brands that are sought after create jobs, make a profit, pay taxes, create demand, become valuable assets and act as ambassadors for the nation. Something to be celebrated, supported and nurtured.”
African Bank’s recognition in the Brand Finance South Africa 100 ranking is a defining moment in its journey, signalling a new era of growth and trust. As the bank looks ahead, it remains committed to its vision of being a ‘bank for the people, by the people, serving the people,’ while continuing to innovate and expand its footprint