MMI holdings finalises brand strategy, capitalising on existing brand strengths

MMI Holdings, CEO, Nicolaas Kruger

MMI Holdings has announced its branding strategy. The newly established group has decided to retain and apply its existing client-facing brands, Metropolitan and Momentum, in the six operating divisions. This means that MMI willcapitalise and continue to build on the strengths and existing market positioning of the two complementary brands in their respective markets.

The group has emphasised that the MMI Holdings brand will not be a client-facing brand but will maintain exclusive shareholder focus by successfully optimising the synergies and operational efficiencies between the Metropolitan and Momentum-branded divisions.

‘The MMI brand will support the common values of the MMI group that will act as the “glue” between the operating divisions, provide a sense of unity and create an awareness of the greater whole for employees,’ says group CEO Nicolaas Kruger.

Divisions will represent either Metropolitan or Momentum as lead brands within each of the six operating divisions, to ensure that focus at the customer level is on the client-facing brands. The recommended lead brands were determined by the existing core competencies and intellectual assets of the brands as they relate to the strategy of the specific division. Some divisions will use both the Metropolitan and Momentum brands in distinctive focus areas within that division, as dictated by the business case, although one of these brands is recommended as the lead brand within each operating division.

Metropolitan will be the lead brand for the following divisions:

1. Metropolitan Retail will retain its focus on the low and middle income retail market.

2. Metropolitan International will include all businesses in the rest of Africa. Co-branding may be used to accommodate in-country partners, for example UBA Metropolitan in Nigeria, while the portfolio of brands in Namibia (Swabou, Metropolitan, and Momentum) would be regarded as an exception.

3. The Metropolitan Health Group (MHG) will become Metropolitan Health. Metropolitan Health’s risk management business (Qualsa) will be rebranded as Metropolitan Health Risk Management. The Momentum brand will be used in the open scheme segment of the Metropolitan Health division.

Momentum will be the lead brand for the following divisions:

1. Momentum Retail will retain its focus on the middle to upper income retail market.

2. Momentum Investments will include all investment-related activities. The new combined businesses in the investments division will all trade under an appropriate Momentum brand to be approved by the relevant regulators. The branding of Metropolitan Property Services and the Advantage multi-manager business will be retained subject to a further strategic review.

3. Momentum Employee Benefits will use Momentum as its lead brand, given the dominance of corporate clients (large or SMME) in the division. Metropolitan Retirement Administrators (MRA) will be housed as a separate business within Momentum Employee Benefits, given the administrative efficiencies associated with the Metropolitan brand.

Kruger says, ‘The brand strategy is a major leap forward in the integration process. MMI would like to take this opportunity to thank its customers and staff for their continued support during the integration period’.