Old Mutual launches rewards drive to boost membership and engagement
The programme, accessible via a mobile digital platform, allows users to earn points by owning Old Mutual products, completing assessments, and referring others. These points can then be redeemed through various partner offerings. According to the company, the initiative is open to everyone, including non-customers, as part of a broader strategy to attract new clients. “We actually want those who are not yet customers to join, so we can introduce them to our products,” a representative explained during the session.
So far, the programme has recorded significant uptake, with approximately N$1 million worth of points redeemed through retail partner Foschini Group. A further N$1 million has been redeemed in airtime through MTC, highlighting strong engagement among users.
The initiative has also revealed notable trends in participation, with women making up 65% of registered members, compared to 35% male participation. Company representatives used the platform to encourage more men to sign up, joking that even if they do not use the points themselves, they could pass the benefits on to their partners.
Users can earn additional rewards through referrals, receiving bonus points for each new customer they bring onto the platform. The programme also features a tiered system, allowing members to increase their rewards based on the number of products they hold and their level of engagement.
Old Mutual has set an ambitious target of reaching 80,000 customers on the programme by 31 December 2026, with the media expected to play a key role in raising awareness.
The engagement also underscored the company’s commitment to maintaining strong relationships with the media, which it described as essential in communicating its offerings and driving participation in its initiatives.
