This week has seemingly been the week to change your company’s name what with Facebook changing its name to Meta. More on that here.

Another firm changing its name is Iemas Financial Services Co-operative Limited which, if we’re honest, was too much of a mouthful.

As of today, the firm will be known as iMasFinance Co-operative Limited or simply iMasFinance. The firm will still be offering its financial wellness solutions within workplaces through training, advisory services, personal loans and vehicle finance.

The new name is meant to highlight the firm’s push into digital capabilities that it will be implementing over the next 12 to 18 months. The subsidiary, Iemas Insurance Brokers, will also have a new trading-as name but that name hasn’t been revealed just year.

“The rebranding strategy reflects the Co-operative’s purpose which is to both empower (and protect) members to live financially well while creating shared value. The nature of our Co-operative is to share annual profits with our customers – who immediately become members and part owners in the business. Our refreshed iMasFinance brand strives to get closer to our members through digital solutions and fulfil their financial needs. We will also continue to empower them with financial health while creating the kind of shared value proposition that is relevant for the African market,” explains Banie van Vollenhoven, group chief executive for iMasFinance.

Along with the new name iMasFinance has a new website that you can browse through here.

“Our brand drives Value Reimagined, representing our undertakings to build value for our customers. This is the golden thread that will be carried through all aspects of our business and our stakeholders can look forward to enhanced customer journeys experiences,” concludes van Vollenhoven.