Leading with purpose

The Ask Afrika Brand Index^© is more than just a benchmark it’s a leadership conversation. This benchmark is designed to uncover how customers perceive and experience their banks, emphasising how brands can strengthen relationships by doing more than merely delivering on their promises. It adopts the premise that brands lead with purpose. This means that significant synergy and integration is required between brand, marketing, and customer experience (CX) strategies, ensuring they align with the brand’s core purpose and respond to societal needs, not just customer demands.

This comprehensive benchmark is based on 3,850 interviews with banking customers, with results independently audited to ensure accuracy and reliability. This comprehensive approach highlights the necessary integration between brand, marketing, and CX strategies.

The winners of the Ask Afrika Brand Index^© are those who have demonstrated exceptional leadership and purpose-driven strategies, effectively integrating brand, marketing, and CX efforts to build trust, connection, and societal impact.

They are the brands that not only keep their promises but also embody their core values and positively influence the world around them.

Winner overall

Sarina de Beer, Director of Global Product Development at Ask Afrika.; Firoze Bharat Chief Marketing Officer; Discovery Ltd Jo-Anne Hendricks General Manager Head of Marketing Discovery Bank

2nd overall

Sarina de Beer, Director of Global Product Development at Ask Afrika; and Unathi Boniwe Head of Marketing Investec Private Banking

3rd overall

Sarina de Beer, Director of Global Product Development at Ask Afrika; and Chantal Storbeck Head: Customer Value Proposition & Research at African Bank