AS Roma manager Jose Mourinho has agreed to become Sanlam’s brand ambassador in its latest advert aimed at empowering millions of Africans to "Live with Confidence”.

The continent’s largest non-banking financial services group, Sanlam has begun to put into practice with the launch of an inspirational team of Confidence Coaches.

Sydney Mbhele, the Chief Executive of Brand at Sanlam said the move is the first in a series of initiatives that aim to empower customers to live with the kind of financial confidence that makes a real and lasting difference.

"We believe confidence is the game changer that can greatly increase your chance of success. It unlocks possibility, motivates you to reach your full potential, and allows you to live your best life," Mbhele

"No matter where your starting point is, we’re committed to equipping you with the right tools, support and guidance to help you get from where you are to where you want to be,”  he added.

Sydney Mbhele, the Chief Executive of Brand at Sanlam.

Mbhele described having a great manager of Jose Mourinho’s calibre as the insurer’s brand manager on the new advert is an exciting statement  for everyone who knows what a lead coach and a star the former Manchester United, Chelsea and Real Madrid manager is.

"As an organisation operating in 45 countries in and outside the African continent, Jose’s broad appeal and personal connections with the continent makes him the perfect choice,” he said.

Through the new deal, fans will have the opportunity to connect with José for a one-on-one coaching session through the ‘Confidence Coach’ bot on Facebook Messenger to chat about goals, life plans and overcoming obstacles.

The ‘Confidence Coaches’  are a diverse mix of three well-known personalities and influential voices that will share personal insights and offer practical tips on how to live with confidence through a series of online conversations.

With the intention of connecting with Rwandans in the most engaging way possible, Sanlam has partnered with personalities that consumers will relate to and draw inspiration from.

The new brand ambassador will use the Confidence Rulebook to make notes and share a unique take away and reminder to customers.

"They are people who not only live confidently, but do so no matter the challenges life throws their way,” Mbhele said of Confidence Coaches.

Mourinho will be joined in the new advert by renowned radio presenter Sandrine Isheja Butera and musician Yvan Buravan.

Radio presenter Sandrine Isheja Butera becomes Confidence Coach.

Butera, who has grown her career as a radio presenter since 2008, has worked at several radio stations, becoming one of Rwanda’s favourite female personalities.

Known for her hardworking spirit and commitment to whatever she puts her mind into, Sandrine will be sharing more about her story across her social media channels to inspire the audience to live with confidence.

Musician Yvan Buravan becomes Confidence Coach.

Buravan, on the other side, established himself as one of Rwanda’s top artists whose talent in music has been speaking for him until he became the first Rwandan musician to win the Prix Decouvertes RFI which earned him an opportunity to do a series of music tours in France and different African countries.

Buravan rose from humble origins via sheer hard work and dedication. He is now regarded as one of the country's most admired and watched musicians. Followers will be able to join in the conversation on his social media channels as he provides lessons on how one of his main secrets to success has been living with confidence.

Mbhele said the campaign’s message is further reinforced in Sanlam’s new advert (which has just gone live across digital channels and on TV and through a series of Confidence Rules).

Specifically developed to support all Rwandans on their journey to financial confidence, these rules about life and finance offer an easy-to-follow, practical guide for consumers to apply in their daily lives from today.

"We wanted to keep it human, personal and authentic throughout,” says Mbhele adding,

"Rather than solely highlighting financial confidence, Sanlam has set out to inspire a better relationship with finances by first unpacking the significance of greater confidence in all aspects of life”

To this end, Sanlam’s Confidence Coaches aren’t financial experts, but rather real people with real stories and life lessons to share.

Drawing from their own experiences, each will talk about life in the context of circumstances and important decisions and all the conversations and platforms ultimately work towards the bigger goal and purpose of Sanlam’s campaign: to help more and more people live their best lives and feel equipped to navigate the challenges that may come their way through financial confidence.

To find out more and connect with the confidence Coaches, visit www.facebook.com/SanlamConfidenceCoach/ and through Sanlam’s Facebook, Instagram, and Twitter handles.