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How young is too young to start thinking about retirement?

Press release -

How young is too young to start thinking about retirement?

Johannesburg, 11 May 2022 — According to National Treasury, South Africans generally need more awareness of investments and savings in general. Luckily, you’re never too young to start investing in your future, or too old to change the way you think about your retirement, as the 11-year-old star of a new Discovery Invest campaign helps us see.

“When people don’t save enough for retirement, and make large income withdrawals in retirement, it doesn’t just affect them personally, but also their legacy and the wider economy, ” explains Kenny Rabson, CEO of Discovery Invest.

“This is why our focus is on empowering people to make better financial decisions, because it has the ability to affect their own and their family’s lives – potentially for generations to come.”

Through a series of advertisements, Discovery Invest and 11-year-old Dali, are encouraging people to “Make More Grown-up Decisions About Your Investments”. The aim is to raise awareness of important financial decisions with a focus on creating generational wealth, budgeting for extended longevity in retirement, and diversifying through offshore investing.

“No one is more honest than a child. At the heart of Dali’s clever and humourous quips are important messages about how we, as South Africans, can tackle the country’s poor saving culture – one decision at a time. When enough people save and invest adequately, they have the collective potential to change the development course of the country by providing an investment pool that funds economic growth,” Rabson adds.

Motivation for the campaign

In South Africa, many working people carry the double financial burden of providing for both their parents and their own children. Household savings average just above 2%1 of GDP per annum, most of which is contractual savings for retirement funds. This makes it incredibly difficult to invest enough to create wealth – especially when people want to invest offshore.

Until recently, the cost, paperwork and minimum amounts required to invest globally meant that only elite investors could access investment opportunities outside of South Africa. Technological advances have now levelled the playing field, giving people the opportunity to create wealth for themselves and to leave a legacy of financial freedom to the next generation.

How shared value can solve these problems

Chief Marketing Officer, Firoze Bhorat, says “At Discovery, we have seen that by rewarding positive savings behaviour, people can change. Our aim is to build a nation of wealth creators who won’t just retire well themselves, but will also enable future generations to do the same. In the context of saving for retirement, offshore investing is also a compelling proposition to add extra diversification to an investment portfolio.”

“By incentivising responsible financial behaviours and healthy lifestyles through incentives like boosts to investments, and admin fee discounts and refunds, Discovery Invest encourages its clients to invest more and remain invested for longer. Discovery Invest therefore earns fees for longer, resulting in greater funds, which generates surplus profits. These profits are then shared with clients through rewards; and society also benefits through a stronger savings culture and less reliance on the state. This ultimately leads to wealthier clients, who can then reinvest locally or globally and perpetuate a healthier cycle,” Bhorat says.


Notes to Editors

1 National Treasury

2 Discovery Invest’s new marketing campaign includes three 30-second advertisements that encourage people to start saving early for retirement and to invest offshore, and four 15-second advertisements.



Discovery information

About Discovery

Discovery Limited is a South African-founded financial services organisation that operates in the healthcare, life insurance, short-term insurance, savings and investment, and wellness markets. Since inception in 1992, Discovery has been guided by a clear core purpose – to make people healthier and to enhance and protect their lives. This has manifested in its globally recognised Vitality Shared-value Insurance model, active in over 35 markets with over 20 million members. The model is exported and scaled through the Global Vitality Network, an alliance of some of the largest insurers across key markets, including Asia-Pacific, Europe, North America and South America.

In 2021, Vitality Health International (VHI) introduced shared-value health insurance to employer groups operating in Ghana, Kenya, Nigeria, Democratic Republic of Congo (DRC) and Zambia, as well as Travel for Treatment service to the rest of Africa.

Discovery trades on the Johannesburg Securities Exchange as DSY. Discovery Group is the holding company of Vitality Group in the USA and of Vitality UK.

Press contacts

Felicity Hudson

Felicity Hudson

Press contact Head of Reputation Management Discovery Group 0115294514
Nthabiseng Chapeshamano

Nthabiseng Chapeshamano

Press contact Senior Reputation Manager Healthcare, Long & Short Term Insurance, and Sustainability
Munene Khoza

Munene Khoza

Press contact Senior Reputation Manager Vitality & Sponsorships
Zeenat Moorad

Zeenat Moorad

Press contact Senior Reputation Manager Banking & Investments

Shanti Aboobaker

Press contact Reputation Manager Long and short term insurance
Karishma Jivan

Karishma Jivan

Press contact Reputation Consultant Healthcare & Sustainability
Sesona Ngqakamba

Sesona Ngqakamba

Press contact Reputation Management Consultant Vitality & Sponsorships | Banking