Young professionals are entering the workforce with more financial pressure and fewer safety nets than previous generations. For this cohort, financial wellbeing isn't just about earning it’s about safeguarding their progress, managing risks, and finding value in every financial decision.

With the average income for South Africans under 35 sitting at around R165 600 per year (just under R14 000 a month), the opportunity for long-term value creation often depends less on how much is earned and more on how that income is managed. That’s where glu’s Mutuality model and the power of Profit-Share comes to play, as it offers an effective and rare way to build long term financial freedom.

Launched in January 2025 within the PPS Group, glu is helping reshape how young professionals engage with insurance. Central to its value proposition is Mutuality: a model where members aren’t just policyholders, but stakeholders in the business. This is particularly relevant for younger clients who are often sceptical of traditional financial products and expect more transparent, values-driven returns.

“Insurance isn’t just about cover. It’s about dignity,” says Michele Jennings, Chief Executive of glu. “The implied understanding we have with our members is that we are their companion helping them through their financial journeys whilst adding tangible value to their lives because of our Mutuality-led value proposition.”

For brokers and advisers, the Mutuality model provides a new conversation starter, one that goes beyond protection and speaks to shared value and long-term return for their clients. It means:

• Premiums are contributed to a shared value pool, not just a claim reserve.
• When the business performs well, members share in the profits.
• Clients gain more than peace of mind - they gain access to value creation.

This model presents a shift from the traditional “grudge purchase” mindset and opens the door for more positive client engagement particularly with younger consumers seeking meaning and return with every transaction.

The urgency of building resilience in younger demographics can’t be overstated. A recent Standard Bank report found that 1 in 5 South Africans have R1 000 or less left before payday, and more than a quarter regularly use overdrafts. The 2024 Nedbank NedFinHealth Monitor highlighted that most South Africans don’t have emergency savings that would last even one week.

These eye-opening statistics bring light to the fact that South Africans need solutions that not only take care of the now but also future, which is why our way of doing financial services, the ubuntu way, helps us to deliver a game changing solution that advisers can provide to South Africans to build financial sustainability.

Advisers can introduce their clients to products supported by the Mutuality model, offering long-term benefit and shared success. They have an opportunity to offer more than protection, but real time value that goes beyond claims.

For brokers looking to differentiate themselves and build deeper client trust, this shift presents a unique opportunity, one that offers products that reward responsibility, reflect shared success, and turn monthly premiums into building a legacy.