From March 2026, the company will be known as Otto1890; a nod to founder Otto Pollak and the year he joined the Johannesburg Stock Exchange.
Seemingly entering a new era, Sasfin Holdings is repositioning its business around two focused pillars: Otto1890, its newly rebranded investment management arm, and Sunlyn, its equipment finance division.
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More than just heritage
At the heart of this evolution is the launch of Otto1890, a brand that blends heritage with forward-looking investment expertise. The name pays tribute to the firm’s origins, tracing back to a stockbroking business established in 1890 on the JSE, while positioning the unit as a modern, independent investment manager.
But this rebrand is about far more than heritage. It reflects a business that has evolved, clarified its focus, and is finally showing up with a name that matches reality. In other words, Otto1890 isn’t a logo change, it’s a strategy in motion.
For years, Sasfin Wealth carried the label “wealth management.” Safe, familiar, but vague. As the company transitioned away from banking and repositioned itself as an investment specialist, the old name no longer fit. Otto1890 signals precision, scale, and intent.
A strategic reset before the rebrand
The rebrand follows a wider business reset.
Following its delisting from the JSE at the end of 2024 and the wind-down of most of its banking operations, the Sasfin Group has undergone a significant strategic reset. The company has now completed its exit from banking and is relinquishing its banking licence, emerging as a fully investment-focused holding company.
This structural clarity allowed Sasfin Wealth to define itself as a standalone investment specialist, managing over R100 billion in assets and offering global investment solutions. The business is now sharper, more focused, and better positioned to deliver sustainable value to clients and stakeholders.
Why Otto1890 Works
CEO Erol Zeki explains: “Wealth no longer describes what we do. We are an integrated global investment specialist, enabling our clients to achieve their investment objectives.”
The name Otto1890 accomplishes something many brands fail to do: it reflects heritage and expertise, while also signalling a forward-looking investment identity. It’s deliberate. It’s clear. And it sets the tone for the business’s next chapter.
Focus Over Familiarity
Most rebrands fail because companies cling to familiarity. They avoid letting go of old names and broad categories. Sasfin didn’t.
By dropping the “wealth” label and embracing Otto1890, the business has chosen focus over comfort. In today’s competitive financial services market, that specificity matters. Investment-focused branding isn’t just marketing, it’s also about credibility.
The Pat on Brands Takeaway
The Sasfin rebrand shows what happens when a company aligns its brand with strategy:
Stop hiding behind vague labels.
Let the business’s identity guide the brand.
Focus on what the company truly delivers.
Otto1890 isn’t a trend-driven name. It’s a reflection of clarity, scale, and expertise. In financial services, where trust is currency, that kind of disciplined branding is rare and powerful.
