Notwithstanding some incredible challenges along the way, I think the fact that the business is still growing 32 years later — with many of the people who started this journey with me still by my side, is a wonderful story.

Jack Halfon is the founder and CEO of Atlas Finance.
Atlas was established in response to a significant need within the South African market. At the time, many economically active South Africans remained excluded from the formal credit system and had little alternative but to rely on unregulated lenders offering loans at excessive rates.
Jack recognised the need for a more responsible alternative – one built on affordability, transparency, professionalism and respect. The first Atlas Finance branch opened in Eloff Street in the Johannesburg CBD in 1994, offering credit to employed South Africans who had little access to formal credit elsewhere.

Today, 32 years later, through its brick-and-mortar footprint of 320 branches, an online digital platform, and a contact centre service, Atlas Finance offers a range of accessible financial services designed around the changing needs of its clients.

These include:

• Short-term personal loans: Loans ranging from R500 to R20,000, with repayment periods of between one and nine months.
• Insurance related products
• Cross-border money transfers: Affordable transfers that enable clients to send financial support to family members in neighbouring countries.
• Debt-review clearance assistance: Support for qualifying consumers to update their credit status once they have met the relevant requirements.
  
  

Trust has been fundamental to the company’s success. Atlas Finance is committed to responsible lending and aims to ensure that every client interaction takes place in a professional, confidential and respectful environment.

As the company’s leader Jack has always had ambitious and sometimes aggressive targets, which he believes could only have been achieved through his exceptional management and dedicated staff.

He has successfully steered the business through the challenges of changes in regulation, legislation, and COVID.

As a leader, Jack deeply values happiness and encourages laughter in his workplace. He believes that achieving aggressive goals, and having fun are not mutually exclusive, and he prioritises a culture in his business where his staff are as happy to come to work as he is, while simultaneously succeeding in reaching their targets.

As a business leader, I believe that many of society’s ills could be erased by more South African families having the dignity of employment. I see incredible opportunities within South Africa in terms of both employment and financial inclusion.

We are proud to be part of the formal credit industry which, in itself stimulates the economy. Our vision is a more inclusive financial landscape in which fewer people are forced into unregulated or exploitative lending. we aim to continue helping to build an economy where working people can manage everyday needs and seize personal opportunities without compromising their long-term stability.

Our short-term goal is to continue growing to 400 branches, and beyond that, while also improving our digital platforms, making our services easier to access.

We see Atlas Finance as a trusted partner that unlocks opportunity in the moment it is needed — whether that is school fees, bereavements, home improvements or cross-border family support. While staying true to our family values, we aim to combine the strength of our physical branch network with ongoing innovation, so that clients experience both personal service and modern convenience.

The biproduct of such a vision is, of course an increase in employment within the areas that we have a presence, and the positive economic knock-on effects of that on local communities.

Every one of our staff members is incentivised to perform and reach their targets. With the significant growth of the business and the ambitious targets we’ve set, three years ago we introduced a special rewards programme to recognise our top achievers at every level — from junior branch staff to managers across our different divisions.

Over the past three years, on top of their usual incentives, we’ve given away more than R2 million in cash prizes at a special awards ceremony. At the same ceremonies, we’ve also given away 12 cars – something that for many of our staff has been truly life-changing. Never mind inspiring others, these staff inspire me!

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