Custodian Investment Plc has strengthened its leadership bench with the appointment of Toluwalase Bakare as Head of Corporate Communications, bringing on board a communications strategist whose career has been shaped by a strong belief in purposeful storytelling, stakeholder trust, brand visibility and measurable business growth.

The appointment signals Custodian’s continued focus on strengthening its corporate reputation, deepening stakeholder engagement and amplifying its voice across Nigeria’s increasingly competitive financial services landscape.

At the same time, it places a seasoned communications professional at the centre of the group’s next phase of growth as it advances its ambitions across insurance, pensions, asset management, real estate and trusteeship.

For Bakare, however, the new role represents more than a career progression. Rather, it offers another opportunity to champion principles he has consistently advocated throughout his professional journey, which is, building credibility through thought leadership.

It also includes creating meaningful audience connections through digital engagement, nurturing communities around shared interests, embracing compelling content formats and ensuring that communications efforts translate into tangible business outcomes.

Announcing his appointment, Bakare expressed enthusiasm about joining an organisation with a strong indigenous heritage and a clear vision for the future.

According to him, Custodian’s commitment to innovation, digital transformation and customer value creation presents an exciting platform to shape narratives that reflect both the company’s ambitions and its growing relevance within Nigeria’s financial ecosystem.

“I’m excited to take on this role as the organisation builds on its strong legacy as a leading indigenous company and advances a purpose built financial ecosystem across insurance, pensions, real estate, asset management and trusteeship. Equally inspiring is its ongoing digitisation drive and commitment to innovation in delivering value to customers and stakeholders,” he stated.

He further noted that he looks forward to contributing to the company’s next chapter of growth while helping to craft compelling narratives that align with its long term vision.

Long before his latest appointment, Bakare had established himself as a passionate advocate for strategic visibility as a critical driver of business success.

Throughout his career, he has maintained that organisations must move beyond traditional promotional tactics and instead invest in initiatives that build trust, strengthen reputation and foster lasting stakeholder relationships.

Central to that philosophy is thought leadership, which he regards as one of the most effective ways organisations can demonstrate expertise, earn credibility and position themselves as authoritative voices within their industries. In his view, businesses that consistently share knowledge, participate in meaningful conversations and educate their audiences often create stronger connections with customers, investors and partners.

Equally, he has repeatedly emphasised the growing influence of digital platforms in shaping modern brand perception. As consumer attention continues to shift online, Bakare believes organisations must maintain an active and strategic presence across relevant channels, using data, creativity and audience insights to drive engagement and sustain relevance.

Furthermore, he has highlighted the importance of community building, particularly through interactive platforms that encourage dialogue rather than one way communication. According to his communications philosophy, brands achieve greater influence when they create spaces where audiences feel heard, valued and connected to a larger purpose.

Additionally, Bakare has consistently championed the power of visual storytelling. He maintains that video content, authentic brand experiences and behind the scenes narratives often resonate more deeply with audiences because they humanise organisations and make complex messages easier to understand.

Just as importantly, he advocates for a results driven approach to influencer partnerships and brand collaborations. Rather than focusing solely on visibility metrics, he encourages organisations to prioritise measurable outcomes that support business objectives and deliver real value.

Those beliefs have been shaped by a career spanning public relations, corporate affairs, digital communications and stakeholder management across multiple sectors.

Before joining Custodian, Bakare served as Communications Manager at CHI Limited, where he led integrated communication initiatives designed to strengthen employee engagement, enhance corporate reputation and foster stronger stakeholder relationships.

During his tenure, he coordinated internal and external communication strategies, managed media relations, supported executive visibility programmes and helped drive corporate storytelling efforts across the organisation.

Earlier, he led brand strategy and communications activities at Tranter IT and its subsidiaries, where he developed integrated marketing campaigns, strengthened brand positioning and expanded the organisations’ visibility across the technology ecosystem.

He also served as Senior Public Relations Manager at Stephanie John & Associates, providing strategic counsel to a diverse portfolio of clients that included major organisations across banking, consumer goods and manufacturing sectors.

There, he managed reputation building initiatives, secured high profile media placements and developed communication strategies that supported business growth.

Beyond his corporate responsibilities, Bakare is the Founder and Editor in Chief of Spectra Africa, a digital media platform focused on technology, business, governance and lifestyle reporting across Nigeria and the wider African market.

Academically, he combines communications expertise with business leadership training, holding a Master of Business Administration from Nexford University and a Master’s degree in Strategic Communication and Marketing Communications from Ahmadu Bello University. He has also completed professional certifications in stakeholder relations, media management and corporate sustainability.

As Custodian continues to strengthen its position within Nigeria’s financial services sector, Bakare’s appointment brings together strategic communications expertise, digital acumen and a deep understanding of stakeholder engagement.

Consequently, industry observers expect his experience across corporate communications, public affairs, reputation management and brand strategy to play an important role in shaping how the organisation tells its story, engages its audiences and advances its growth ambitions in the years ahead.