AFM of South-Africa

Name

AFM of South-Africa

Legal name

Apostolic Faith Mission of South Africa

Website

https://afm-ags.org

Company type

Private

Founded year

1908

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Centurion

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tithes and Offerings: Members contribute tithes and offerings as part of their religious practice. The AFM encourages members to tithe, evidenced by AFM Tithing Envelopes sold through the online shop.
2. Publication and Merchandise Sales: The AFM operates an online shop selling publications (books about John G. Lake, The Fire Falls in Africa), church supplies (tithing envelopes, receipt books, cashbooks, membership certificates), and branded merchandise (AFM golf t-shirts).
3. AFM Welfare Donations: AFM Welfare collects donations from members (minimum R1 per month campaign) to support vulnerable people including children, women, persons with disabilities and older persons.
4. Event Tickets: The AFM sells tickets to conferences including the GBM & Ablaze National Conference at R400 per ticket.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

AFM of South Africa operates as a Pentecostal Christian denomination delivering worship services, spiritual formation, and community fellowship through approximately 1,800 local assemblies across South Africa. It runs a full theological education pipeline (AFM Theological College with Ministry Integrated Learning and Pastors Continuous Development programs), social welfare services through AFM Welfare (child protection, elderly care, retirement villages), annual conferences, an online shop selling branded publications and church supplies, and trilingual publications. Founded in 1908, it serves 1.4 million members domestically and operates in 28-29 countries internationally via AFM International.

Product overview

The AFM of South Africa operates as a Pentecostal church organization offering a portfolio of interconnected spiritual, educational, and administrative services. The core offerings include worship services across approximately 1,800 assemblies, theological education through the AFM Theological College (AFMTC) with its Ministry Integrated Learning (MIL) and Pastors Continuous Development (PCD) programs, and social welfare through AFM Welfare. Additional services include an online shop for branded merchandise and publications, downloadable application forms for church administration, and regional ministry networks. The organization functions through national, regional, and local assembly structures governed by elected office bearers.

Differentiator

Problem solved

Functional benefit

Products and services

• Local Assembly Worship Services

Quantifiable outcome

• 1.4 million members in SA (5th largest religious grouping)
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• AFM InternationalcoreStrategic or Co-development PartnerAFM International connects international AFM churches worldwide. From South Africa, the AFM grew into many countries on the African continent within the first 50 years. Today it has grown to Asia, Australia, Europe, North America and South America. These international churches are linked through AFM International which equips leaders and promotes fellowship and networking between member-churches.
• Assemblies of God in AustraliaminorStrategic or Co-development PartnerWhen the AFM adopted its new constitution in 2000, it looked to the Assemblies of God in Australia model as a reference for restructuring its governance.
• AFM Theological Colleges (International)minorStrategic or Co-development PartnerTheological training colleges established in Kenya, Lesotho, Malawi, Mozambique, Rwanda and Zimbabwe as part of international AFM expansion. Some countries also involved with social development projects.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Anglican Church of Southern Africa: Established historic denomination covering South Africa, Mozambique, Angola, Namibia, Lesotho, Eswatini and St Helena. Comparable by multi-country Southern African footprint, diocesan governance, theological training, and welfare/social ministry activity.
• Baptist Union of Southern Africa: Large established Protestant denomination active across Southern Africa. Comparable as a member-funded, congregationally-governed religious organization of national scale competing for the same Christian demographic.
• Methodist Church of Southern Africa: One of the oldest and largest established mainline Protestant denominations in Southern Africa. Comparable by national footprint, multi-country presence, theological training infrastructure, and welfare programmes.
• Dutch Reformed Church (NGK): Largest Afrikaans Protestant denomination historically dominant among the same cultural base that supplies many AFM members. Comparable as a large, member-funded South African church organization facing similar generational and demographic pressures.

Emerging players

• All Nations International Ministries: Fast-growing South African Pentecostal movement. Comparable as a competing Pentecostal congregation competing for the same pool of South African believers, particularly younger urban demographics.

Direct peers

• Assemblies of God (USA / International): Global Pentecostal denomination to which AFM is structurally linked (AFM modeled its 2000 constitution on the Assemblies of God in Australia variant). Closest international peer by theology, governance model, and missionary structure.
• Church of the Nazarene (Africa Region): Global holiness/Pentecostal-adjacent denomination with established presence across Africa. Comparable as an internationally structured, theologically credentialed denomination operating theological training colleges across the continent.
• Zion Christian Church (ZCC): Largest Pentecostal/African Instituted Church in South Africa, headquartered at Moria in Limpopo. Most directly comparable peer by scale, geography, and Pentecostal/charismatic orientation — and the principal domestic competitor for members.
• Foursquare Church International: Global Pentecostal denomination with presence in South Africa. Comparable by theology, congregational governance, missionary focus, and global footprint spanning multiple continents including Africa.
• Rhema Bible Church (Ray McCauley): Major South African charismatic/Pentecostal church based in Randburg, Johannesburg. Comparable as a competing Pentecostal brand in the same urban South African market, with a stronger prosperity-gospel appeal to younger members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCQGMdHDlhXzYp47nlP_NDlQ
• Facebookfacebook.com/AFMOFSA
• Instagraminstagram.com/afmofsa
• TikToktiktok.com/@theafmofsa
• LinkedInlinkedin.com/company/afm-of-south-africa

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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Frequently asked questions about AFM of South-Africa