The Empire Life Insurance Company has unveiled new corporate vision and mission statements, marking a brand refresh intended to reflect the company’s focus on customers, employees and its mission to support Canadians in navigating life.
The company’s new vision is to “be the industry leader for service excellence and innovation,” while its mission is to “provide expertise and intelligent solutions to help Canadians navigate life with confidence.”
The updated brand identity will be introduced across Empire Life’s channels in the coming weeks and months. Additional details can be found on the Empire Life’s website.
Mark Sylvia, president and chief executive of Empire Life Insurance, highlighted the significance of the brand refresh. “It’s our commitment to exceptional service and products, and a spirit of teamwork that makes our company unique and our refreshed vision and mission better reinforce why we do what we do – keeping the customer central to our brand promise,” Sylvia said.
He added that the updated brand aligns with the company’s recognition in the market as it celebrates 102 years of business.
“Empire Life’s focus is on three foundational brand pillars: intelligent solutions, renowned service, and a culture of integrity and care,” said Mike Stocks, vice president and chief marketing officer of Empire Life Insurance. “Everything we say and do as a company reinforces our new refreshed brand messaging.”
Stocks also said that the updated mission resonates with customers and employees, who take pride in delivering solutions and service to Canadian customers, small businesses and distribution partners.
Empire Life Insurance is a subsidiary of E-L Financial Corporation. Established in 1923, it provides individual and group life and health insurance, investment and retirement products. As of Sept. 30, 2024, the company had $19.6 billion in total assets under management.
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