Transamerica launches refreshed branding

The rebranding signals the company's focus on its next phase of development

Transamerica launches refreshed branding

Life & Health

By Josh Recamara

Transamerica has launched a “refreshed” brand identity to mark its 120th anniversary and signal the company’s focus on its next phase of development.

The updated logo and visual identity aim to represent different life stages and the company’s role in supporting individuals through those transitions. The company said the new logo highlights the pinnacle of the Transamerica Pyramid, a symbol associated with strength and achievement.

“Transamerica is executing a growth strategy to build America’s leading middle-market life insurance and retirement company, including the nearly 68 million middle-income households that have been relatively overlooked by the financial services industry,” said Will Fuller, president and chief executive of Transamerica. “Our brand transformation mirrors our commitment to the broad scope of customers we serve.”

There are notable gaps in the insurance and retirement sectors. According to LIMRA’s Insurance Barometer Study, 42% of American adults need, or need more, life insurance. Meanwhile, research from the Transamerica Institute indicates that only one in five individuals in the middle class feel confident in their ability to retire fully or maintain a comfortable lifestyle in retirement.

Transamerica’s recent initiatives have, the company claims, started yielding results in engaging younger demographics. The average age of new life insurance policyholders ranges from the mid- to late-30s.

“Every individual deserves the chance to live their best life,” said Maurice Perkins, chief corporate affairs officer at Transamerica. “The needs of our customers have evolved, and so has our approach to meeting those needs. Our dedication to providing everyday Americans with access to leading financial protection products, tools and education remains unwavering.”

Transamerica provides life insurance, retirement and investment solutions to more than 10 million Americans. The rebranding reflects the company’s commitment to supporting financial well-being across a broad customer base while aligning with the company’s growth objectives, the company said.

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