Banner Life Updates Visual Identity in Effort to Modernize Life Insurance Appeal

The Banner Life Insurance Co. and William Penn Life Insurance Co. of New York, known together as the Banner Life family of companies and formerly known as Legal & General Americas, unveiled on Tuesday new visual branding intended to modernize the appeal of its term life insurance and pension risk transfer products.

The rebrand follows Banner Life’s acquisition by the Meiji Yasuda Group in February.

The Banner Life companies rank as the third-largest term life insurer in the U.S. and have produced double-digit new premium growth over the last three years, according to the announcement. Its pension risk transfer business has written more than $14 billion in premiums across 130 transactions since 2015.

Banner Life’s new brand slogan, “Here for the Better,” is intended to emphasize the firm’s mission to simplify life insurance purchase experiences, improve service, and use data and analytics to deliver faster, more accurate decisions, according to the group’s announcement.

“The new brand reflects our renewed vision of keeping our partners and customers at the center of everything we do, as well as our aspirations for the future,” said Mark Holweger, Banner Life’s president and CEO, in a statement. “We’re driven to continually innovate to deliver a better, faster and easier insurance experience that ultimately leads to protection of more families and helps close the life insurance gap.”