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Transamerica has unveiled its rebrand strategy after 120 years in the insurance business.

The new logo and visual identity represents different life stages and how Transamerica can help people along the way.

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In addition, the rebrand focuses on the pinnacle of the Transamerica pyramid in the logo.

transamerica rebrand

“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, Transamerica’s president and CEO. “Our brand transformation mirrors our commitment to the broad scope of customers we serve.”

“Every individual deserves the chance to live their best life,” added 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.”

“This moment represents a significant evolution of our brand and underscores our commitment to serving the middle market and their needs,” continued Fuller. “Our team of dedicated professionals, along with the financial solutions they offer, empower people to make the most of what truly matters to them. This has been our mission for over a century, and today, with new tools, technology and education, we are embracing an important opportunity to help even more families achieve their financial goals.”

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