Asteron has rebranded as Asteron Life, unveiling a new logo and website to support the positioning.
The insurer says the new name is a tangible expression of its commitment to ‘living insurance’.
Speaking to advisers about the rebrand during Asteron’s ‘Partners Through Change’ roadshows earlier this year, Executive General Manager, Jordan Hawke, said the change reflected the company’s desire to celebrate life.
“Right now we’re embarking on one of our most important ever changes – and taking life insurance into new territory at the same time. We’re focusing on a positively different philosophy and attitude that encourages people to celebrate life – and to take out insurance with a company that understands just how much their life is worth,” Mr Hawke said.
“This industry does amazing things for Australian consumers, and I genuinely believe Asteron leads the way with positive optimism.
“We have taken this optimism and built it into our DNA,” he added.
Mr Hawke said the rebrand was a small but significant step forward in Asteron’s ongoing commitment to be a risk specialist aligned to independent financial advisers.
The brand will be rolled out progressively over the coming months.
