Ahead of the forthcoming merger of MLC Life and Resolution Life Australasia to form Acenda, the company has launched a nationwide campaign to promote the new brand.
Jane McGovern, Acenda’s Chief Customer and Strategy Officer, said: “We have undertaken research to find out what resonates with Australians.
“Acenda symbolises new beginnings, ascension and progress, while maintaining the trust of a brand that has more than 135 years of pedigree and heritage.”
She said the Acenda brand is more than just a new name and a tagline.
“It’s about creating a brand that supports our organisation’s bold growth ambitions and reignites a very traditional category to sit up and pay attention.”
The brand change is being backed by an advertising campaign that McGovern said will encourage Australians to “live life with confidence, knowing they are protected by a strong and trusted company”.
Acenda was recently named Best Overall Winner – Best Rebrand at the 2025 Brandie Awards, hosted by Intelligence Bank.
