Royal & Sun Alliance Insurance Middle East (RSA Middle East) and National Life & General Insurance Company SAOG (NLGIC) have announced their coming together as a new brand – Liva.
The rebrand follows the integration of the two insurance companies that took place in July, last year.
Oman-based NLGIC specialises in health and life insurance products, while RSA provides general insurance solutions. The integration of these two companies’ portfolios under the new brand, Liva, aims to solidify its standing as a multi-line insurer.
The new brand, Liva, aims to build on the existing strong brand equity of RSA Middle East and NLGIC to diversify its offering and expand its reach.
Commenting on the new brand, Martin Rueegg, Group CEO of Liva (previously NLGIC Group), said: “I am thrilled to announce the birth of our new brand – Liva. It builds on the legacy of NLGIC and RSA Middle East to redefine insurance for today’s realities.
“Liva is not just the combination of two well-established insurance players. We are the evolution, the next generation of insurance, enhancing the lives of a multi-faceted and globally connected community.”
The new brand aims to reinforces the company’s purpose – instilling confidence in people to live the lives they want, well prepared for the unexpected.
He adds: “‘Liva’ means ‘protection’ or ‘life’, symbolising exactly what we provide to our customers – protection for their lives so they can live them to the fullest.
”We’ve leveraged our complementary strengths to create a strong brand identity that will serve as a springboard for us to realise our growth ambitions.”
As a part of the rebrand, Liva will also receive a new visual identity in the form of a logo.
The rebranding will apply to companies within the NLGIC Group, which include NLGIC, RSA Middle East, and Al Ahlia Insurance Co. , in five countries: UAE, Oman, Saudi Arabia, Bahrain, and Kuwait.
The entire process will take place over four weeks where the products, branches, and offices of all four companies will undergo the change.
The company also announced that while branding goes under a change, the services to all customers will continue as normal, and all existing policies with RSA Middle East and NLGIC will remain unchanged.
