Protective Life Corporation Introduces New Brand Identity, Showcases Commitment as Protectors - Insurance News | InsuranceNewsNet

InsuranceNewsNet — Your Industry. One Source.™

Sign in
  • Subscribe
  • About
  • Advertise
  • Contact
Home
Topics
    • Advisor News
    • Annuity Index
    • Annuity News
    • Companies
    • Earnings
    • Fiduciary
    • From the Field: Expert Insights
    • Health/Employee Benefits
    • Insurance & Financial Fraud
    • INN Magazine
    • Insiders Only
    • Life Insurance News
    • Newswires
    • Property and Casualty
    • Regulation News
    • Sponsored Articles
    • Washington Wire
    • Videos
    • ———
    • About
    • Advertise
    • Contact
    • Editorial Staff
    • Newsletters
  • Exclusives
  • NewsWires
  • Magazine
  • Newsletters
Sign in or register to be an INNsider.
  • AdvisorNews
  • Annuity News
  • Companies
  • Earnings
  • Fiduciary
  • Health/Employee Benefits
  • Insurance & Financial Fraud
  • INN Exclusives
  • INN Magazine
  • Insurtech
  • Life Insurance News
  • Newswires
  • Property and Casualty
  • Regulation News
  • Sponsored Articles
  • Video
  • Washington Wire
  • Life Insurance
  • Annuities
  • Advisor
  • Health/Benefits
  • Property & Casualty
  • Insurtech
  • About
  • Advertise
  • Contact
  • Editorial Staff

Get Social

  • Facebook
  • X
  • LinkedIn
Press Releases
 All Press Releases     Submit Press Release

Protective Life Corporation Introduces New Brand Identity, Showcases Commitment as Protectors

Growth-aligned brand strategy reflects the Company’s aspiration to become America’s most protective insurance company 

Sept. 8, 2021 (Birmingham, Ala.) – Today Protective Life Corporation (Protective), a wholly owned U.S. subsidiary of Dai-ichi Life Holdings, Inc. (TSE:8750), announces a new brand identity that exemplifies the Company’s 114-year commitment of putting people first, delivering on promises and striving to do more for its customers, business partners, employees and communities.

The new brand leverages the potential of Protective’s name and amplifies its purpose – “because we’re all protectors” – and allows its many audiences to see themselves as part of the Protective story.

“At our core, there is a protector in each of us. At Protective, we have always believed in helping more people achieve a level of protection that makes a real impact on their lives,” said Rich Bielen, Protective President and Chief Executive Officer. “We’ve been putting people first for more than a century – that will never change. The Protective brand needed to evolve to capitalize on our strengths, amplify who we are today and inspire our future. Our branding positions us as protectors and reflects our unwavering commitment to stand by your side.”

The new Protective brand highlights the Company’s dedication to its customers. Refined values, a new story and a bold visual identity uniquely reflect Protective’s distinct purpose and conviction in helping more people attain a sense of security throughout their lives. The new logo and expressive color differentiate the Protective brand story, showcasing its commitment to being by each customer’s side.

“Protective’s new brand will drive further growth by helping us better connect with employees, customers, partners and the community through a people-centric lens,” said Bielen. “Protective has embraced change and thrived through many challenges during its history. Over the past year, we have demonstrated our protective spirit through adaptability, resilience and ingenuity, and we have come together like never before. We knew this was the right time to build on our strengths in a way that would accelerate our momentum for the next 100 years and ultimately empower more people to become protectors.”

In the past three years alone, Protective has experienced 41% customer growth and 48% revenue increase, a testament to the company’s solid financial foundation, innovative workforce strategy, solution-driven customer approach and community investment. During the pandemic, Protective’s virtual workforce plans accelerated, allowing the Company to quickly shift teams and resources to meet customer needs by driving technology adoption and processing increased claims during a critical time. This rapid growth and evolution presented the need to craft a brand that would further accelerate momentum.

Protective partnered with Lippincott, a world-class global creative consultancy, to reimagine Protective’s identity. Through engaging with employees, customers and partners, Protective found its values, heart and integrity deeply resonated with its audiences. Protective leveraged these insights in developing the new brand to amplify its purpose, build on core values and clarify the signature ways the Company delivers on its promises as protectors.

Over the next year, the Company will introduce an updated visual identity that’s distinctly Protective and a voice that forges a stronger connection to its purpose. The new logo will be featured on each of the Company’s core site offices in Birmingham, Ala., Cincinnati and St. Louis, and Protective Stadium in Downtown Birmingham.

To explore Protective’s new identity, visit protective.com. The learn more about Protective’s commitment as protectors, watch this video. Follow the conversation on LinkedIn, Facebook, Twitter and Instagram.

###

About Protective Life Corporation

Founded in 1907, Protective Life Corporation (Protective) is on a mission to help more people achieve protection and security in their lives. Across its life insurance, annuity and asset protection solutions, the Company helps more than 12 million people protect what matters most. Protective’s more than 3,500 employees put people first and deliver on the Company’s promises to customers, partners, colleagues and communities – because we’re all protectors. With a long-term focus, financial stability and commitment to doing the right thing, Protective, a wholly owned subsidiary of Dai-ichi Life Holdings, Inc. (TSE:8750), has grown to over $127B in assets as of Dec. 31, 2020. Protective is headquartered in Birmingham, Ala., and supported by its robust virtual workforce and core sites in Cincinnati and St. Louis. For more information about Protective, please visit www.protective.com.

Media Contact
Brittnie Bordonaro
[email protected]
(o)205.268.8611
(c)256.339.8303

Advisor News

  • New tax break for auto loans could save some buyers thousands of dollars. But will it boost sales?
  • Sunny beaches and bright ideas: 2025 MDRT Annual Meeting recap
  • Tariffs upend Q3 economic outlook
  • Americans prep for possible recession
  • New US Remittance Tax for Caribbean residents
More Advisor News

Annuity News

  • Integrity hires Said Taiym from Lockton as company’s first COO
  • Nassau Financial Group Launches Innovative, Growth-Focused FIA: Nassau Athos Annuity
  • Demand for annuities: What’s driving it and what’s next
  • MetLife Declares Third Quarter 2025 Common Stock Dividend
  • CT insurance commissioner to court: loosen moratorium on PHL Variable
More Annuity News

Health/Employee Benefits News

  • NY faces billions in lost federal funding for Medicaid, food assistance
  • Why Washington faces huge fallout from the Medicaid cuts in Trump’s megabill
  • Medicaid work requirement coming to NC; more than 48,000 could be affected in Triad region
  • New Hampshire residents pay less for health insurance than any other state. Enjoy it while you can.
  • Let's call it what it is — the billionaire’s dream bill
More Health/Employee Benefits News

Life Insurance News

  • AM Best Assigns Credit Ratings to Ceres Life Insurance Company
  • Group 1001 Insurance Appoints Michael Bloom as Chief Legal Officer
  • The Nassau Companies of New York Announces Upsize and Pricing of $425 Million Senior Notes Offering
  • More Americans expect to leave an inheritance; fewer expect to receive one
  • Foresters Financial introduces new participating whole life insurance
Sponsor
More Life Insurance News

- Presented By -

Top Read Stories

  • St. Louis-area patients in limbo as BJC, Cigna extend negotiations through July
  • The Nassau Companies of New York Announces Offering of $400 Million Senior Notes
  • SCOTUS ruling on nationwide injunctions could have lasting implications
  • Demand for annuities: What’s driving it and what’s next
  • Industry groups praise tax reform provisions in ‘Big Beautiful Bill’
More Top Read Stories >

NEWS INSIDE

  • Companies
  • Earnings
  • Economic News
  • INN Magazine
  • Insurtech News
  • Newswires Feed
  • Regulation News
  • Washington Wire
  • Videos

FEATURED OFFERS

2025 LIMRA Annual Conference
Gather with top executives, where bold strategies ignite inspiration.

Increase sales up to 30% with INN Academy
Master sales strategies from industry legends. Flexible learning, immediate results. Don't miss out—save up to 50%!

Press Releases

  • Senior Market Sales® (SMS) Acquires MIC Insurance Services
  • Giardini Medicare, a Social Media Education Powerhouse, Joins Senior Market Sales®
  • Royal Neighbors of America® Launches New Single Premium Whole Life Product
  • RFP #T01625
  • TAG Advisors Adds New Specialty Markets Leader Carmine LaCognata
More Press Releases > Add Your Press Release >

How to Write For InsuranceNewsNet

Find out how you can submit content for publishing on our website.
View Guidelines

Topics

  • Advisor News
  • Annuity Index
  • Annuity News
  • Companies
  • Earnings
  • Fiduciary
  • From the Field: Expert Insights
  • Health/Employee Benefits
  • Insurance & Financial Fraud
  • INN Magazine
  • Insiders Only
  • Life Insurance News
  • Newswires
  • Property and Casualty
  • Regulation News
  • Sponsored Articles
  • Washington Wire
  • Videos
  • ———
  • About
  • Advertise
  • Contact
  • Editorial Staff
  • Newsletters

Top Sections

  • AdvisorNews
  • Annuity News
  • Health/Employee Benefits News
  • InsuranceNewsNet Magazine
  • Life Insurance News
  • Property and Casualty News
  • Washington Wire

Our Company

  • About
  • Advertise
  • Contact
  • Meet our Editorial Staff
  • Magazine Subscription
  • Write for INN

Sign up for our FREE e-Newsletter!

Get breaking news, exclusive stories, and money- making insights straight into your inbox.

select Newsletter Options
Facebook Linkedin Twitter
© 2025 InsuranceNewsNet.com, Inc. All rights reserved.
  • Terms & Conditions
  • Privacy Policy
  • InsuranceNewsNet Magazine

Sign in with your Insider Pro Account

Not registered? Become an Insider Pro.
Insurance News | InsuranceNewsNet