A new era of trust for Union Assurance

From a platform of care to a platform of trust, Union Assurance has transformed its image in the insurance sector with a new look, a new brand promise and a new logo. Union Assurance Chief  Executive Officer Dirk Pereira who explained that though the brand has changed, the core values of the insurer remains strong.

“We have a fresh brand promise that was created to deliver an unparalleled level of trust,” he explained, “Trust is the most important factor in our business because at the end of the day, insurance is a long term agreement and the consumer looks for a trusted partner to work with.”

The new brand symbolizes this value proposition by combining a warm orange and a firm grey in an unbreakable link of energy and strength. “We are building on the trust that we have acquired in over two decades of business in the insurance sector,” Pereira  explained, “And we are now geared to build on that success.” He added that the entire company with a workforce of 2800 empowering 50 branches across the island, was aligned to embrace this new opportunity. “We have the backing of our shareholders and as a team we are aligned for this change. Our internal processes are also aligned to deliver this new promise.”

Dirk Pereira - CEO

The process of re branding the iconic Union Assurance image however, came after extensive research. General Manager Marketing & Distribution Rukman Weeraratne explained, “We at Union Assurance kept our ear to the ground and felt the heartbeat of the consumer clearly. We know what they are looking for and we have equipped ourselves to service their needs.”

“In Union Assurance, we have two lines of business. Our extensive internal and external research showed that in general insurance, the people primarily look for convenience, while in the life insurance sector, they look for transparency. We combine the values of transparency and convenience with respectfulness from the corporate level.” He added that by convenience, it meant that the customer wanted policies that can be bought and claimed easily, along with those that were easy to understand. For life insurance, transparency was key with customers needing the assurance that what they saw is what they got. Clarity is vital in life insurance, he explained as it was a long term agreement with the firm so the customer needed to know what he would end up with clearly, in the end. “Along with a respectful approach for all parties including our customers and shareholders, the three values within the core value of trust is what makes our new promise powerful and relevant.”

The new brand look combines sunshine orange which represents energy, joy and happiness with gray, which denotes a concrete colour of strength and stability. “The logo is also easy and flexible to the eye with no rough edges,” he pointed out, “It reflects us as a company. We are easy to deal with and flexible.” The new brand also comes with a new logo. “Trust in your tomorrow, today.”

As a composite insurance company, dealing in both life and general insurance business, Union Assurance operates across all segments of the insurance market.  The company carries a comprehensive portfolio of services across fields such as marine, fire and motor insurance, as well as medical insurance, personal accident and other liability covers. While 2009 may have been a challenging one for many corporate firms, Union Assurance emerged with a successful year behind them. The company was endorsed as the Best Insurer in 2009 after winning the coveted National Business Excellence award and has been consistently winning the trust and the confidence of the people in Sri Lanka.