RSA Middle East and NLGIC to rebrand as Liva
COMMERCIAL NEWS
Royal & Sun Alliance Insurance (Middle East) (RSA Midde East) and National Life & General Insurance Company SAOG (NLGIC) have come together to form a new brand – Liva – with the aim of revolutionising the insurance landscape.
These two dynamic and award-winning companies started their integration journey in July 2022 with an ambition to build the region’s leading multi-line insurer that delivers value to its customers while generating sustainable and profitable earnings for its shareholders. Liva aims to deliver on this mission.
The rebranding will apply to companies within the NLGIC Group, including NLGIC, RSA Middle East, and Al Ahlia Insurance Co SAOC in the UAE, Oman, Saudi Arabia, Bahrain, and Kuwait. In the coming weeks, the products, branches, and offices of all four companies will undergo a rebranding exercise to embrace Liva’s new visual identity, dominated by vibrant orange and white.
Redefining insurance
Commenting on the new brand, Martin Rueegg, Group CEO of NLGIC Group (to rebrand as Liva), said: “Liva 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.”
He added: “‘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.”
Services to all customers will continue as normal, and all existing policies with RSA Middle East and NLGIC will remain unchanged. Existing contracts and agreements with suppliers, business partners, brokers, intermediaries, and service providers will continue to be honored as before.
NLGIC specialises in health and life insurance products, being a market leader in Oman and playing a significant role as one of the major insurers in the UAE. Its expansion is gaining momentum in new markets, such as Kuwait and soon Qatar, facilitated by its wide network of sales and service touchpoints.-- TradeArabia News Service
