Union Assurance re-branding:

Built on platform of care

We conducted extensive research both internally and with existing and potential customers to identify what they expect from their insurance partner.

The idea for re-branding was driven from the research findings. The Union Assurance brand was built on a platform of care for over 20 years, Union Assurance PLC, CEO, Dirk Pereira said.

Union Assurance CEO, Dirk Pereira. Picture by Saliya Rupasinghe

Q: What are the re-branding standards that you adapted for your company?

A: The re-branding was based on extensive research. We have also used a variety of external experts combined with our internal staff from across the organization in the re-branding exercise.

Q: What are the benefits the company will get by re-branding?

A: We are confident that the re-branding is in line with what the customer expects from an insurance company.

And also it is aligned with what we, as Union Assurance team can deliver. In this sense the brand aligns our internal and external stakeholders. This in turn will help us to exploit the emerging opportunities in the insurance industry.

Q: What was the company's growth last year?

A: The life business grew by 11 percent, which is expected to be ahead of the industry growth rate. Our general business also recorded a marginal growth even during the difficult market conditions.

Q: What are the facilities your customers might get with the re-branding?

A: We will deliver the "trust" that is articulated in the new brand by delivering high levels of convenience to our general insurance customers, and being transparent in our dealings with life insurance customers. These factors are already available to both customer segments through the products and services we offer.

In future, we will ensure that these factors are delivered in a consistent manner and future investments into product development and service enhancements will be aligned with this brand promise.

Q: What are the challenges you faced in the industry?

A: The lack of awareness of the importance of life insurance and price competition in general insurance are two of the main challenges.

Q: What are your future plans?

A: Union Assurance hopes to capitalize on the new opportunities that are available in the new year. Our brand, people and processes are aligned to achieve this objective.

Q: What is your advice to young people who wish to climb the corporate ladder?

A: In today's competitive environment, you would need to have a good combination of academic and professional qualifications combined with hands on business experience.

Q: What is your philosophy in life?

A: To do things to the best of my ability, and never stop learning. Also to enjoy what you do, both in your professional career and in your personal life.

Q: How do you spend your leisure?

A: Love to read and spend time with family and friends. HP