Protective Life Corporation (Protective), a wholly-owned U.S. subsidiary of Dai-ichi Life Holdings, Inc. has introduced its new brand identity and has recently put its big sign on the northside of the RiverCenter Towers heralding their move from Cincinnati to downtown Covington.
Protective aspires to recruit and retain top talent through a new, dynamic workplace. All of its regional employees are now officially back in the office. As part of its signature people-first culture, employees have access to amenities including an on-site fitness center, in-building parking, on-site restaurants, and access to the new riverwalk.
The company raised its minimum wage to 141% of the federal rate.
It helps its customers with life insurance, retirement planning, financial management and planning.
Its new brand identity 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 — and more.
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.
The company has locations in Birmingham, Ala., St. Louis, and now Covington.