Acenda, a major player in Australia’s life insurance industry, has introduced its new brand platform, “Take Life On,” as the company completes a significant phase of its transformation.
The platform is being rolled out nationally through various advertising and digital channels, representing a strategic step in Acenda’s efforts to strengthen its presence in the market.
The launch comes ahead of the forthcoming merger of MLC Life Insurance and Resolution Life Australasia, a move that was first announced in December 2024.
The combined entity, which will operate under the Acenda name, is positioned to serve around 2 million customers and offer a broad suite of life insurance and retirement products.
Jane McGovern, chief customer and strategy officer at Acenda, said the new campaign is the result of extensive research into consumer attitudes.
“We have undertaken research to find out what resonates with Australians. Acenda symbolises new beginnings, ascension, and progress, while maintaining the trust of a brand that has more than 135 years of pedigree and heritage,” she said.
She added that the rebrand is intended to support the company’s growth strategy and to bring renewed attention to a traditional sector.
“Our rebrand to Acenda is about more than just a new name and a tagline. It’s about creating a brand that supports our organisation’s bold growth ambitions and reignites a very traditional category to sit up and pay attention,” McGovern said.
The formation of Acenda is the result of Nippon Life Insurance Company’s acquisition of Resolution Life Australasia and the remaining stake in MLC Life Insurance from National Australia Bank.
The transaction is expected to be finalised in the latter half of 2025, pending regulatory approval.
The merger brings together MLC Life Insurance’s experience in claims and health initiatives with Resolution Life’s digital and retirement product capabilities.
The combined scale is expected to improve operational efficiency and maintain competitiveness in the evolving insurance landscape.
Nippon Life president Hiroshi Shimizu said the merger aligns with the company’s strategy for the region.
“This merger demonstrates our commitment to delivering innovative products, exceptional service, and leading customer experiences in the Australian life insurance market,” he said.
He also noted that the mutual company structure, focused on customer interests, will remain a core feature of Acenda’s operations.
“As we combine to serve around 2 million customers, we believe our customer-oriented approach will continue to deliver on the trust Australians have placed in us to protect them and their families, and deliver on our promise to be there when they need us,” Shimizu said.
Acenda Group recently announced several leadership appointments as part of the integration process.
Chris de Bruin has been named as the incoming group chief executive officer, with his tenure to begin upon completion of the merger. He will work alongside chair-designate Craig Dunn and a board of independent non-executive directors.
Additionally, Yvonne Le Bas has been appointed as group chief financial officer, and Karen Malzard as group chief risk officer. Both appointments will take effect once the merger is finalised and regulatory approvals are secured.
