Singlife with Aviva now officially rebranded to Singlife

With effect from 1 January 2023, the company formally incorporated and known as Singlife with Aviva, will be known as Singlife.

According to the company, the change will help cement the company as a Singapore-grown company and build its brand as one born in Singapore with regional ambitions. All policies and financial advisers will remain unchanged, with the exception of procedural and legal references to the updated brand name and logo in the future.

Briefly explaining its logo as the main touchpoint for the company, Singlife says its logo is made up of two elements - the Singlife burst and the Singlife wordmark. Meanwhile in June last year, the company named Mediacorp artiste, Pierre Png, as its brand ambassador.

Png fronted the first brand campaign for Singlife, following the merger of Singlife and Aviva Singapore at the start of the year.  

Singlife’s first brand campaign "The Jugglers", is a year-long movement to highlight what financial freedom means to individuals. Png’s image will feature prominently in the campaign to raise awareness about how anyone can live out their best life on their own terms if they take control of their finances with the right tools. 

Png made his ambassadorial debut during Singlife’s sustainability programme launch on 22 June, where he planted trees at Bishan-Ang Mo Kio Park. Singlife pledged to plant 300 trees a year for the next five years, in support of the National Parks Board’s OneMillionTrees initiative.

Last year the brand also unveiled its multi-year brand campaign to bring to life its purpose, to enable customers to achieve “a better way to financial freedom”. The campaign was integrated across multiple touchpoints and will be launched on traditional, out-of-home (OOH), digital, social and online platforms.

The assets will project positivity and fun, in the spirit that insurance and financial planning doesn’t have to be, and shouldn’t be, a chore. Through the campaign, the company aims to establish itself as a Singapore headquartered, tech-empowered company, helping consumers gain control of their financial wellbeing at every stage of their lives. 

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