Chubb Group's 3 Insurance Companies to Integrate Brands as 'Lina' Next Month

Global financial company Chubb Group is consolidating the brands of its domestic affiliates, LINA Life Insurance, LINA One, and ACE Insurance, under the single brand ‘LINA.’

Chubb Group announced on the 30th that starting June 1, the three companies’ brands will be unified as LINA, presenting a unified image to customers through a shared mission and slogan.

The three LINA companies will focus on the essence of insurance, which is protecting customers from risks, under the mission of ‘Creating a world where people can live confidently at every moment.’ To achieve this, the unified LINA has proposed the joint slogan ‘Spotlight on YOU’ to focus more on the lives of each individual customer. ‘Spotlight on YOU’ means that LINA concentrates solely on you at every moment of life.

To support the brand integration, the corporate identity (CI) was also changed. The light image in the logo represents LINA’s commitment to becoming a new light that illuminates your life.

The integrated brand of the three LINA companies originated from the question, ‘How could insurance change if we fully understood our customers?’ It expresses the intention to shift from the supplier’s role of creating and selling standardized products to focusing on understanding each customer’s individual life and taking on the role of protecting the customer’s risks on their behalf. To this end, personalized products and insurance services currently in preparation will be introduced sequentially.

Senior Representative Jo Ji-eun said, “The core of this change is ultimately to focus on the customer and return to the essence. In a reality where everyone competes with the same products, please look forward to the new insurance ecosystem created by the unified LINA.”