R/GA Singapore named Brand Innovation Partner in next phase of Aviva Singapore + Singlife merger

R/GA Singapore has been appointmented as brand innovation partner to Aviva Singlife Holdings Pte Ltd (Aviva Singlife Holdings), as part of the next chapter of the combined entity.

R/GA will work to evolve the company’s active purpose and value proposition, as well as to integrate the best of the Aviva Singapore and Singlife brands and develop a new way forward.

The appointment of R/GA follows the news in September 2020 of home-grown insurer Singlife and Aviva Singapore’s planned merger. The deal, valued at $3.2 billion, is one of the largest in the Southeast Asian insurance sector and the largest in Singapore. At present, Aviva Singlife Holdings holds the Singlife and Aviva Singapore legal entities, both of which will combine as Aviva Singlife Pte Ltd. (“Aviva Singlife”) later this year.

Aviva Singapore currently insures about 1.5 million customers and manages roughly S$13.5 billion in assets. The insurance company is also one of the biggest providers of employee benefits and healthcare, including protecting Singapore Armed Forces servicemen since 1983, as well as being the appointed provider for the Ministry of Home Affairs and Public Officers Group Insurance Scheme (POGIS).

Singlife is Singapore’s homegrown insurer with a vision to unlock the potential of money for everyone. The insurtech company builds a connected financial experience for its customers by leveraging smart technologies to make insurance digital and mobile-first. Previously known as Singapore Life, R/GA helped the company evolve from its origins as a digital life insurer to actively helping Singaporeans manage, grow and protect their money through a direct-to-consumer, mobile-first approach.

Singlife first partnered with R/GA Singapore in 2019 to launch its new brand strategy, look and name – Singlife. As Singlife continued to scale as one of the region’s fastest-growing insurtech companies, R/GA worked closely with Singlife’s C-suite to define its value proposition and brand architecture, culminating in the company’s new purpose of “reshaping finance to unlock the potential of money for everyone”. R/GA also created a design system centering around the new logo, abbreviated brand name and tagline.

“Aviva Singapore and Singlife are combining the best of tech with sound financial advice to create unique offerings for Singapore and Southeast Asia. This requires us to build a homegrown regional brand that brings the best of both the Aviva Singapore and Singlife identities together. With R/GA as a partner once again, we look forward to creating a new proposition that will earn the trust of both current and new customers who choose to walk with us on their financial journey,” said Theresa Pragasam-Sidhu, Head of Brand Marketing, Singlife.

“Aviva Singapore has been a brand well-embedded in the fabric of the country, trusted by millions of Singaporeans for protecting their health and wealth. Our new chapter will continue to drive this legacy forward with a brand that is truly purposed for journeying with our customers and bringing them a better quality of life,“ said Yvonne Yeo, Head of Brand & Marketing, Aviva Singapore.

Dorothy Peng (pictured), Managing Director of R/GA Singapore, said: “In order to future-proof and drive long-term growth for businesses, brands need to ensure their active purpose informs everything they say and do. Being able to do that for Singlife when they first rebranded from Singapore Life, to the merger now with Aviva Singapore, is an extremely exciting opportunity that is in perfect alignment with our expertise.”

The new direction for the Aviva Singlife brand is slated to launch in 2021.