A Brand New Name,
A Brand New Beginning.
Liva is the new brand identity of NLGIC Group, formed after the integration of RSA Middle East and NLGIC – with the ambition to become the region’s leading multi-line insurance combination of dynamic and award-winning companies with a shared vision and highly complementary capabilities.
‘Liva’ means ‘protection’ or ‘life’, symbolizing exactly what we provide to our customers – protection for their lives so they can live them to the fullest.
Legacy of insurance in the region
Liva Group comprises of six major companies:
With collective experience of over 80 years in the Middle East, Liva offers a broad suite of digitally enabled, customizable solutions across all lines of insurance, underpinned by exceptional service across a wide range of insurance solutions in Life, Health and Medical Insurance segments in personal and commercial lines.
The new brand reinforces our purpose to instill confidence in people to live the life they want, well prepared for the unexpected, by creating an ecosystem beyond insurance that has customers need at its core.
Liva has established operations across key GCC markets, including Sultanate of Oman, Kingdom of Saudi Arabia, the United Arab Emirates, State of Kuwait, and Kingdom of Bahrain, and will be soon operating in State of Qatar.
What does Liva represent?
Previously RSA and National Life and General Insurance Company (NLGIC), Liva represents the region’s leading multi-line insurance company that delivers superior value to its customers while generating sustainable and profitable earnings for its shareholders. Its purpose is to instill confidence in people to live the life they want, well prepared for the unexpected, by creating an ecosystem beyond insurance that has the customer at its core.
What does Liva mean?
Liva means ‘protection’ and ‘life’, symbolizing exactly what we provide to our customers – protection for their lives so they may live them to the fullest, because life’s good when you’re covered.
Why did you choose this name?
We wanted a name that is unique in the insurance industry, is international, simple, and transcends languages, and ties into our purpose of providing holistic protection for all aspects of people’s lives. Liva embodies who we are and what we stand for.
What does Liva’s visual identity look like?
Our visual identity is dominated by vibrant orange and white – colors that make us shine distinctly and brightly across the sea of insurance companies within the region. It symbolizes the confidence we instill in our customers and the pride we take in doing so. The V-shaped curve symbolizes more than just protection; it represents an entire ecosystem. Inside this curve lies the letter A, which embodies our customer-centric approach, placing the customer at the core of our business. Combined, this alignment reflects how we will achieve our purpose.
When will the old branding cease to exist?
We aim to start phasing out the old branding and adapting all marketing materials as well as our branches and offices with a new look and feel starting from the month of October. Due to external factors, some markets may complete the rebranding before others. We will keep you posted on any updates.
Our integration process began last year and we expect the entire process to be completed by end of September 2023, at which point, the old brands will be replaced with our new brand identity- “Liva”. This will be a phased approach, adhering to legal and regulatory requirements as well as the natural business evolution involved in operational integration.
Has the company legally changed its name as well?
We intend Liva to be our brand identity and we have initiated the process of changing the legal name to reflect the new brand name.
Will the rebranding have an impact on existing products and customer propositions?
All existing products will remain the same, however, upon renewal and for new policies purchased after the end of September 2023, the documents will be rebranded to Liva. We will continuously work on exploring new and innovative ways to expand our products and service offerings to include a full suite of health, personal, and commercial insurance products. as well as providing better customer experience in line with our purpose. You will continue to experience the same level of service delivery during this period.
How would you describe Liva’s offering in a nutshell?
Liva provides a holistic and multi-line portfolio of innovative, smart, and reliable insurance solutions that blend local knowledge with global expertise to safeguard all aspects of people’s lives.
How will the new brand affect our relationship?
All rebranded entities will adopt a unified customer-facing process. In addition, a new organizational structure will come into effect, and our IT domains, such as websites, social media channels, customer portals, and email addresses, will be renamed. You will be informed about the details in writing in due course.
Will the customer contact center number change?
Will there be any changes to my existing insurance policy?
No, your existing policy will remain unchanged for the time being.
My policy is up for renewal soon. Should I expect any changes?
Renewed policies as well as new policies purchased after the end of September will be issued under the new brand name Liva.
Will there be a change in the claims process?
The claims processes will remain the same.
As an existing customer, do I need to do anything from my end?
We will be sending a letter for your consent that upon renewal, your existing policies will be rebranded to Liva. In the meantime, sit back and enjoy the peace of mind that comes with being covered by Liva.
Which entities will be involved in the rebranding?
The rebranding will apply cross group companies starting with NLGIC and Al Ahlia in Oman, RSA Middle East in Bahrain and then RSA Middle East and NLGIC in the UAE.
Due to additional approvals from regulators, Al Alamiya in Saudi Arabia as well as NLGIC in Kuwait, Qatar and NSSPL in India will be rebranded at a later stage. The Inayah brand will stay the same but will get its own new logo.