Unveils new brand identity
“This new identity reflects who we are and what we strive to become for the people of India, an enabler of possibilities. Alba embodies care and optimism, while our brand promise, Har Wada Mumkin Promises Made Possible, reflects our commitment to turn every promise into a possibility,” says Jude Gomes, Managing Director and CEO of the life insurance company.
The new logo features two unifying arcs, symbolising protection, underscoring the company’s purpose of supporting customers at every stage of life. Ageas Federal Life Insurance, one of India’s leading private life insurers, offers a diverse range of wealth management, protection, and retirement solutions to individual and corporate customers. The new colour palette enhances the brand’s identity. Orange represents the warmth and energy of sunrise, symbolising optimism, renewal, and progress. In contrast, violet signifies trust, wisdom, calmness, integrity, and strong values. Together, these colours convey a brand that is ready for the future, prepared for India, and open to new possibilities.
The brand now promises Har Wada Mumkin Promises Made Possible, which reflects the commitment of the company to turn every promise into a possibility. Sachin Tendulkar, cricket legend, is its brand ambassador.
Rooted in the 200-year global legacy of the Ageas Group and the century-old trust of Federal Bank, the new identity reflects the private life insurance company’s plan to simplify insurance, build deeper emotional connections and make financial protection more accessible across the nation.
The new brand was unveiled by Jude Gomes, Managing Director and CEO of Ageas Federal Life Insurance, in the presence of Sachin Tendulkar. “This new identity reflects who we are and what we strive to become for the people of India, an enabler of
possibilities. Alba embodies care and optimism, while our brand promise, Har Wada Mumkin Promises Made Possible, reflects our commitment to turn every promise into a possibility,” says Jude Gomes.
The identity emerges at a time when India’s life insurance industry is transforming, marked by increasing awareness of financial protection, rapid digital adoption, and growing demand from emerging customer segments, including MSMEs and young savers.
Ageas Federal is strengthening its distribution reach. The company ranks fourth in solvency among private life insurers with a robust solvency ratio of 270 per cent as of March 2025 and effectively second when excluding two newly incorporated insurers. The company achieved 13 per cent year-over-year growth in Individual APE for the period ended October 30, 2025, outperforming the industry’s expected growth of around 9.99 per cent. It also recorded a 100 per cent Individual claim settlement ratio for FY25, placing it in the top quartile and reaffirming its commitment to trust, empathy and service
excellence.
Ageas Federal is strengthening its nationwide presence through a hybrid distribution model that blends digital accessibility with robust last-mile connectivity. Strategic partnerships extend the company’s reach into underserved regions and support the MSME sector, the backbone of India’s economy. By offering tailored SME insurance solutions to a segment where over 85 per cent of businesses remain underinsured, the company is helping bridge a critical protection gap and enabling MSMEs across India to grow with confidence.
“With its new identity and strengthened promise, the brand reaffirms what truly matters: standing by people and securing lives. The new logo and brand promise reflect a renewed commitment to protecting every family’s future,” says Sachin Tendulkar. The company commenced operations in 2008 and achieved breakeven within five years. It has a nationwide network of more than 3,770 branches, including partner bank branches, and a sizeable network of advisors. As of March 31, 2025, it issued over 19.71 lakh policies with a sum assured of over ₹27,558 crores. Its total assets under management (AUM) stood at over ₹18,956 crore and capital base at over ₹800 crore as of March 31, 2025.
