Mumbai, 10 December 2025:- Ageas Federal Life Insurance today announced the launch of its new brand-new identity, marking a major milestone in its transformation journey. Inspired by the 200-year global legacy of the Ageas Group and the 100-year trust of Federal Bank, this refreshed identity reflects the company’s mission to make insurance simple, build deeper emotional connections with people, and make financial security accessible to everyone across the country.
The new brand identity was unveiled by Mr Jude Gomes, Managing Director & CEO of Ageas Federal Life Insurance, in the gracious presence of brand ambassador and cricketing legend Mr Sachin Tendulkar.
The new logo symbolises a fresh beginning and renewed hope, conveying that every great journey begins with pure intent and positive thinking. The two interconnected arcs in the logo represent protection and stand for the company’s purpose of supporting customers at every turn of life.
Speaking on the occasion, Mr Jude Gomes said, “This new identity reflects who we are and what we aspire to become for the people of India – an institution that turns possibilities into reality. The word ‘Alba’ carries the feeling of care and hope, while ‘Har Wada Mumkin’ is our brand promise that demonstrates our commitment to fulfilling every responsibility.”
This refreshed brand identity is being introduced at a time when India’s life insurance sector is witnessing massive change – rising awareness about financial protection, rapid adoption of digital technology, and the emergence of new customer segments such as young savers and MSMEs.
With a robust solvency ratio of 270% as of March 2025, Ageas Federal ranks fourth among private-sector life insurance companies. The company recorded 13% year-on-year growth in individual Annualised Premium Equivalent (APE) for the period ending 30 October 2025, significantly higher than the industry average. During FY 2025, the company also achieved a 100% individual claim settlement ratio.
Brand Ambassador Mr Sachin Tendulkar said, “It is a matter of great pride for me to be associated with one of India’s leading life insurance companies. Through its new identity and strong promise, the brand reaffirms its commitment to stand by people and secure their future.”
The new brand colours – orange represents the warmth and new energy of a rising sun, while purple signifies trust, wisdom, calm and truth. Together, these colours convey that the brand is ready for the future, for India, and for possibilities.
‘Har Wada Mumkin – Har Wada Poora Hoga’ is the brand philosophy that every promise will be delivered with transparency, speed and the right intent.