As a company, Protective Life has some ambitious growth goals centered around a desire to serve the life and retirement protection needs of more people. This kind of growth doesn’t happen without collaboration and support from everyone involved — most of all, you.

With this aspiration, we require a strong brand that can help support growth, a brand that will drive awareness, stronger connections and ultimately, business results.

We’re excited to introduce you to our new brand, built upon the idea that we’re all protectors. Whether you’re an advisor helping clients safeguard what matters to them or a customer protecting what you’ve worked for, each of us plays the role of a protector.

Because we’re all protectors is why we do what we do. It’s why we make a commitment to do right by those we serve, and it’s why we put every protector at the heart of Protective. Now, more than ever, you can count on Protective to work as hard for your clients as you do. With a bold new commitment to protecting more people, we’ll work alongside you and deliver on our promise.

Important changes take time. You’ve begun seeing our new brand on our websites, in customer correspondence and in the media. In January, you’ll start to see our new brand on both client- and advisor-facing marketing materials. You can expect this transition to take up to a year to complete. We’ll actively communicate throughout the transition.

While we have a new look, we’re the same Protective. Our new brand will help us better serve you and our customers and will enable us to accelerate growth together. Visit to explore our new brand.

Let’s deliver on our promises. Together.

For Financial Professional Use Only. Not for Use With Consumers.

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