FTLife Insurance rebrands, launches new identity with strategic focus on CX

On Monday, FTLife Insurance Company Limited (FTLife) unveiled its new name, Chow Tai Fook Life Insurance Company Limited (CTF Life), along with its new brand identity.

FTLife, established in 1985, has been a prominent life insurance provider in Hong Kong for over three decades. In 2019, the company was acquired by NWS Holdings Limited, a subsidiary of New World Development Company, one of Hong Kong's leading conglomerates. This acquisition marked a significant milestone in FTLife's history, further solidifying its position in the insurance industry.

Pivoting from its red hues, the new brand design features turquoise as its primary colour, symbolising water and representing the source of life. The colour scheme also includes earth tones to highlight the brand’s dedication to environmental sustainability.
 

The company's old logo.

The new icon, central to the brand narrative, comprises four dynamic flowing lines, encapsulating the concept of wholeness and reflecting CTF Life’s commitment to supporting customers and their loved ones throughout their life journey. This commitment spans well-being, growth, healthcare, legacy, and delivering comprehensive services and experiences.

The new logo unveiled.

Explaining the reason behind the transformation, Denise Au-Yeung, chief strategy officer of CTF Life said, “We believe that by creating a strong association with this trusted and highly recognised brand, our go-to-market efforts will be more effective. It will also strengthen customer confidence and reinforce our brand image.”

Au-Yeung emphasised that the brand remains a wholly-owned subsidiary of NWS Holdings Limited and that “our brand promise of creating value beyond insurance and our commitment to tailoring insurance solutions and innovative products and services remains unchanged.”

With the new name and visual identity, the brand also debuted the 'CTF Life CIRCLE' membership programme. Au-Yeung described it as “a one-stop lifestyle platform” designed to create value beyond insurance through diverse experiences, lifestyle privileges, and access to the Chow Tai Fook Group’s membership alliance.

In an effort to build a new customer loyalty programme and reach a broader audience, members of ‘CTF Life CIRCLE’ are offered more than just the opportunity to participate in a variety of activities. They also enjoy exclusive offers and privileges across the Group’s diverse conglomerate, which includes hotel accommodation, dining, education, health services, and more. Furthermore, members are granted access to benefits from the Group’s membership alliance, including New World Club and KLUB 11. There are plans to expand this to include CTF Club (Chow Tai Fook Jewellery’s membership programme) and NWC Club (New World China’s membership programme), thereby broadening its benefits to a larger membership base in both Hong Kong and mainland China.

Meanwhile, to enhance brand awareness throughout Hong Kong, an integrated marketing campaign spotlighting the new name ‘CTF Life’ is set to launch across online and offline platforms starting from Monday, including a rooftop LED billboard on a top-tier commercial building on Hong Kong Island and a sizeable outdoor advertisement at the Royal Hong Kong Yacht Club, overlooking Victoria Harbour.

CTF Life has also launched two new brand videos as part of its rebranding initiative. These videos will be broadcast on television, MTR in-train TV, social media platforms, and at prominent locations within the Group’s diverse conglomerate.

Speaking to Campaign, Au-Yeung further explained that the broader go-to-market strategy "will continue to strengthen our collaboration within and outside the diverse conglomerate of the Group to support customers and their loved ones in navigating life’s journey with personalised planning solutions, lifelong protection, and diverse lifestyle experiences."

Discussing how CTF Life will leverage the benefits from the Chow Tai Fook Group, Au-Yeung highlighted the Group's investments across broad industry segments, adding "Chow Tai Fook Group’s strategic investments are across broad industry segments, covering infrastructure, healthcare, education, media, energy, and retail."

She also discussed the strategic alliances formed earlier this year with various businesses within the Chow Tai Fook Group. "Earlier this year we formed a strategic alliance with various businesses within the Chow Tai Fook Group, including The Greater Bay Area (GBA) Healthcare Group, Gleneagles Hospital Hong Kong, and ARCH Education, as well as some external partners who shared a common vision, with the aim to offer diverse lifestyle experiences to our customers and their families and enable them to live life to the fullest. This also reinforced our commitment to creating value beyond insurance."

Providing an example, Au-Yeung elaborated on the partnership with the GBA Healthcare Group. "For the GBA Healthcare Group as an example to explain further, we joined forces to provide one-stop, cross-border integrative medicine treatment for designated product customers. This includes arrangements for cross-border direct billing services, enhancing healthcare management and the claims experience to support the medical needs of frequent travellers."

Finally, when asked to reflect on her tenure as CSO for nearly two years as the brand begins a new chapter, Au-Yeung cited, "[With] regards our achievements, we delivered strong results in 2023, driven by pent-up demand from Mainland visitors after the border reopening. The major challenge was during the pandemic when the Mainland China Visitors (MCV) business was impacted. However, challenges and opportunities coexist. Now our MCV business has surpassed pre-pandemic levels, thanks to our effective go-to-market campaigns."

"As a CSO overseeing the rebranding campaign, I am very excited about the launch of our new corporate identity, a testament to the dedication and perseverance of our team, who have toiled tirelessly for nearly two years. It is expected to open more opportunities, unlock greater potential for development, fuel business growth and allow us to continue creating value beyond insurance."