Great Eastern refreshes logo as it marks 117 years

Singapore’s largest and longest-established life insurer, Great Eastern, is marking its 117th anniversary with a refreshed corporate logo and a set of strategic growth priorities, signalling a new phase of transformation into a forward-looking, data-driven, and future-ready organisation.

The modernised logo, which takes centre stage in the anniversary revamp, reinterprets the company’s iconic lion motif. Each element carries meaning with the tail representing leadership and communication, the paw signifying confident forward strides, the mane reflecting ambition and passion, and the eyes focusing firmly on the future.

In addition, the bolder wordmark projects confidence, while the updated tagline, “An OCBC Company,” unifies the Group’s identity across life, general, takaful, and financial advisory offerings.

Don't miss: Great Eastern chief marketer Colin Chan to step down after 30 years

The refreshed branding will be rolled out progressively across all touchpoints, from digital platforms and customer communications to physical locations, starting with the Great Eastern Centre at 1 Pickering Street.

Alongside the logo, Great Eastern has unveiled its strategic growth priorities. Its first focus, tailored offerings and engagement, emphasises integrated and personalised solutions powered by AI. To address the needs of the sandwich generation juggling responsibilities for aging parents and children, the company launched the 'GREAT life multiplier', a comprehensive, multi-generational whole-life plan.

The second priority, advisory and service excellence, seeks to deepen customer relationships through holistic financial solutions, supported by top-tier advisors and digital tools. A pilot AI solution is cutting preparation time for financial representatives by 75%, with potential savings of half a million man-hours when fully implemented.

The third priority, organisation and culture, aims to build a future-ready workforce by embedding AI into processes and fostering agility and innovation. The company has restructured its Data and AI team to accelerate transformation, resulting in proprietary solutions including an AI-powered medical claims automation platform.

To celebrate its anniversary, Great Eastern is rolling out a year-long campaign across Singapore, Malaysia, and Indonesia. In Singapore, the "Great FinChamp challenge" will run from 26 August to 30 September 2025, offering children and parents a chance to learn practical financial skills and win one of 117 prizes.

From 3 September, the company will launch "My protection explorer" on its app, an AI-powered tool that allows consumers to assess the financial impact of unforeseen life events and identify coverage gaps. Seniors will continue to benefit from the "MyGreatLegacy" programme, which helps with lasting power of attorney and advance medical directive registrations.

Moreover, families can access exclusive offers, including S$400 gift credits per child, one year of free family insurance coverage, and up to 40% rewards on selected plans, alongside other promotions such as new riders for GREAT Protector Active and discounted travel insurance.

“This year marks an important milestone in our journey — 117 years of trust, resilience and purpose. We recognise that sustainable access to healthcare and an ageing population are among the top concerns for many Singaporeans. There is no better time than now to introduce our strategic growth priorities and refreshed brand, which reflect our enduring commitment to empower individuals and families to live well, plan with confidence and retire better," said Greg Hingston, group CEO of Great Eastern.

He added, “Throughout its history, Great Eastern has evolved to meet the needs of the generations who have placed their trust in us, and this latest chapter will prepare us for the opportunities ahead. As we turn the page on our 117th year, we do so with a clear purpose, refreshed identity and a renewed drive to serve the evolving needs of our customers and communities.” 

The anniversary milestone also coincides with a key leadership transition within the company. After more than 30 years with Great Eastern, Colin Chan will be stepping down from his role as managing director, group marketing. Chan, who began his career in 1994 in actuarial roles before moving into marketing, has held several leadership positions across the group, including chief marketing officer and EVP, head of group product and customer marketing.

He has led the group marketing function for nearly nine years, overseeing branding, product development, and customer engagement. Chan’s departure comes shortly after the appointment of Kwek-Perroy Li Choo as managing director, group integrated propositions and platforms, with a transition period planned between the two leaders. The change underscores Great Eastern’s commitment to evolving its organisational structure to meet future growth priorities while continuing to deliver seamless customer experiences.

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