To be the most trusted life insurance brand of Bangladesh. Aspire to be # 1.
Changing the landscape of the insurance industry in Bangladesh through:
- Strive to realize the philosophy – ‘Insurance for All’
- Changing how insurance is sold
- Changing the face of the industry/changing the perception of the insurance industry
- Creating a global standard local player in the insurance industry of Bangladesh
- Expanding the brand by social experiment/selling concept and not selling brand
- Investing in brand communications with a mass market focus.