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CO-WRITTEN / PARTNER | Staff Reporter, Hong Kong
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Hummingbird identity set to help FTLife soar to great heights in the insurance market

Fresh addition to the local financial services industry draws on a heritage that has served the market for more than 30 years.

FTLife Insurance Company Limited (FTLife) is one of Hong Kong’s largest life insurance companies and serves customers from a rich portfolio of insurance and wealth management products.

The company’s brand is a fresh addition to the local market, which it intends to lead by generating strong growth based on the guiding principle “Your Future Our Promise” and by helping customers lead fulfilling lives. In short, FTLife aspires to become a leading insurance group in Asia, based in Hong Kong, with roots in mainland China.

CEO Stuart Fraser said: “We will uphold our commitment to delivering excellent customer service via our 2,800-plus agents and staff. In fact, our state-of-the-art high-net-worth customer service centre opened in October, underscoring our intention to become a leading provider of financial services in Hong Kong.”

Called FTLife Prestige, the VIP customer service centre is in Harbour City and bristles with hi-tech facilities that include a medical unit offering check-ups and other services.

Meanwhile, the company’s branding campaign has taken the city by storm, thanks to the vibrantly-colourful hummingbird logo adorning billboards in major tunnels, as well on buses, trams and throughout the MTR.

Formerly known as Ageas Insurance Company (Asia) Limited, FTLife is a wholly-owned subsidiary of Tongchuangjiuding Investment Management Group Co Ltd (JD Group). The new company serves individual and institutional clients from a diverse portfolio of financial protection and wealth management products.

FTLife is about achieving genuine customer satisfaction. In fact, a company statement reads: “FTLife provides customers with comprehensive insurance and financial planning services to help them achieve their aspirations. The desired result is for our customers to enjoy the financial freedom to lead fulfilling lives.”

The brand also reflects FTLife’s status as an insurance industry heavyweight. Fraser said: “This new brand on the financial services scene represents one of Hong Kong’s largest such companies, based on a heritage that has served the local community for more than three decades. And solid fundamentals and prudent investment strategies have earned the company favourable rankings from global rating agencies.”

The hummingbird logo embodies the company’s proactive approach to serving customers – and now hovers just above the city on a giant LED sign on the Far East Finance Centre rooftop overlooking Victoria Harbour.

FTLife Chairman Fang Lin said: “We chose the hummingbird as our logo because its amazing manoeuvrability, extraordinary adaptability and incomparable vitality symbolise FTLife’s core attributes. In fact, our hummingbird logo projects the agility, innovation and ambition we apply to serving customers in ever-changing markets.”

He added: “At the same time, our ‘Your Future Our Promise’ motto is about providing customers with a fully-rounded financial planning, risk management and insurance service to suit different stages of their lives. FTLife aspires to become a top-notch insurance group in Asia, based in Hong Kong, with roots in mainland China.”

Four colours were chosen to represent FTLife’s corporate identity. Fraser said: “The corporate colour scheme represents our product service categories, as well as the four stages of life – childhood, youth, adulthood and the sunset years.”

He added: “Green symbolises childhood. We all aim to help nurture our children so they rise to great heights in life. Blue symbolises youth. We help our customers lead fulfilling lives by planning for a bright future. Red symbolises adulthood, during which we help customers get the very best out of maturity and parenthood. Lastly, orange represents the sunset years. And we enable our customers to enjoy life after retirement and accumulate wealth to hand down.”

Two exciting events are now on the FTLife calendar as part of the brand campaign. The first is the “Jacky Cheung – A CLASSIC TOUR Live in Hong Kong” event featuring home-grown pop legend Jacky Cheung, who will be performing his first concert in nearly five years.

Fraser said: “Jacky’s well-known commitment to excellence is consistent with FTLife’s unwavering determination to provide customers with the best possible health and wealth protection. This collaboration is guaranteed to delight thousands of Jacky Cheung fans including many FTLife customers.”

The second major attraction is the “FTLife New Milestone” lucky draw, which places eligible customers in the running to win a gleaming new Mercedes-Benz CLA 200.
Other prizes include concert tickets for the “FTLife presents Jacky Cheung – A CLASSIC TOUR Live in Hong Kong” concert and free credit on an FTLife Credit Card, as well as travel and hotel dining coupons.
 

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