Great Eastern unveils new logo and strategy

The insurer highlights digital investments and regional wealth shifts in its rebranding launch.

Great Eastern marked its 117th anniversary with the unveiling of a refreshed corporate logo, introduced by abseilers scaling its five-storey headquarters on Pickering Street. The launch underscores both the company’s heritage and ambitions.

The redesigned logo, featuring details symbolising leadership and vision, aligns with the firm’s strategic push towards innovation.

Group CEO Greg Hingston reflected on the insurer’s long history, recounting episodes such as employees safeguarding policies during the Japanese occupation and housing developments in the 1950s. He stressed that whilst history has shaped the company, resilience through uncertainty defines its future.

Challenges and strategies
Hingston acknowledged headwinds, including structural inflation, but emphasised that legacy alone cannot guarantee survival. “We’ve been around for 117 years [but that] doesn’t mean that we’ll be around for another 117 years,” he said.

He explained that the company has conducted both quantitative and qualitative exercises to define customer cohorts in Singapore. “This is a dynamic model, and what we’ve done is overlaid the profile of Great Eastern on top of that so we know where we are overweight or underweight.”

Hingston also pointed out the role of technology in customer engagement. For instance, he said that generative AI has democratised customers. “We are investing in digital capabilities. Digital first customers can consume from us directly and [moreover] the role of advisor will always be important for digital and advisory.”

Looking ahead, Hingston underlined the opportunity presented by a coming wealth transfer of $1t in assets across the Asia-Pacific from Baby Boomers to Generation X within the next five years.