MINNEAPOLIS—A company that has operated quietly for the last fifty years is now staking its claim in the insurance industry with a vibrant new brand. Security Life Insurance Company of America, based in Minnetonka, is pleased to announce the results of a re-branding initiative. Developed by Security Life’s agency of record, RAZR Marketing, the refreshed Security Life brand includes a new logo, colors and tagline that reflect the company’s expanded product offerings.

“The new Security Life brand represents the aggressive growth strategy of this company going forward,” said Executive Vice President of Sales and Marketing, Dave Sipprell. “We are very pleased to launch the new face of Security Life to our clients and partners. We believe this new brand represents our company’s strengths and differentiators.”

The updated brand is intended to represent Security Life in a meaningful, modern way. The new logo features a fluid, circular shape intended to symbolize the flexibility and responsiveness that is the hallmark of Security Life’s customer service. The spark inside the logo conveys the opportunity-driven value that they bring to customer relationships.

The new brand will be applied to all sectors of the business throughout the year. This comes at a transformational time for Security Life—just days ago they announced the addition of new CEO Mark Zesbaugh.

To see more of the branding or for additional information, visit www.securitylife.com.

About Security Life Insurance Company of America: Security Life specializes in the ancillary benefits market, providing dental, vision, disability and life insurance products and services to consumers and employer groups in all 50 states (in conjunction with Security Health Insurance Company of America in New York). It uses multiple distribution channels—general agencies, third party administrators, agents, DHMOs, HMOs, insurance companies, product innovators and intermediaries—to distribute product, and specializes in personal insurance and small-to-mid-size employer group business (under 100 lives). For more information, visit www.securitylife.com.

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Lana Slygh
Director of Marketing
Security Life
Phone: (952) 945-3598
Fax: (952) 945-3409
Email:  lmslygh@securitylife.com