SBLI Refreshes Brand Identity with a Focus on Modern, Simple Life Insurance Protection

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WOBURN, Mass.--(BUSINESS WIRE)--Sep 25, 2025--

SBLI (The Savings Bank Mutual Life Insurance Company of Massachusetts), a mutual life insurance company trusted by generations of families since 1907, today launched a refreshed evolution of its brand identity. The identity marks a renewed expression of SBLI’s mission to offer “Simply Better Life Insurance” – dependable, affordable life insurance coverage.

Updates have been made to SBLI’s visual identity, such as its logo and brand colors, as well as its voice and tone used across communications. From marketing materials to customer engagement points, the company’s external face reflects an identity that is more modern and digitally evolved, designed to make life insurance feel approachable and easy to access for customers and distribution partners alike.

“Since 1907, families have trusted SBLI to make life insurance simple, reliable, and personal. Our refreshed brand carries that promise forward with even greater clarity,” said Jim Morgan, president and chief executive officer of SBLI. “We want customers and partners to see in our brand what they experience with us every day: protection that’s easy to understand and built on trust that lasts for generations.”

Honoring Our Roots, Embracing What’s Next
SBLI was founded in 1907 by eventual United States Supreme Court Justice Louis Brandeis, who believed that working families deserved access to honest, affordable life insurance. More than a century later, that legacy continues today through SBLI’s multi-channel, multi-product approach to insurance distribution that serves a wide variety of consumers via many term life, permanent life, and annuity products. Since 2017, SBLI has operated as a mutual company, owned by its policyholders.

“With this brand refresh, we’ve aligned SBLI’s visual and tonal identity into one clear system — from a modernized wordmark and bolder use of color to a warmer, more consistent voice,” said Paul Pennelli, vice president of marketing at SBLI. “It gives us a flexible, digital-forward platform to connect with today's customers and partners, while remaining closely tied to our past. We believe it’s Simply Better Life Insurance.”

About SBLI
For more than 115 years, SBLI (The Savings Bank Mutual Life Insurance Company of Massachusetts) has offered simple, dependable life insurance solutions to families across the United States. With a focus on clarity, personal support and long-term trust, SBLI provides term and whole life products that help people protect what matters most. For more information, visit www.sbli.com.

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CONTACT: Alexander Caswell

Regan Communications Group

617-488-2885

[email protected]

KEYWORD: UNITED STATES NORTH AMERICA MASSACHUSETTS

INDUSTRY KEYWORD: BANKING PROFESSIONAL SERVICES INSURANCE FINANCE

SOURCE: The Savings Bank Mutual Life Insurance Company of Massachusetts

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PUB: 09/25/2025 10:00 AM/DISC: 09/25/2025 09:59 AM

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