Great Eastern Life Marks 117 Years in Singapore and Malaysia with Strategic Growth Priorities and Refreshed Logo
Singapore, 26 August 2025 – As it celebrates 117 years of serving Singapore and Malaysia, Great Eastern, Singapore’s largest and longest established life insurer, today introduced its strategic growth priorities and refreshed corporate logo, underscoring a new phase of transformation into a forward-thinking, data-driven and future-ready organisation.
“This year marks an important milestone in our journey — 117 years of trust, resilience and purpose,” said Greg Hingston, Group CEO of Great Eastern. “We recognise that sustainable access to healthcare and an aging population are among the top concerns for many Singaporeans and more can be done to help them navigate their responsibilities and plan for their future. There is no better time than now to introduce our strategic growth priorities and refreshed brand, which reflect our enduring commitment to empower individuals and families to live well, plan with confidence and retire better.”
The company’s strategic growth priorities are:
- Tailored Offerings and Engagement – Delivering integrated and needs-based solutions through personalised and AI-enabled experiences.
- Advisory and Service Excellence – Deepening relationships through holistic financial solutions and the combination of best-in-class advisors, digital tools and platforms.
- Organisation and Culture – Enabling a future-ready workforce, leveraging synergies and fostering a culture of agility and innovation.
To illustrate how the three strategic growth priorities come to life in practice:
Tailored Offerings and Engagement for All Customers
Great Eastern found that the market lacked a single affordable solution that could address the pain points of young professionals and mid-career adults who juggle the responsibilities of caring for their aging parents while building a future for their children. Hence, GREAT Life Multiplier, a first-of-its-kind affordable, comprehensive, multi-generational whole-life plan was designed for the sandwich generation in their 30s and 40s bearing dual responsibilities.
Advisory and Service Excellence Enabled by Digital Tools and Platforms
As part of Great Eastern’s commitment to innovation and customer-centricity, the company is piloting an integrated AI solution that transforms the way its financial representatives engage with customers. This solution enables personalised, consistent interactions while cutting preparation time per customer by 75 per cent, from two hours to just 30 minutes. When implemented at full scale across its agency force, this solution is expected to save half a million man-hours. This marks just the beginning of Great Eastern’s AI journey. The company will continue to push boundaries by exploring emerging technologies, testing bold ideas and validating innovative use cases to unlock even greater possibilities.
Organisation and Culture that Enables a Future-ready Workforce
Great Eastern is seizing the AI opportunity by embedding it into its organizational fabric and work processes to enhance productivity. Earlier this year, the company started restructuring the operating model for its Data & AI team to accelerate its transformation journey through a more strategic and collaborative approach. This shift has already delivered a suite of AI solutions developed in-house, including Great Eastern’s proprietary AI-powered medical claims automation platform.
Hingston added, “Throughout its history, Great Eastern has evolved to meet the needs of the generations who have placed their trust in us, and this latest chapter will prepare us for the opportunities ahead. As we turn the page on our 117th year, we do so with a clear purpose, refreshed identity and a renewed drive to serve the evolving needs of our customers and communities.”
Refreshing The Corporate Logo
The evolution of the Great Eastern logo
Great Eastern’s refreshed logo captures the company’s enduring legacy and evolving ambition — a contemporary redesign that honours its deep-rooted heritage while signalling a confident step into the future.
The refreshed master brand logo will be applied across its core business of life, general, takaful and financial advisory across the Great Eastern Group of companies to unify the Group’s brand identity. It reflects the company’s ability to offer a comprehensive suite of solutions for both retail and corporate customers under one cohesive brand, as well as the delivery of synergistic and seamless customer experiences.
The lion motif has been evolved to convey a greater gravitas, reflecting the company’s leadership and steadfast pursuit of excellence. The various elements of the lion each represent attributes that Great Eastern aspires to:
- The tail, a symbol of leadership as lions use their tails to communicate with their pride;
- The paw, representing confident forward strides;
- The mane, like an inner fire representing greatness of ambition and passion; and
- The eyes, focused and set firmly on the future
The Great Eastern wordmark has also been updated with a thicker weight, demonstrating the company’s confidence, and the tagline has been updated to “An OCBC Company” to reflect the company’s status as part of OCBC’s “One Group” network.
It will be rolled out progressively across all touchpoints, from digital platforms to customer communications and physical locations, starting with the Great Eastern Centre at 1 Pickering Street.
A Year-Long Campaign Celebrating Great Eastern’s 117th anniversary
To commemorate this milestone, Great Eastern is rolling out a year-long campaign across the region. featuring a brand video, employee engagement programmes and customer initiatives, benefitting its customers in Singapore, Malaysia and Indonesia.
In Singapore, Great Eastern is launching the Great FinChamp Challenge, a fun and interactive financial literacy game for children and parents to gain practical life planning skills and learn financial basics – such as savings and insurance – together. Participants will stand a chance to win one of 117 prizes. The Challenge runs from 26 August to 30 September 2025.
Another exciting launch is the new My Protection Explorer feature on the Great Eastern App on 3 September. Born out of intensive research and customer feedback, this tool takes a first-of-its-kind approach to empower consumers to understand the financial impact of unforeseen life events, such as hospitalisation, disability or critical illness, based on their own unique financial circumstance. Consumers can then determine the level of protection they consider sufficient and meaningful, while identifying any gaps in their existing coverage.
Great Eastern continues to help senior customers register their Lasting Power of Attorney (LPA) and Advance Medical Directive (AMD) under the MyGreatLegacy programme. And for its Integrated Shield Plan customers, the Great Eastern Medical Care Concierge offers a personalized service to help them make informed decisions about their medical treatment and recovery choices.
Targeted at families, Great Eastern is offering customers exclusive SG60 Gift Credits and complimentary family protection packages, with S$400 worth of credits for every child aged 16 and below, and one-year of free family insurance coverage.
Other birthday promotions include:
- The ‘Protecting Generations for 117 Years’ campaign offers up to 40% in rewards on selected qualifying insurance plans if customers sign up before 30 September 2025
- Great Eastern is also introducing two new riders (Lifestyle Rider and Recovery Cash Rider) for GREAT Protector Active, a personal accident plan, at $117 annual premium each, launching 1 September 2025
- Great Eastern is offering 50% discount on single trip travel insurance until 31 August 2025
- Consumers can enjoy a $60 shopping e-voucher when they purchase GREAT Home Protect together with another eligible personal lines product - Travel, Maid, Home or Personal Accident - by 30 September 2025
For more information about Great Eastern’s new logo and 117 anniversary campaign activities, visit https://www.greateasternlife.com/117anniversary.
Unveiling of Great Eastern New Logo
Great Eastern Executives at Logo Unveiling
Great Eastern 117th Anniversary Cake Cutting Ceremony
About Great Eastern
Founded in 1908, Great Eastern is a well-established market leader and trusted brand in Singapore and Malaysia. With over S$117 billion in assets and more than 15.5 million policyholders, including 11.5 million from government schemes, it provides insurance solutions to customers through multiple distribution channels – a tied agency force, bancassurance, direct digital, digital partnerships and financial advisory firm Great Eastern Financial Advisers. The Group also operates in Indonesia and Brunei.
The Great Eastern Life Assurance Company Limited and Great Eastern General Insurance Limited have been assigned the financial strength ratings of "AA" by Fitch Ratings and "AA-" by S&P Global Ratings, one of the highest among Asian life insurance companies. Great Eastern's asset management subsidiary, Lion Global Investors Limited, is one of the leading asset management companies in Southeast Asia.
Great Eastern is a subsidiary of OCBC, the longest established Singapore bank, formed in 1932. It is the second largest financial services group in Southeast Asia by assets and one of the world’s most highly-rated banks, with an Aa1 rating from Moody’s and AA- by both Fitch and S&P. Recognised for its financial strength and stability, OCBC is consistently ranked among the World’s Top 50 Safest Banks by Global Finance and has been named Best Managed Bank in Singapore by The Asian Banker
For more information, please contact:
Pamela Pung
Head, Group Corporate Communications
Email: Corpcomms-sg@greateasternlife.com
Krittika Venkatesh / Sim Bao Zi
Edelman Singapore
Email: greateastern@edelman.com