FTLife unveils new identity

FTLife unveils new identity | Insurance Business Asia

Life & Health

FTLife unveils new identity

Membership program launched

Life & Health

By
Roxanne Libatique

FTLife Insurance Company Limited (FTLife) has rebranded to Chow Tai Fook Life Insurance Company Limited (CTF Life), launching its new brand identity.

CTF Life CEO Man Kit Ip and the management team revealed the new brand at a ceremony at The GalaMuse, the company’s concept centre. The event featured actress and singer Linda Chung as the ambassador.

A marketing campaign to promote the “CTF Life” name will run on multiple platforms, including a prominent rooftop LED billboard on Hong Kong Island and large outdoor advertisements at the Royal Hong Kong Yacht Club.

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FTLife rebrands to CTF Life

Kit Ip described the rebranding as a significant step for the company.

“With a near 40-year legacy, CTF Life is among the most well-established life insurance companies in Hong Kong. With our new brand identity and unique positioning, we will further strengthen our collaboration with the diverse conglomerate of the [Chow Tai Fook Group], leveraging its robust financial strength and strategic investments across the globe to continue to expand our service network and optimise our products and services. We aspire to become a leading insurance company in the Greater Bay Area,” he said.

“With the brand promise of creating value beyond insurance, we are dedicated to supporting customers and their loved ones in navigating life’s journey with personalised planning solutions, lifelong protection, and diverse lifestyle experiences,” he said.

The rebranding is accompanied by the launch of the “CTF Life • CIRCLE” membership program. The initiative taps into the extensive portfolio of the Chow Tai Fook Group to offer additional value beyond traditional insurance services.

CTF Life • CIRCLE membership program

The membership program features diverse experience, lifestyle privileges, and access to the Chow Tai Fook Group’s membership alliance.

It offers unique lifestyle experiences for customers and their families and includes three tiers:

Each tier provides exclusive offers and privileges within the Chow Tai Fook Group’s portfolio, covering hotel accommodation, dining, education, and health services.

Members will also benefit from the group’s membership alliance, initially including New World CLUB and KLUB 11, with plans to extend to CTF Club (Chow Tai Fook Jewellery’s membership program) and NWC Club (New World China’s membership program), reaching a broader audience in Hong Kong and mainland China.

CTF Life brand identity

The new brand design uses turquoise as its primary colour to symbolise vitality and continuous growth. Earth tones are included to reflect the company’s commitment to environmental sustainability.

The new icon, composed of four dynamic lines, represents CTF Life’s dedication to supporting customers and their families throughout their life journey, encompassing well-being, growth, healthcare, and legacy.

The brand identity will be prominently featured on the rooftop LED billboard on Hong Kong Island and outdoor advertisements at the Royal Hong Kong Yacht Club. It will also appear on buses and taxis.

Two brand videos, highlighting the new brand and the “CTF Life • CIRCLE” program, will be shown on television, MTR in-train TV, digital and social media platforms, and at prominent locations within the group’s conglomerate.

CTF Life first announced its name change plan in April and has since received positive feedback from customers and partners. The rebranding will not impact its collaboration with business partners or the management and operation of existing policies, including protection, benefits, fees, and returns.