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Vision and values

Our Vision

To use the power of ingenuity and the spirit of mutuality to create financial security and long-term value for our customers.

The Power of Ingenuity

Using the power of ingenuity, we work hard to deliver the most effective solutions for our distribution channels, our customers – and one another – without losing sight of our fundamental values. Combining imagination and practical experience, we search for the solution that others overlook or may not work hard enough to find.

Over the years, our ingenuity has resulted in many firsts. We were among the first companies to offer group life insurance and retirement plans. We created Adjustable Life – the first flexible life insurance policy – and introduced direct marketing of mortgage life insurance through financial institutions. Different markets require different solutions, and we continue to use the power of ingenuity to create products that provide lasting value and offer service that makes it easy to do business with us.

The Spirit of Mutuality

Our spirit of mutuality is based on the fundamental values that support our promise to pay. On this strong foundation of timeless values, we have built a culture characterized by relationships of trust. For us mutuality means doing what is right for our customers while acting in the best long-term interest of our organization.

Our mutuality distinguishes us in the financial services industry. Founded in 1880 as an assessment life insurance company, we became a mutual company in 1901 – further strengthening our focus on our policyholders. In 1998, we adopted our current structure, preserving our mutual heritage and adding flexibility to manage change and provide long-term value for our customers.

As an independent mutual holding company, we are owned by our policyholder members, and our paramount focus is on meeting their needs.

Our Values


We serve the long-term interests of our clients, providing them with financial security and lasting value. We will be here when they need us.


We maintain financial integrity and strength. To provide security for others, we must be strong.


We keep our promises. In all our activities, we adhere to the highest standards of ethical conduct.


We fulfill clients' needs responsively and efficiently, with products of lasting value and superior service.


We treat people with dignity, and we value diversity. Together we are better.


We serve the communities where we live and work responsibly through both philanthropy and volunteerism. We're good neighbors.

From these core values, we have created a culture characterized by relationships of trust with our clients – and with each other.

Our Goals

High ratings

Maintain our position among the top 25 most highly rated life insurance company groups in the United States.

Top Line Growth

Achieve double-digit revenue growth without sacrificing the quality of our business.

Market Appropriate Technology

Depending on specific market needs, use technology appropriately to create sustainable competitive advantage.

Broad Marketplace Performance

Deliver superior value compared to our peer group of high profile, highly rated companies in similar markets.

Reputation for Integrity

Protect and leverage our reputation by ensuring that our ethical standards remain among the highest in the industry in all aspects of our business.

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Strength. Vision. Discipline. Our overview brochure.