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It's a brand new day

Introducing Securian Financial’s new look

We’re excited to introduce you to our bright new look, which represents our commitment to helping you find solutions that let you focus on your most important asset: family — however you define it.

What does this change mean for you?

If you're a current customer, your policies or contracts with us won’t be affected in any way, and there’s no action needed from you — other than to watch for our new identity to start appearing on communications you receive from us. We will be applying our new look to our communications throughout 2018.

What's not changing

We have a new look, but we’re still the same company you’ve trusted to protect what you care about most for almost 140 years.

  • Our values: trust, strength, integrity, quality, respect and community. They’re foundational to who we are and how we do business.
  • Our company structure. We’re not publicly traded, and we remain focused on meeting the needs of our customers, rather than shareholders.
  • Your policies or accounts with us. They won’t be affected, and there’s nothing you need to do.
  • The strong, highly rated companies1 that underwrite our products and services. The policies or accounts you have with us will continue to be issued by or offered through Minnesota Life Insurance Company, Securian Life Insurance Company and other Securian Financial affiliates and subsidiary companies.

Why the change?

Securian Financial is renewing our focus on you — our customers. Our new look is fresh, modern and reflects where we’re going as a brand and a company.

At Securian Financial, we’re here for family. And we’re here because of it.

Family doesn’t have to branch from your tree, but it always shares your roots. Roots woven by common understanding, shared values and mutual respect. Like you, we believe a rewarding life is really about being present in the here and now, and that money isn’t the only thing when family is your everything.

Since 1880, we’ve been here for those who see family as their most valuable asset. Our longevity is a testament to the strength of our company. We’ve weathered economic ups and downs while staying true to our customers. We’re not publicly traded, so we can focus on you and what you care most about.

We believe your financial picture should support the everyday moments as much as the major milestones. That’s why our insurance, investment and retirement solutions give you the confidence to focus on what’s truly valuable: banking memories with those who matter most.

Every moment counts

See examples of the family moments that our new look represents. 

Watch our videos

1. Minnesota Life Insurance Company and Securian Life Insurance Company are highly rated by the major independent rating agencies that analyze the financial soundness and claims-paying ability of insurance companies. See more information about the rating agencies and where our rating ranks relative to other ratings.

DOFU 6-2018
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