Singapore – Great Eastern marked its 117th anniversary in Singapore and Malaysia by announcing its strategic growth priorities and refreshed corporate logo, signaling the insurer’s transformation into a more 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.”
He added, “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 insurer introduced a redesigned corporate logo, featuring an evolved lion motif and a bolder wordmark. The updated identity will be applied progressively across its life, general, takaful, and financial advisory businesses.
According to the company, elements of the lion symbolise leadership, ambition, and forward-looking focus, while the wordmark has been updated to reflect confidence. The tagline has also been revised to “An OCBC Company.”
For its strategic growth priorities, the company outlined three key areas of focus:
- Tailored Offerings and Engagement: Providing integrated, needs-based solutions through personalised and AI-enabled experiences.
- Advisory and Service Excellence: Strengthening customer relationships through holistic financial solutions supported by digital platforms and advisory expertise.
- Organisation and Culture: Building a future-ready workforce with a focus on agility, innovation, and cross-team collaboration.
As part of its product strategy, the insurer has launched GREAT Life Multiplier, designed for the “sandwich generation” managing both parental and child caregiving responsibilities.
On the digital front, Great Eastern is piloting an integrated AI solution for its financial representatives, reducing preparation time for customer engagements by up to 75%. At scale, the solution is projected to save 500,000 man-hours. The company has also restructured its Data & AI team to accelerate in-house innovations, including a 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.”
Great Eastern is also commemorating its anniversary with a year-long campaign across Singapore, Malaysia, and Indonesia. Initiatives include:
- The Great FinChamp Challenge, a financial literacy game for children and parents, running from 26 August to 30 September.
- The launch of My Protection Explorer on 3 September, a tool that helps consumers assess the impact of unforeseen life events on their finances.
- Continued support for senior customers through the MyGreatLegacy programme, which assists with Lasting Power of Attorney (LPA) and Advance Medical Directive (AMD) registration.
- Exclusive SG60 Gift Credits and complimentary family protection packages for families with children aged 16 and below.
