Cambodia Investment Review
Cambodia’s largest general insurer and fast-growing life insurer, Forte, has unveiled a refreshed logo and tagline ‘Live with confidence’ to mark the next phase of the company’s growth and digital agenda.
As part of its brand refresh, Forte has sharpened its vision, mission and values to emphasize its focus on providing innovative customer-focused products and services and expanding their general and life insurance offering across more markets in the region.
The brand development and new tagline, ‘Live with confidence’, is a manifestation of the company’s leadership in the insurance sector to take a stand on sustainable growth and building capacity in people, whilst humanizing insurance and financial services in an empowering way.
Forte is customer-focused and forward-thinking
Forte took an empathetic approach and invested in research to understand people’s perceptions of what Forte does well, where opportunities existed and what people really wanted from insurance providers in order to differentiate their services in the market.
Charles Cheo, Group Executive Chairman of Forte, said, “Forte has built our success upon being customer-focused, forward-thinking and innovative over the past two decades. We believe that building stronger brand equity, coupled with our strong financial outlook based on our ‘AA’ Global Credit Rating Co ranking in terms of national financial ratings, will add value for our shareholders and transform Forte into a regional player. We look forward to even more successful decades to come.”
Mr Youk Chamroeunrith, Group Chief Executive Officer of Forte, said, “It’s time for us to move forward and modernize for today’s digital age. Our refreshed brand identity signifies confidence and optimism in moving forward as one Forte family with a strong purpose, aligned with our vision to protect and empower everyone in the region for a better future – one person, one business at a time.”
A dynamic and confident new look
Ms Sharliza Rahman, Chief Brand and Digital Officer of Forte, said, “We have evolved Forte’s brand and messaging to better reflect who we are today and to match our ambitions for the future. Our brand evolution has to be done sensitively while staying true to our heritage and history. Alongside some recognizable elements we have also incorporated new visual devices to give our brand a dynamic and confident new look.”
She added that, “What we are doing is not simply a re-branding exercise or a marketing campaign. It signals our intent and commitment to empower people by providing them with a safety net which enables them to have the courage to achieve their aspirations.”
In the coming months, Forte will be rolling out their refreshed brand identity in stages across various touchpoints, as well as a regional brand campaign in Cambodia and Laos.
Since its founding in 1999, Forte has developed the largest market share in Cambodia for general insurance, expanding into life insurance in 2019. It has also achieved regional recognition as Domestic Insurer of the Year by Insurance Asia Awards for the second time and Best General Insurance Company in Cambodia by Global Banking and Finance Review for 8 years in a row.
According to the “Strategic Development Plan for Insurance Sector 2021-2030” the regulator hopes to achieve 5.5% of insurance penetration rate with $135 for insurance density in the year 2030.