Great-West Financial® emphasizes leadership position with new brand identity

New look highlights innovation, retirement income focus and long history of trusted commitment to customers and partners

GREENWOOD VILLAGE, Colo., September 30, 2015 — Great-West Financial® on Wednesday launched a new brand identity that underscores the company’s position as a trusted life insurance and executive benefits provider, asset manager and market leader offering retirement income solutions to meet the needs of customers who are living longer and more productive lives.

The new Great-West brand identity highlights the company’s history of strength and stability and combines it with innovative financial solutions that provide for lifetime income in retirement. The company’s new visual identity — exemplified in a new logo unveiled Wednesday — signifies Great-West’s position as a trusted guide to help those seeking direction in their financial decision-making. The new badge evokes the image of a compass and represents a vision of promise, progress, new horizons and independence.

To communicate the new visual identity and to elevate the company’s visibility, Great-West will launch a new advertising, digital, social media and print marketing campaign later this month.

In discussing the brand announcement, Great-West Financial president and CEO Robert Reynolds said, “Great-West Financial has established itself as a forward-thinking financial leader providing innovative offerings that help millions of Americans build a solid foundation on which to build their future.”

Reynolds explained that a focus on providing solutions that create income in retirement is essential to the needs of customers who want to enjoy life after they have moved on from their working years.

“We want the marketplace to understand the many dimensions — but singular focus — of our work to address the long-term financial goals of our customers,” he said.

Bob Shaw, president of individual markets for Great-West, said: “This new visual identity represents a brand personality that aligns with our commitment to brokers, distribution partners, advisors and clients. We are both a thought leader and trusted provider in the markets we serve. This new identity is really aimed at communicating that value to these key audiences."

Beginning in October, Great West will begin an extensive marketing and communications campaign that will help elevate the renewed brand via multiple channels. The campaign will include print and digital advertising in financial services and industry trade publications, the development of a social media platform for Great-West via Twitter and LinkedIn, and direct, point-to-point outreach to stakeholders. The company also unveiled a completely new website Wednesday. It features a state-of-the-art user interface that clearly communicates the company’s value proposition, highlights its innovative financial solutions and enhances the way clients and prospects can engage with Great-West.

Each element of the new brand and visual identity highlights a strategic focus to set new standards with leading financial solutions within Great-West’s core businesses. Simultaneously, Great-West is actively reaffirming its long-term experience and steadfast commitment to its customer base.

“We believe our new brand represents our commitment to helping millions of Americans secure their financial futures through innovative products and services,” said Stephen Jenks, head of marketing for Great-West. “It is our goal to leverage the solid brand equity Great-West has developed over the last century and refresh our identity to best serve our customers for the next century — and beyond.”

Established nearly 125 years ago, Great West Financial manages a total of $465 billion in assets for 7.9 million retirement, insurance and annuity customers.1 Great-West Financial is also the No. 2 underwriter of life insurance sold through banks2 and No.3 in bank-owned life insurance sales.3 Empower Retirement, Great-West Financial’s retirement arm, is the nation’s second-largest retirement plan record keeper by total participants.

1As of June 30, 2015
2BISRA Life Report, Fourth Quarter 2014, based on total premiums at Dec. 31, 2014
3IBIS Associates, 2014

About Great-West Financial

Great-West Financial® is a registered mark of Great-West Life & Annuity Insurance Company (GWL&A). It is an indirect, wholly owned subsidiary of Great-West Lifeco Inc. and “A Member of the Power Financial Corporation Group of Companies” ®.

Great-West Financial® refers to products and services provided by Great-West Life & Annuity Insurance Company (GWL&A), Corporate Headquarters: Greenwood Village, CO, its subsidiaries and affiliates. Data on insurance and recordkeeping reflects consolidated information from GWL&A and its subsidiaries. The trademarks, logos, and registered marks used are owned by GWL&A. “A Member of the Power Financial Corporation Group of Companies” is the registered mark of Power Corporation of Canada.

Media Contact:

Stephen Gawlik – Office: 303-737-0899; Cell: 617-417-4408