MLC Life has unveiled a new brand identity, officially rebranding as Acenda as the company prepares for its next stage of growth and a merger with Resolution Life Australasia.
Developed with Richards Rose, the new name and platform were created to shift the brand beyond traditional life insurance norms and signal momentum and progress.
The rebrand comes ahead of the merger with Resolution Life Australasia, which will expand Acenda’s customer base to more than 2 million Australians.
Jane McGovern, Chief Customer and Strategy Officer for Acenda, said the launch was a key milestone in Acenda’s brand transformation.
“Acenda symbolised new beginnings, ascension and progress, while maintaining the trust of a brand that has more than 135 years of heritage,” she said.
“We have the bold ambition with this new brand to protect more Australians and their families and empower them to love an abundant life. To take life on.”
Acenda launches with a new brand platform, Take Life On, supported by a national campaign rolling out this week across multimedia, customer communications and partner engagement.
Digby Richards, CEO from Richards Rose, said: “We were very proud to partner with MLC Life to create Acenda and then the organising idea, Take Life On to help galvanise their growth ambitions across the entire business.
“Take Life On brings credible stretch to a company with exceptional trust that is expanding into new segments to become a more holistic partner for people’s retirement phase of life.”
The company says the brand aims to drive a more active relationship between Australians and their life insurer, encouraging people to prepare for retirement while working closely with advisers and superannuation funds.
Acenda has already picked up early recognition, winning Best Overall Rebrand at the 2025 Brandie Awards.