WOBURN, Mass.--(BUSINESS WIRE)--Sep 25, 2025--

SBLI (The Savings Bank Mutual Life Insurance Company of Massachusetts), a mutual life insurance company trusted by generations of families since 1907, today launched a refreshed evolution of its brand identity. The identity marks a renewed expression of SBLI’s mission to offer “Simply Better Life Insurance” – dependable, affordable life insurance coverage.

Updates have been made to SBLI’s visual identity, such as its logo and brand colors, as well as its voice and tone used across communications. From marketing materials to customer engagement points, the company’s external face reflects an identity that is more modern and digitally evolved, designed to make life insurance feel approachable and easy to access for customers and distribution p

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