PertaLife Insurance: Tugu Mandiri’s Rebranding Journey
In a significant industry move, PT Perta Life Insurance, a national life insurance company in Indonesia previously known as PT Asuransi Jiwa Tugu Mandiri, has officially rebranded itself. The company, established on June 28, 1985, now operates under the new name and logo approved by various regulatory bodies.
The rebranding process was formalized through PKR No. 23 of the Extraordinary General Meeting on November 24, 2021, approval from the Ministry of Law and Human Rights (Kemenkumham) with No. AHU – 0067923.AH.01.02.Year 2021 on November 29, 2021, and endorsement from the Financial Services Authority (OJK) with No. Kep-881/NB.11/2021 on December 28, 2021.
Ownership Structure and Motivation
PT Perta Life Insurance is owned by Dana Pensiun Pertamina (71.39%), PT Timah Tbk (27.83%), and the Ministry of Finance (8.78%). The company’s driving force, encapsulated in the motto “Care, Commit, Agile,” fuels its mission to promote insurance literacy by offering a diverse range of protection products. These include life insurance, health insurance, unit links, severance programs, and the Pension Fund Program (DPLK).
Market Presence and Commitment to Excellence
These products are marketed through reliable distribution channels such as Captive, Corporate, Agency, and DPLK, making them popular choices among the Indonesian populace. PertaLife Insurance is dedicated to enhancing service quality and product innovation to meet customer needs.
The company achieves this by undergoing a comprehensive transformation of human resources, products, and business processes. The primary goal is to improve financial performance and establish a healthier business environment. This transformation involves implementing a productive performance culture, optimizing products through portfolio restructuring, and enhancing governance, including the integration of information technology controls.
As PertaLife Insurance embarks on this rebranding journey, it underscores its commitment to serving its customers better and fostering a more robust business landscape in the insurance sector. With a rich history and a renewed focus on innovation and customer-centric strategies, the company is poised to make a significant impact in the industry.
**Keywords: PertaLife Insurance, rebranding, Indonesia, insurance, transformation**
