After celebrating 125 years of commitment to our customers and communities in 2017, Security Benefit decided to pave the way for the next 125 years with a brand refresh.
As we continue to grow and update products and services, we want our brand to best reflect why we exist, what we believe in, and where we’re headed. This is why the core of Security Benefit's brand refresh is based on a handshake between the original Knights and Ladies of Security in 1892 with an enduring belief that everyone deserves the opportunity to achieve financial security. A belief that has driven decades of focus on the retirement market and will continue to be our path for the future.
Our mark creates an S from two interlocking hands — in tribute to that original handshake, a symbol of the value we place on our myriad partnerships and our abiding promise to help our clients To and Through Retirement®.
The goal of our brand refresh was refinement, not reinvention. Since 1892, our core values of strength, innovation, and excellence have defined and distinguished us. We were one of the first organizations to offer life insurance to both men and women regardless of wealth. Our founders also had a strong philanthropic commitment, striving to improve not only the well-being of individuals but communities too. It’s a legacy we’re proud of and determined to preserve.
We look forward to celebrating this next chapter in our history with you and look forward to the stories to come.