Ameritas focuses on 'fulfilling life' with new marketing strategy

Lincoln, Neb.//September 26, 2012// Ameritas®, a national insurance and financial services company, has unveiled “fulfilling life,” a marketing strategy to help customers focus on all that is good in life by reducing their uncertainty, protecting their health and growing wealth.

“We are building on a tradition of good stewardship and financial strength through a new focus on ‘fulfilling life,’” said JoAnn Martin, Ameritas Mutual Holding Company president and CEO. “We’re in the business of creating opportunities to enjoy life at its very best. We value the trust our customers place in us and are committed to providing the best products that protect the important things in their lives,” she added.

“Our modernized logo with the ‘fulfilling life’ theme is an important step for Ameritas,” commented Martin. “This follows our decision earlier this year to leverage the Ameritas brand across our mutual holding company by building a stronger national brand with a consistent marketing and communications strategy.”

As part of the Ameritas brand enhancement, Acacia Life Insurance Company, Bethesda, Md., and The Union Central Life Insurance Company, Cincinnati, Ohio, now will be part of the Ameritas brand. The mutual holding companies of Acacia Life and Union Central Life merged with what is now Ameritas Mutual Holding Company in 1999 and 2006, respectively.

“For more than 140 years, Acacia Life and Union Central Life have been integral members of the life insurance industry, serving customers coast to coast,” said Steve Valerius, president – individual division. “We will continue to provide the products and services our customers value. We are proud of our heritage and excited about where we are headed. We will continue to fully serve Acacia Life and Union Central Life policyholders as we have in the past.”

About Ameritas
Ameritas – Ameritas Life Insurance Corp., Ameritas Life Insurance Corp. of New York, Acacia Life Insurance Company, The Union Central Life Insurance Company and affiliated companies – offers a wide range of insurance and financial products and services to individuals, families and businesses. These products and services include life insurance; annuities; individual disability income insurance; group dental, vision and hearing insurance; retirement plans; investments; mutual funds; asset management; and public finance. For more information, visit

Securities offered through Ameritas Investment Corp., member FINRA/SIPC. Ameritas is a marketing name for the subsidiaries of Ameritas Mutual Holding Company. Ameritas and the bison design are registered service marks of the Ameritas Life Insurance Corp.


Scott Stuckey, vice president – corporate communications