American Life Launches New "Life Connected" Brand Platform

New brand reflects the company's focus on growth and establishing strong partnerships

LINCOLN, Neb., Sept. 21, 2026 /PRNewswire/ -- American Life Financial Partners, LLC (or "American Life") has announced a new brand identity, reflecting the company's continued growth, expanding national presence and ongoing commitment to relationships with policyholders, distribution partners and employees.

The new brand creates a unified identity around the principles that have long defined its business, including disciplined decision-making, strong relationships and a focus on the people and partners it serves.

This comes during a period of significant growth for American Life. In 2026 alone, the company expanded into five new states and now serves 31 states and the District of Columbia.

"American Life has been evolving over the last few years, building connections between our policyholders, employees and partners - a core value of our business - to drive better outcomes," said Georgette Nicholas, CEO of American Life. "Our new brand reflects our journey to who we are today and where we are headed into the future."

At the center of the new brand is "Life Connected," a platform built around the idea that life is shaped not by a single moment, but by the choices, relationships and experiences that connect those moments over time. The platform brings together American Life's mission, messaging and visual identity around a shared commitment to helping people navigate their financial lives with greater confidence and support. The rebrand supports American Life's long-term growth strategy by creating a consistent experience across products, distribution channels and customer touchpoints as the company expands its reach nationwide.

"Financial security is about more than a product. It's about giving people greater confidence as they plan for the moments and milestones ahead," said Tom Bumbolow, Head of Distribution and Business Development at American Life. "Life Connected reflects the belief that strong relationships drive better outcomes. Whether through financial professionals, distribution partners or our own teams, those relationships help people move forward with greater confidence. Life Connected is more than a new visual identity; it is a strategic platform designed to guide how American Life serves policyholders, supports distribution partners and grows its business in the years ahead."

About American Life

American Life puts people at the heart of financial security, building intentional connection between people, expertise, opportunity and the moments in life that matter most. Our focus on developing strong relationships drives better outcomes for policyholders, distribution partners, employees and the company as a whole. Through disciplined collaboration and a long-term perspective, we simplify complexity and build lasting confidence in retirement.

With roots dating back to 1960, American Life has evolved to meet the changing needs of the retirement market. Today, as part of Antarctica Capital, LLC, we combine deep investment expertise, disciplined risk management, and strong strategic partnerships with a leading annuity platform to help Americans retire with greater security and peace of mind.

American Life includes American Life and Security Corp.; Seneca Reinsurance Company, LLC; and 1505 Capital LLC. Insurance products are issued by, and all guarantees are backed by, American Life and Security Corp.

Media Contact:

Ryan Whittington [email protected]

Disclaimer: This press release is for informational purposes only and does not constitute an offer or solicitation to buy or sell any financial product. 

Guarantees are based on the claims paying ability of American Life & Security Corp. The product features may vary by state. Annuity products are issued by American Life & Security Corp. and are not offered in all states. Contact American Life for the most current rates, product features and processing timelines.

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SOURCE American Life