Generali Belgium Rebrands to Athora Belgium

Generali Belgium has officially became Athora Belgium on May 31, 2019. This name change represents the final stage in the acquisition of Generali Belgium by Athora Holding as announced in April 2018.

The Athora brand came into existence at the beginning of 2018 following the spin-off from its former parent company, Athene Holding. Athora is an insurance and reinsurance group fully focused on the European market. In addition to Athora Belgium, Athora Holding has successfully acquired, integrated, and transformed two other insurance companies in Europe (Delta Lloyd Deutschland (2014) and Aegon Ireland (2018)).

Athora Belgium’s rebranding principally comprises a new legal name, company logo and website.

“Athora is a new name on the European insurance market and Athora Belgium is part of a fast-growing European insurance group. Athora has long-term ambitions in Belgium. We are determined to grow not only organically, in cooperation with our partner brokers, but also to accelerate this growth by acquiring portfolios or other insurance companies.” – Eric Viet, Chairman of the Board of Directors of Athora Belgium.

“Nothing changes for our customers except the company name. We remain a Belgian insurance company. All the existing conditions continue to apply, including the Guarantee Fund guarantee for holders of a branch 21 individual life insurance policy. We will also continue to invest in exceptional insurance products and solutions as well as in further digitization to ensure an optimal service for our customers and partners.” – Dorsan van Hecke, CEO of Athora Belgium.