Gerber Life unveils new brand identity

Gerber Life  has launched a rebrand, introducing a new logo, website, and visual identity focused on serving families across multiple life stages.

The updated website replaces the insurer’s previous product-centric design—which prominently featured its Grow-Up Plan for children—with broader messaging centered on family financial security. The new homepage highlights life insurance solutions for different generations and introduces a guided “Begin quiz” experience to help visitors find suitable coverage.

The rebrand comes nearly eight years after Western & Southern agreed to acquire Gerber Life from Nestlé for $1.55 billion. The transaction included a long-term license to use the Gerber Life brand and intellectual property in connection with financial services.

Founded in 1967, Gerber Life has long been associated with life insurance products for children and middle-income families. Today, it remains one of the largest direct-to-consumer life insurers in the U.S. In LIMRA’s 2025 whole life sales rankings, Gerber Life ranked 17th by annualized premium and sixth by policy count, with 165,921 new policies sold during the year.