Nippon to Market Solutions as Nippon Life Benefits

Nippon Life Insurance Company of America, a provider of employee benefits solutions to U.S. companies, announced it will market its solutions under the brand, Nippon Life Benefits.

The change is part of a corporate re-branding initiative to refine the company’s value proposition to the U.S. marketplace, while continuing to highlight its relationship and legacy to Nippon Life Insurance Company of Japan, one of the world’s largest mutual life insurance companies. As part of the process, the company conducted extensive market research with brokers and agents across the country.

“Nippon Life Benefits embodies the spirit and dedication to delivering comprehensive benefits solutions designed for the well-being of both employees and employers,” said Akira Hosoda, president and CEO of the company. “The change signals to all of our clients and markets our strengthened commitment to outstanding client service, which has been the hallmark of our brand for many years.”

Nippon Life Insurance Company of America is the U.S. subsidiary of Nippon Life Insurance Company of Japan, which had assets of $483 billion and annual revenues of $66 billion in 2007. Nippon Life Insurance Company of Japan currently serves more than 230,000 corporate customers and 10 million policyholders.

Nippon Life Benefits specializes in serving small- to mid-tier companies by providing comprehensive medical, life, dental, disability, vision and prescription drug benefits. In 2008, NLI America had an “A-” AM Best rating.