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Press Release

F&G Shakes Up The Usually Staid Annuities And Insurance Biz With A Bold New Identity

Company Release - 3/4/2019 6:03 AM ET

DES MOINES, Iowa, March 4, 2019 /PRNewswire/ -- FGL Holdings (NYSE:FG), a leading provider of annuities and life insurance to over 700,000 Americans, today unveiled a distinctive and innovative corporate identity program highlighting the company's commitment to raise its visibility in the financial marketplace and reinforce how it stands out from competitors.

The cornerstones of this program include the decision to simplify their name from Fidelity & Guaranty Life to F&G, and introduce the tagline Experience the Power of Collaborative Thinking to underscore their truly unique close-working partnership with financial advisors, insurance agents and customers.

"At F&G, we live our brand everyday by collaborating with our distribution partners to help our policyholders plan for their future and achieve financial independence," said Chris Blunt, F&G President and Chief Executive Officer. "Our new brand conveys the commitment we have demonstrated over the past 60 years to offering great products that help hundreds of thousands of Americans to achieve their hopes and dreams."

F&G has made a commitment to introduce simplification into the complex world of annuities and insurance with streamlined messaging, agent sales materials and customer product brochures to make it even easier for customers to make more informed and competent decisions. The new system harmonizes all of these elements with an original visual voice highlighted by an attractive logo and a contemporary yellow and purple color palette.

F&G revealed the new logo and visual identity through advertising, marketing materials, social media and its website. See the F&G brand video and visit fglife.com to explore the new look and learn more about F&G. 

"We are positioning F&G for the future by building on our core strengths. Through our research, distribution partners told us how they value our collaborating with them to offer effective solutions for clients. Our new brand reflects this differentiation by being bold, clear and confident in the crowded and confusing insurance marketplace," said Diana Hickert-Hill, F&G's Senior Vice President of Marketing, Investor Relations and Communications. "Today's brand launch marks a significant milestone and the next phase of an exciting journey for F&G and our customers."

F&G retained Siegelvision, the premier brand identity and simplification firm, founded by Alan Siegel a pioneer in simplifying complex communications and author of "Simple – Conquering the Crisis of Complexity" as well as the best-selling Wall Street Journal Guides to Understanding Personal Finance. Mr. Siegel was quoted as saying: "Simplification is all about eliminating the totally unnecessary to reveal the thoroughly useful." 

About F&G

FGL Holdings—the F&G family of insurance companies—is committed to helping Americans prepare for and live comfortably in their retirement. Through its subsidiaries, F&G is a leading provider of annuity and life insurance products. FGL Holdings, domiciled in the Cayman Islands, trades on the New York Stock Exchange under the ticker symbol FG. For more information, please visit fglife.bm.

CONTACT:  Diana Hickert-Hill, Hickert-Hill@fglife.bm

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