Announcing a new look

New Securian identity — same strong values

Introducing a new look for Securian Financial

Securian Logo

It's a brand new day here at Securian Financial.

We're excited to introduce you to our bright new look, which represents our commitment to helping you find solutions that let you focus on your most important asset: family — however you define it.

What does this change mean for you?

There's no action needed from you at this time — other than to watch for our new identity to start appearing on communications you receive from us. We will be applying our new look to our communications throughout 2018.

Along with a refreshed look, your retirement website will also get a new address. In the coming weeks, will change to During the transition period, you can use either address, as you will automatically be redirected to the correct address. When the new address officially goes live, we will provide a quick reminder on how to bookmark it for easy access in the future.

What's not changing?

We have a new look, but we're still the same company our customers have trusted to protect what they care about most for almost 140 years.

  • Our values: trust, strength, integrity, quality, respect and community. They're foundational to who we are and how we do business.
  • The ownership and structure of our company. We're not publicly traded, and we remain focused on meeting the needs of our customers, rather than shareholders.
  • The strong, highly rated companies1 that provide our products and services. The policies or contracts you have with us will continue to be issued by Minnesota Life Insurance Company, Securian Life Insurance Company and other Securian Financial subsidiary companies.

Why the change?

Securian Financial is renewing our focus on you — our customers. Our new look is fresh, modern and reflects where we're going as a brand and a company

See our brand in action

We believe your financial picture should support the everyday moments as much as the major milestones. That's why our retirement solutions give you the confidence to focus on what's truly valuable: creating memories with those who matter most.

1Minnesota Life and Securian Life are highly rated by the major independent rating agencies that analyze the financial soundness and claims-paying ability of insurance companies. For more information about the rating agencies and to see where our ratings rank relative to other ratings, please see our website at

Securian Financial is the marketing name for Securian Financial Group, Inc., and its affiliates.

DOFU 5-2018