TAL has stepped up its marketing efforts, launching a new brand platform and simplifying the way it talks about life insurance so consumers understand how products work. 

Chief customer and brand officer Alex Homer says the “life takes guts” branding is about “celebrating the strength Australians show every day as they face life’s challenges, and reinforcing that we stand with them.

“We’re focused on making every customer experience easier – giving people confidence with control.

“This means accessible products they understand, great service and, above all, genuine support and care when making a claim.”

In the simplified language used by TAL, “living insurance” means income protection, critical illness and total and permanent disability benefits after a health setback; life insurance means a lump sum after death or diagnosis with a terminal illness.