Acenda has unveiled its new brand platform, ‘Take Life On’, focusing on its mission to empower Australians to live life with confidence.

The launch of the new platform is a key milestone in Acenda’s brand transformation and reflects its bold ambition to protect more Australians and their families.

The ‘Take Life On’ campaign is being rolled out across Australia, including advertising, digital channels and media and can be viewed here.

It was announced last December that MLC Life would merge with Resolution Life Australasia to form Acenda, one of Australia’s biggest life insurers.

Jane McGovern, Chief Customer and Strategy Officer for Acenda, said the `Take Life On’ campaign capped off a two-year transformation, moving the business from Australia’s iconic MLC brand to become Acenda.

“We have undertaken research to find out what resonates with Australians. Acenda symbolises new beginnings, ascension and progress, while maintaining the trust of a brand that has more than 135 years of pedigree and heritage,” she said. 

“Our rebrand to Acenda is about more than just a new name and a tagline. It’s about creating a brand that supports our organisation’s bold growth ambitions and reignites a very traditional category to sit up and pay attention.”

The ‘Take Life On’ campaign, developed in conjunction with ad agency Richards Rose, encourages Australians to live life with confidence, knowing they are protected by a strong and trusted company.

“We have the bold ambition with this new brand to protect more Australians and their families and empower them to live an abundant life. To take life on,” Ms McGovern said.

Acenda was recently named Best Overall Winner – Best Rebrand at the 2025 Brandie Awards, hosted by Intelligence Bank.