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New Commercial Name and New Visual Identity for Industrial Alliance

Quebec City,

News Release

Industrial-Alliance Life Insurance Company adopts a new commercial name – Industrial Alliance Insurance and Financial Services – and modernizes its corporate image by presenting a new visual identity, which integrates the silhouette of a stylized elephant, a symbol that has been associated with the Company for several years.

“Industrial Alliance is renowned for its expertise in life and health insurance, but it has also offered savings and retirement plans for a number of years. The new commercial name reflects the evolution the Company has followed over the past few years to become what it is today: an insurance and financial services company,” declared Yvon Charest, the Company’s President and Chief Executive Officer.

Given that the elephant has been associated with the Company for a number of years and it has slowly become one of the main elements of its corporate identity, Industrial Alliance decided to integrate it into its new visual identity. A five-line pencil sketch which, forming the stylized elephant, represents the contemporary, energetic, solid, warm and trustworthy character of the Company, is now the new visual identity of Industrial Alliance Insurance and Financial Services.

Operations throughout Canada
On September 1, Industrial Alliance’s Vancouver subsidiary, North West Life, changed its name to become Industrial Alliance Pacific Insurance and Financial Services. It also adopted the stylized elephant as its new visual identity. “This change reflects the closeness that has developed between our west coast subsidiary and the parent company over the past few years and will provide the Industrial Alliance Group with greater public exposure throughout Canada,” concluded Mr. Charest.

With more than a century of experience, Industrial Alliance is a life and health insurance company that offers a wide range of insurance products and financial services. It has operations throughout Canada, either directly or through its subsidiaries, Industrial Alliance Pacific (Vancouver) and National Life of Canada (Toronto). Industrial Alliance also owns a general insurance company, Industrial Alliance Auto and Home Insurance. With over $13.5 billion in assets and funds under management, Industrial Alliance is the seventh largest life and health insurance company in Canada. Its shares are listed on the Toronto Stock Exchange and were recently included on the TSE 300, TSE 200 and S&P/TSE Canadian MidCap indices.

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Jacques Carrière
Tel.: (418) 684-5275