Voice
Our brand voice is key to our company’s identity. It's reflected both in what we say and what we do. It’s embodied in the words we write, the images we choose and the way we behave across all interactions and touchpoints, no matter how small.
Brand Voice
Mission Statement
We help people turn their aspirations into reality.
Vision Statement
Every day we will strive to improve the financial lives of more and more people, backed by the passion of our team and grounded in a culture of mutual respect.
Cultural Values
Values are those intangible characteristics that embody our culture. They capture what makes us appealing both internally and externally. These values inform team member behavior, reminding them of how they should represent our brand when interacting internally, with our partners and in the community.
Collaborative
We believe in the power of partnerships to create the absolute best value.
Authentic
We are transparent about the decisions we make. We speak our mind and deliver on our commitments.
Inclusive
We strive to create a sense of belonging where every team member is valued, respected and celebrated for who they are.
Dynamic
We encourage innovation and creativity to drive continuous growth and improvement.
Empowered
We promote accountability, trust and inclusiveness, enabling each individual to make an impact.
F&G’s value propositions. These statements solidify how we’re different and why key stakeholders should engage with us.
For internal communications
The positioning informs team members' understanding of our identity and the space we occupy within the market.
Value proposition:
"At F&G we are committed to providing our team members purposeful work with opportunities to develop, a flexible, supportive environment, an inclusive, engaged community and comprehensive benefits. We are guided by our values to deliver for our customers, partners and each other as we help more and more people improve their financial lives. Join us!"
For distributors
Value proposition:
"Empowering you to deliver promises that protect & provide."
These attributes guide how to express our identity in external communications, ensuring consistency. Not to be confused with brand values, voice attributes are specifically focused on delivering the right tone and attitude across all communication touchpoints. F&G’s voice is conversational and personable with the following attributes:
Clear
{not jargony}
Friendly
{not distant}
Optimistic
{not negative}
Inclusive
{not standoffish}
Grounded
{not abstract}
Eye-to-eye
{not condescending}
Confident
{not arrogant}
Our story. The narrative is both definitive and aspirational and will enable the organization to envision the direction of its identity. Though pieces of the brand narrative may be recycled for usage in external communications, the narrative is primarily a tool for internal usage that “brings to life” the brand positioning, values and voice attributes for all team members.
Established in 1959, F&G is headquartered in Des Moines, Iowa, and offers unique life insurance and annuity solutions to meet individual financial security needs through a national network of financial professionals. Our products have protected over 1,000,000 people across the United States. F&G’s team members believe in the power of partnerships, encourage innovation and creativity, and are transparent about decisions while delivering on their commitments. These values allow F&G to help turn our customers’ aspirations into reality.
We are a part of the Fidelity National Financial (NYSE: FNF) family of companies."