For nearly 60 years, we have pledged ourselves to protecting the livelihood of the veterinary community. Today’s veterinarian is more diverse and advanced than ever before. We knew that in order for us to continue to provide the level of service that meets the unique needs of this evolving profession, we needed to change alongside with you. So we conducted a yearlong research study with AVMA members to ensure that we continue to provide solutions that reflect how you work and how you live.
Veterinarians inspire us. You make us the only personal insurance network of its kind that is designed for and by veterinarians. As we begin to introduce AVMA LIFE this year, we will listen and respond to your feedback to ensure we’re always delivering coverage that’s inspired by you.
To our current trust participants: The policy that you secured through AVMA GHLIT, underwritten by New York Life Insurance Co., is not changing, and you can expect the same dedicated support you’ve grown to depend on from us.
Although AVMA GHLIT has been offering solutions that are tailored to veterinarians for nearly 60 years, it became apparent during focus groups with current AVMA members, that they want to see this unique distinction across all brand communications,
Your feedback and ideas were instrumental in shaping our new direction.
We received valuable feedback during our yearlong research study with AVMA members. What we heard from these discussions was a resounding preference for a program that is designed especially for, and by, veterinarians.
Other common perspectives that we heard include:
We knew that in order for us to act on what Trust participants were telling us, we needed to evolve how we communicate and interact with the diverse and unique veterinary population. Once we analyzed the findings from our research study, we developed a new strategic platform that reflects what AVMA members want from their personal insurance partner.
Our new brand promise reinforces the level of service current and prospective veterinarians can expect from us, while reminding them how we differentiate ourselves by offering the only personal insurance solutions that are tailored to how veterinarians work and live.
AVMA LIFE is your trusted team of experienced veterinarians and insurance experts. We deliver the most tailored and relevant personal insurance program available to veterinarians so you can always be confident you’re supported by the coverage and expertise you need as a veterinary professional.
Once we solidified our new promise, we teamed up with a branding agency to help create our new name and look.
They developed a range of concepts, all inspired by our new brand promise. We then conducted focus groups with current AVMA members at the annual convention in Boston last summer. AVMA members gave their opinions on everything from which new name they preferred to which of the new designs and messaging truly reflected our role as the only personal insurance network that’s designed for and by veterinarians.
Here’s how AVMA members responded:
You will begin to see your new AVMA LIFE literally come to life at upcoming conventions, in your mailbox and on the internet. We look forward to seeing your reactions and hearing your feedback as we enter this exciting new chapter.
As we embark on this exciting new chapter at AVMA LIFE, we will continue to support our current trust participants and more clearly show new veterinarians how unique our insurance solutions are to their life. We want to reassure our existing participants that while our name has changed, none of their coverage, such as disability or life insurance, is changing. They can continue to expect the same dedicated support and unique solutions, but with a more tailored approach that truly reflects how they live.
We’ve put together answers to the most frequently asked questions you may have regarding the new name and new look. If you’d like to learn more or have any questions, feel free to contact us at the bottom of this page.