Corporate News

HDI Group bundles annex products under LifeStyle Protection brand as of 2023

Effective 1.1.2023 the HDI Group is bringing together under the contemporary brand LifeStyle Protection its competencies centred around partner-focused protection solutions – so-called annex products – and embedded insurance solutions – i.e. insurance products offered as part of a purchasing process. In this context, the PB insurers – previously exclusive partners of Postbank – will also be operating on the market under this brand from January onwards along with the existing LifeStyle Protection companies. This move is prompted by the expanded cooperation between the PB insurers and Deutsche Bank Group since the start of the year, which necessitated a rebranding of the companies for licensing reasons.


LifeStyle Protection has been known in the market for years as a specialist for annex and embedded insurance solutions linked to bank products, a role in which it cooperates with numerous banks and fintechs. From January 2023 onwards the new partner Deutsche Bank Group is offering protection solutions for personal and home loans from LifeStyle Protection through its German sales channels and brands on an exclusive basis. Existing sales partnerships and customers of LifeStyle Protection will not see any changes as a consequence of the expanded group of companies.

Holm Diez, the member of HDI Deutschland's Management Board responsible for the bancassurance sector, commented: "I am really delighted to welcome Germany's largest bank as our new partner. Our bancassurance strategy is successful and demonstrates that we are the right insurance partner for banks. Not least, I am convinced that with the realignment of the LifeStyle Protection brand within our HDI Bancassurance activities we can generate even greater value added for our bank and insurtech partners. Since it was first launched LifeStyle Protection has made a name for itself with banks and fintechs alike. This has the positive effect that we are able to persuade additional cooperation partners of the strengths of HDI Bancassurance."

At the same time, the HDI Group's bancassurance sector is bundling business with annex products transacted by the previous companies Lifestyle Protection and the PB insurers under the umbrella of the LifeStyle Protection brand.


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