Generali Belgium becomes Athora Belgium

BRUSSELS, Belgium  – Generali Belgium S.A. officially became Athora Belgium S.A. on 31 May 2019. This name change represents the final stage in the acquisition of Generali Belgium by Athora Holding as announced on 18 April 2018. 

Officially, Generali Belgium S.A. has been part of Athora Holding Ltd since 2 January 2019. Today the name change to Athora Belgium S.A. establishes the fact. 

The Athora brand came into existence at the beginning of 2018 following the spin-off from its former parent company, Athene Holding Ltd. Athora is an insurance and reinsurance group fully focused on the European market. In addition to Athora Belgium, Athora Holding Ltd. has successfully acquired, integrated, and transformed two other insurance companies in Europe (Delta Lloyd Deutschland AG (2014) and Aegon Ireland plc (2018)). Athora Belgium’s rebranding principally comprises a new legal name, company logo and website.

"Athora is a new name on the European insurance market and Athora Belgium is part of a fast-growing European insurance group," explains Eric Viet, Chairman of the Board of Directors of Athora Belgium. "Athora has long-term ambitions in Belgium. We are determined to grow not only organically, in cooperation with our partner brokers, but also to accelerate this growth by acquiring portfolios or other insurance companies." 

"Nothing changes for our customers except the company name. We remain a Belgian insurance company," says Dorsan van Hecke, CEO of Athora Belgium. "All the existing conditions continue to apply, including the Guarantee Fund guarantee for holders of a branch 21 individual life insurance policy. We will also continue to invest in exceptional insurance products and solutions as well as in further digitization to ensure an optimal service for our customers and partners." 

Discover the new identity of the Athora Belgium brand on its website