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Our Brand

We at Protective are excited to introduce our new brand.

This new brand is a fresh, vibrant representation of who we are and what we do. As always, we help consumers understand the importance of F&I products in their lives while bringing solutions to dealers to help grow their profitability.

Rest assured, we are still the same reliable asset protection provider you have come to trust over the years – now with a new look and even greater sensibility to serving our customers. Our commitment to providing great products and services remains our top priority.

We invite you to read more about our new brand and what it means. Should you have any questions, please feel free to contact us.

Protect Tomorrow. Embrace Today.™

At Protective Asset Protection, we are committed to tearing down barriers that prevent people from enjoying the peace of mind that comes from protecting their tomorrows so they can embrace today.

Our protection plans help customers with out-of-pocket expenses to repair their cars, boats, RVs, motorcycles or other valuable assets. GAP protection helps shelter customers from a total loss from theft or an accident. Our credit products provide security when customers encounter tragic losses during the term of their auto loans.

Our new logo is a visual representation of our promise to our customers to protect tomorrow so that they can embrace today. We are in the protecting business. Our brand is a way to represent the importance of our relationships with consumers while continuing to focus on great customer care and simple product education.

At Protective Asset Protection our vision is to be the most respected global market leader of consumer asset protection products.

Our Values

Four core values guide us in all that we do:

Do the Right Thing

We say what we mean, do what we say and stand behind what we do.

Serve People

We serve by leading people to the right solutions and always treat others as we would like to be treated.

Build Trust

We build relationships on trust by listening, understanding what people need and caring in order to earn trust.

Simplify Everything

We relentlessly tear down the walls of complexity – by using common sense and communicating clearly to streamline, clarify and simplify everything we do.

Now, more than ever, people of all ages need the peace mind and satisfaction that comes from our products. By aligning our new brand to address these core values we are committed to drive more value and profitability to your dealership.


We felt now was a good time to refresh our brand so that it better reflects our focus on our customers, while providing a more modern and humanizing brand vision. We have not changed who we are or what we stand for – we are simply working to better represent Protective to our customers and the world.

We hope it means that you enjoy our new brand and feel that it represents what we do and who we are. However, there is very little change for our dealers. While you will see our communications materials change over time, no changes with the new brand will affect your relationship with our company or products.
We are the same company that you have known and done business with – now with a more refined purpose to better represent what we do and who we are. Over time, you will begin to see the new logo appear on commonly used materials. You will also see our new brand introduced to a larger audience through our communication and marketing efforts. We remain committed to positively affecting your success and the relationship you already enjoy with our products and services.

Protective Asset Protection will continue to support you. We appreciate the value you bring to dealer customers. We remain committed to positively affecting your success and the relationship you already enjoy with our products and services. Over time, you will see our forms and materials change. You will also begin to see the new logo appear on commonly used materials. Our new brand will be introduced to a larger audience through various marketing and communications efforts.

Protective is not changing its core values. We are better defining them. Our core values represent and embody the strengths of our company. By better defining these core values and placing them at the “center” of our new brand we are reminded of their importance on a regular basis

If you have any further questions about the new Protective brand please visit our

Contact Us page to submit your question. 

© 2017 Protective Life Corporation