Brand Finance: Leading Global Insurance Brands Expand by 9% in 2025

A new report from Brand Finance reveals that the collective value of the world’s top 100 insurance brands increased by 9% in 2024 compared to 2023. Notably, nine out of the ten most valuable insurance brands are set to experience growth in 2025, underscoring the resilience and evolving dynamics of the global insurance market.

Ping An Maintains Its Top Spot

For the ninth consecutive year, Ping An Insurance continues to hold the title of the most valuable insurance brand, with a stable valuation of US$33.6 billion. This consistent performance is attributed to its strong brand recognition in China and steady expansion across life, health, and property & casualty (P&C) insurance sectors. Despite facing profitability challenges in 2023, Ping An’s diversified portfolio and strategic market positioning have allowed it to maintain its leadership.

Allianz Narrows the Gap with Strategic Growth

Allianz has made significant strides by growing its brand value by 9%, reaching US$26.7 billion. The gap between Allianz and its competitors is narrowing as the company leverages its robust financial performance across various segments. Allianz’s diverse revenue streams, combined with its expansive global presence, particularly in Europe, have been pivotal in driving its brand growth. Moreover, recent initiatives to embrace digital transformation and enhance customer experience are expected to further bolster its market position.

Overcoming Challenges in a Changing Climate

Jonathan Ong, Associate Director at Brand Finance, commented on the evolving challenges in the insurance industry:

“The solid growth observed among top insurance brands is particularly impressive given the increasing hurdles these companies face. Climate change has led to more frequent and severe natural disasters, which in turn have escalated claims and losses. Many insurers have responded by withdrawing from high-risk regions, while others have implemented strategic pricing and diversified risk management to sustain stability and growth.”

This adaptive approach has not only allowed insurers to navigate immediate risks but also positioned them to capitalize on emerging opportunities, especially in rapidly expanding markets like the United States. According to the report, U.S. insurance brands now account for a quarter of the total brand value among the top 100 globally—a testament to their growing influence in the global market.

Nissay/Nippon Life: The Fastest Growing Brand

Among the insurance brands surveyed, Nissay/Nippon Life Insurance stands out as the fastest growing. Its brand value surged by an impressive 94%, reaching US$9.2 billion. This remarkable growth is driven by increased revenue, strategic expansion beyond its domestic market, and a significant acquisition in 2024—a 20% stake in the U.S.-based Corebridge Financial. This bold move not only diversifies Nissay’s market presence but also reinforces its commitment to capturing growth opportunities in new regions.

PZU and China Life: Exemplars of Brand Strength

In terms of brand strength, PZU leads with a Brand Strength Index (BSI) score of 94.4 out of 100, earning it a prestigious AAA+ rating. PZU’s success is largely due to its robust operations within its domestic market, where high brand familiarity plays a critical role. Similarly, China Life Insurance boasts an impressive AAA+ rating with a BSI score of 93.5, reflecting its strong market presence and consumer trust within China. These high scores indicate that both brands excel not only in financial metrics but also in intangible measures such as customer perception and market influence.

Expanded Insights and Future Trends

The Brand Finance report, part of its annual analysis of 6,000 of the world’s largest brands, provides comprehensive insights into the performance and strategy of insurance companies worldwide. In addition to the rankings, the report delves into key trends affecting the industry, such as digital transformation, regulatory changes, and the increasing importance of sustainability. Insurers are increasingly investing in innovative technologies like artificial intelligence and blockchain to improve underwriting processes, customer service, and claims management. These investments are expected to drive further efficiency and growth across the sector.

Moreover, the report highlights that evolving consumer expectations are prompting insurers to offer more personalized and flexible products. This shift is fueling the development of new insurance solutions tailored to meet the needs of a digitally savvy customer base. As the industry continues to evolve, brands that can effectively integrate technology with traditional insurance models are likely to capture significant market share.

The Brand Finance Insurance 100 2025 report not only underscores the impressive growth of global insurance brands but also provides a roadmap for navigating future challenges. With robust strategies centered on diversification, technological innovation, and risk management, leading insurers like Ping An, Allianz, Nissay/Nippon Life, PZU, and China Life are well-positioned to thrive amid uncertainties.

As the insurance landscape continues to adapt to the dual challenges of climate change and evolving consumer demands, the industry’s focus on strategic investments and digital advancements will be key drivers of success. For stakeholders, understanding these dynamics and embracing change can open up new avenues for growth and long-term profitability.

For more detailed insights, complete rankings, and an in-depth explanation of the methodology, the full Brand Finance Insurance 100 2025 report is available for review.