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About Guardian Group

Brand Story

Over the last 167 years, we have worn a variety of different hats, from providing hope in the British financial crisis of the mid 19th century to providing the people of Trinidad and Tobago with the benefits of life insurance during the crisis, to consolidating and localizing the Trinidad and Tobago and Barbados portfolios with that of Jamaica and finally the Dutch Caribbean. Over 165 years of continuous service throughout the entire region as our community, and providing peace of mind to customers to let them know that we are here to help take care of the things they care for.

Jeffrey Mack, Chief Executive Officer Guardian Group: “People ask me why we’re rebranding. The answer to that, I think, really lies in understanding what the core value proposition of insurance is, and really, it’s quite simple. The core value proposition of insurance is that we deliver financial peace of mind. Our customers want to know that in times of stress in their lives, whether it’s the loss of a loved one or the loss of a piece of property that the financial consequences of that loss are going to be taken care of. Now, for us to be successful, we have to be able to deliver that value proposition better than our competitors, and the best way for us to do that is to offer superior customer service at all of our touch points and we have to do that in a very efficient way and in a very caring way. Now, the key success for our group really lies in the size of our group but at the moment, we really don’t take advantage of the size of our group. We need to be able to operate as one integrated financial service organization that has a shared vision, a shared corporate culture and a shared image and that image needs to be of a large, strong, reliable and caring organization that delivers on that financial peace of mind. Operating as one team and with one vision, delivering superior customer service is how we’re best going to be successful.”

To support our new direction, we embarked on a company-wide process of rebranding starting with a revisioning of our mission and vision statements and extended the process right through to our brand image and corporate identity. For that, we engaged the design and advertising agency, Abovegroup Ogilvy.

Marlon Darbeau, Creative Director: “We began by considering the features Caribbean warmth and basic human communication. This brought us to the point where we analyzed ‘a smile”, which is a universal expression of positive energy. It was important for us to capture the energy, radiance and the brightness of this expression and its relation to what we wanted to achieve with the new identity. Exploring further, we began to look at truly Caribbean nuances of warmth, joy, happiness, ease and peace of mind. This led us to consider symbols like hammocks, sailboats, actual sails, even looking at modern architecture and how dynamic those expressions are in reality. This brought us to a critical point of convergence of all of these ideas into a one single identity.”

Value Proposition

We provide our customers with maximum accessibility and convenience through our integrated services platform and extensive distribution channels. We consistently and reliably serve our customers, building long term relationships and contributing to our communities’ growth and sustainability.

Core Values

Guardian Group’s core values are the guiding principles of the organisation’s culture that inform our interactions with every stakeholder of the organisation. The Group’s core values are aligned to our business aspirations; they represent the quality and character of our organization and reflect our leadership position in our industry.

Our core values are:


The customer is at the heart of everything we do, we are passionate about meeting and exceeding our customers’ needs and expectations.


A solid foundation of trust is necessary for an organisation to be effective, especially in today’s work environment. Our customers chose to trust us and our brand. As a company, we must live up to our promise. Trust is at the essence of the insurance promise and is rooted in everything we do. Guardian Groups’s successful business relationships are built on trust.


We uphold uprightness and ethics in all our transactions and interactions. We value our reputation and conduct our business with integrity, adhering to moral and ethical principles.


Our focus on quality is in every aspect of our business, not just our products but also our services, our operations and our people. We are committed to providing service of the highest quality, which means that we continually strive to be the best in all that we do.


To be the customer’s preferred choice in financial planning and insurance.


We shall operate as one integrated, customer-centric company – a company which sees the world through its customer’s eyes and delivers its brand promise consistently at every customer touch point.