Veterinary insurer AVMA GHLIT rebrands as AVMA LIFE

Photo courtesy of AVMA LIFE.AVMA Group Health Life Insurance Trust (GHLIT) has rung in the New Year with a name change, now operating as AVMA LIFE, according to a company release. The name change, as well as a new look, is the company's push to reassert itself as the  “only personal insurance network that's truly inspired by, and designed for, veterinarians.”

Beginning with the “Veterinarian Inspired Coverage” initiative, the association says the new chapter will allow AVMA LIFE to better align with how veterinarians work and live. “Although AVMA GHLIT has been offering solutions that are tailored to veterinarians for nearly 60 years, it became apparent during focus groups with current AVMA members that they want to see this unique distinction across all brand communications,” says Carolynn MacAllister, DVM, and trust chair at AVMA LIFE, in the release.

The AVMA says the change stems from the results of a yearlong research study of AVMA members that showed a preference among veterinarians for a program that is designed for, and by, veterinarians. Other findings include:

• A desire to see a new trust name that is simpler and easier to understand.

• Veterinarian-Trustees are viewed as advocates for members.

• Current plan participants feel the program delivers value because of the collective purchase power of AVMA members.

• Non-traditional veterinary professionals like the policies offered because they support their unique positions in the industry.

• Members have a strong preference for an insurance carrier that has expertise in the veterinary industry.

More information about AVMA LIFE and the policies it offers visit myavmalife.com