Credit: Foyer
On Wednesday 29 April 2026, Luxembourg-based insurer Foyer unveiled its new brand positioning: "Protecting your world".
The company confirmed it is rolling out a four-language campaign as part of the brand repositioning, which it described as "an important step" in reaffirming its purpose: "to protect and support everyone who lives and does business in the Grand Duchy".
Founded more than a century ago, Foyer provides insurance services to individuals, professionals and companies in Luxembourg. It currently works with over 590 agents and serves more than 166,000 households.
According to the insurer, the new positioning reflects broader changes in Luxembourg's population and client expectations. The company said it intends to place greater emphasis on its guiding principle of protecting and supporting customers, "with closeness and humanity, at every stage of their lives".
As part of the rebrand, Foyer has replaced its long-standing Luxembourgish slogan "Einfach fir Iech do" (Simply there for you) with the English-language signature "Protecting your world". The company noted that this change aligns with the country's increasingly international population.
This repositioning builds on several recent initiatives, including: the launch of the "moov" motor insurance product for young professionals and newcomers to Luxembourg; the availability of all contracts and documents in English in the "MyFoyer" customer area; a partnership with GPA for vehicle repairs using reused parts; and the introduction of "happy pet" health insurance for dogs and cats.
Commenting on the new brand positioning, Sophie Haas, Head of Marketing and Communication at Foyer Assurances, said: "Luxembourg is a unique country, enriched by its diversity and openness. With 'Protecting your world', we are fully embracing our purpose: to be the insurer for everyone who lives here, who is building their life here and who is preparing their future here. More than a signature, it is a commitment. The commitment of an insurer which, for more than a century, has protected what matters to each person. Our employees and agents live this every day. We are very proud of that."
