- Respect for all people
- Unquestionable integrity
- Excellence in everything we do
- Speed in servicing
- We will be the premier life insurance company in Bangladesh
- We will serve our customers with respect and will provide the best solution for their needs.
- We will be a Company with qualified professionals who will work together as a team and serve with dignity and the highest level of integrity. We believe in excellence and will continuously improve our service and will obtain the loyalty of our customers with service beyond their expectations.
- Adding Value" will be the operative words of our organization.
- Provide financial security to our customers with insurance policies that are most suitable for them.
- Make life insurance an easy saving instrument and a profitable one with attractive bonus and improved customer service.
- Collect small savings from the people of our country and invest the accumulated savings in profitable nation building enterprises.