Rich Bielen of Protective Life
Rich Bielen, president and CEO of Protective Life Corp., with the company’s new logo in the background.

Rich Bielen has been with Protective Life Corp. since 1991, and in 2017, he became only the seventh CEO in the company’s 114-year history.

And it’s a huge company, with 3,600 employees, $130 million in total assets and $1 trillion of life insurance in force, he says.

“We have contracts with over 12 million customers,” he says. “When you step back and think about that, that’s almost 4% of the U.S. population that we touch on in some way, shape or form.”

Protective Life’s new logo.

Now, the company is rolling out new branding, which includes the logo that will adorn the new Protective Stadium in downtown Birmingham.

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Bielen talks about that logo, as well as the present and future of Protective Life.

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