Returning to what matters most

For more than 100 years, Foyer has supported individuals, professionals and businesses in Luxembourg. Deeply rooted in the country’s economic and social fabric, the insurer has always placed human relationships at the heart of its business. Its network of more than 590 agents, its family-business culture and its long-term commitment have made it a trusted brand for more than 166,000 households.
In recent years, Luxembourg has changed profoundly, as have the expectations of its residents. In this context, Foyer is stating more clearly what has always guided its actions: to protect and support its customers, with closeness and humanity, at every stage of their lives.

“Protecting your world”: a conviction, not just a tagline

The historic Luxembourgish signature, “Einfach fir Iech do”, is giving way to a new brand promise: “Protecting your world”. The choice of an English signature reflects Foyer’s growing openness to the diversity of the Grand Duchy’s population, where more than 170 nationalities now live side by side.
“Protecting your world” is far more than a change of slogan. It is a conviction. The conviction that behind every policy, there is a life, a project, a family, a business, important moments, sometimes fragile ones. This mindset guides Foyer’s employees and agents every day. Closeness, trust and support are not just words, but commitments lived out every day.

A positioning rooted in tangible momentum

This repositioning builds on recent initiatives that illustrate Foyer’s growing openness: the launch of moov, a motor insurance offer designed for young professionals and newcomers to Luxembourg; the availability of all contracts and documents in English in the MyFoyer customer area; the pioneering partnership with GPA for vehicle repairs using reused parts; and happy pet, the new health insurance for dogs and cats.
With “Protecting your world”, Foyer is giving this evolution a clear framework and coherence, fully anchoring it in its brand identity.

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.

Sophie Haas, Head of Marketing and Communication, Foyer Assurances