July 8, 2025 – Adir Insurance has unveiled its new brand identity under the tagline “Adir, your plan A” during a press conference held at The Silk Factory in Fidar. The event welcomed political, economic, social, and media figures, along shareholders with strategic partners. This milestone marks a major turning point for the company, representing a qualitative leap that reflects a more modern spirit built on trust, innovation, and unwavering commitment.
On the occasion, Walid Genadry, Chairman of Adir Insurance, emphasized that the company embodies a strong alliance between Byblos Bank Group, one of Lebanon’s prominent Groups, and BPCE Assurances (Natixis Assurances), the insurance and financial arm of BPCE Group, France’s second-largest banking group.
“At Adir, we don’t just offer insurance policies, we build partnerships. For over 40 years, our work has been rooted in core values: integrity, exceptional customer service, excellence, and long-term commitment. Our ultimate goal is to earn your trust.
Because we believe peace of mind is not a luxury, but a right and because we don’t believe in backup plans, only in first choices. We chose our new identity to carry the tagline: ‘Adir, your plan A’.
The new identity reflects Adir’s strategic vision and reaffirms its commitment to serving clients transparently while providing all necessary solutions to meet their needs and aspirations. Its strategic priorities include excellence, customer-centricity, a distinguished team, and growth through investment. The company remains committed to continuously improving its services, offering cutting-edge technologies, and achieving optimal results efficiently. It also places high importance on supporting human capital and investing in innovation, leaving a positive impact on society.
The CEO Antoine Issa presented a comprehensive overview of Adir’s journey, from its founding to its forward-looking, progressive future. He announced that this event marks the celebration of a new chapter in the company’s story, after having built a rich legacy in delivering smart, realistic, and competitive insurance solutions for individuals, SMEs, and large enterprises nationwide in all Line of Business. These include health and life insurance, savings plans, and the protection of personal and corporate assets.
Mr. Issa stressed that this transformation goes beyond visual identity, it is a bold reaffirmation of Adir’s mission:
“To stand by your side committed to insure what matters most to you. Our employees are our greatest asset, and our community is at the heart of our mission. That’s why we don’t just adapt to change, we lead it!” He also expressed that the Adir of tomorrow is: modern, trustworthy, human-centered, and always customer centric. Because when peace of mind is a priority, there’s no need for a backup plan… just a partner. And Adir is committed to be that partner. That’s why Adir will always be a Plan A.
The press conference was followed by a cocktail reception and a special artistic performance by musician Joseph Rouhana and a group of talented instrumentalists.
About Adir Insurance:
Adir Insurance is a trusted and reputable company with over 40 years of experience, dedicated to protecting what matters most to its clients, partners, and employees.
We offer customer-centric insurance solutions through a broad range of initiatives, plans, and competitively designed options, all grounded in our core values: commitment, integrity, excellence, and trust.
Driven by our mission “to stand by your side and protect what’s valuable to you,” and our vision for sustainable, profitable growth, Adir is a long-term strategic partner for individuals, families, and institutions alike.
Adir goes beyond insurance. It fosters a culture of professional development and employee satisfaction while contributing to the well-being of the communities it serves.
When it comes to protecting our clients, we don’t believe in backup plans. We are your primary partner in peace of mind.
That’s why Adir Insurance will always be: Your Plan A.