Continental Group marks 30th anniversary with a fresh look

Thirty years after it first opened its doors, the Continental Group is entering its fourth decade with a fresh look and a louder voice. The DIFC-licensed financial services and insurance intermediary is marking this milestone with a series of initiatives that reflect its evolution over three decades - starting with a refreshed brand identity, wider employee recognition programs, an increased dedication to community outreach, and a commitment to doing even more for clients by giving them access to the world’s most progressive solutions.

The company has unveiled a modernised brand identity to symbolise the next chapter of its journey. While the essence of its founding principles - integrity, insight, and innovation - remains unchanged, the refreshed visual identity introduces a more contemporary palette and design language, reflecting Continental’s renewed focus on clarity, transparency, and future-forward thinking. Internally, the new branding has been rolled out across digital platforms, communications, and client-facing materials, reinforcing a consistent message across every touchpoint.

“As we turn 30, we are looking ahead with purpose,” said Ashok Sardana, Founder & Managing Director, Continental Group. “This new brand identity reflects who we are today. Experienced but evolving, trusted yet forward-looking. It’s a celebration of our past, but also a signal to our clients and partners that we’re ready for what’s next.”

Among the key highlights of the 30-year celebrations is an expanded recognition programme. Traditionally focused on the top ten performers, this year’s initiative will widen its scope to acknowledge excellence across departments, roles, and regions. From advisory and operations to client service and innovation,

“Growth is only meaningful when it includes people. This milestone is as much about our team as it is about our numbers,” said Akshay Sardana, SEO, CFS DIFC Limited. “Our advisors, operations teams, and support staff have been the foundation of our success - and our anniversary recognitions reflect that.”

In keeping with its longstanding commitment to social responsibility, the Continental Group also used the occasion to amplify its outreach efforts during Ramadan. While previous years have seen meal distributions and community walks, this year’s activities included financial literacy sessions designed specifically for women, led by Continental’s female advisors. The sessions focused on practical tools for financial independence for working women.

A formal event later this year will bring together clients, partners, employees, and community leaders to commemorate the 30-year journey. The celebration will serve as a platform to revisit milestones, honour long-serving employees, and unveil future initiatives as the Group moves into a new phase of growth.

Continental’s three-decade journey has been underpinned by consistent performance across market cycles. In 2024, the company recorded a 26% growth in premiums, rising from $98 million to $124 million. It also added $800 million in life coverage, bringing the total to nearly $6.9 billion under management. Claims worth $7.4 million were processed during the year - supporting clients through moments of unexpected need and reaffirming the Group’s core promise: to protect and provide.