Medico's holding company will move to new, single brand identity, WellabeTM

New unified brand strategy reinforces company’s commitment to customers

DES MOINES, Iowa – American Enterprise Group, Inc. (AEG), the holding company of Medico®, announced it will rebrand to WellabeTM in June, marking a significant milestone in the company’s 94-year history. The new name, pronounced well-uh-be, comes from the phrase, “We’ll always be.” It is an extension of the company’s promise to always be here for its customers, distribution partners, communities, and each other.
“While we have seen tremendous growth over the years, it’s important to ensure our brand pays tribute to our past while evolving to meet our future needs,” said Tom Swank, CEO at AEG. “Founded on the principle of caring in 1929 by Watson Powell, Sr., I’m proud to say his caring attitude has carried on to today and will continue as we unify under our new brand, Wellabe.”
The new name, logo, brand platform, website (, and positioning strategy are designed to create greater brand visibility; showcase the company’s complete product portfolio; and ultimately, serve its customers better. Although AEG will not rename its six insurance company subsidiaries, unifying all entities under the Wellabe brand will allow AEG to capitalize on its overall size and strength with a clear and consistent message. AEG’s five American Enterprise entities, including American Enterprise Ventures, LLC, and the mutual holding company, will be renamed to Wellabe.
“Our decision to move to a new, single identity was part of a very deliberate and thoughtful process,” said Debbie DeCamp, chief marketing officer at AEG. “There is so much meaning and intention behind every aspect of Wellabe. This is more than just changing our name and logo. It’s an opportunity to differentiate ourselves in the marketplace and create an emotional connection with our customers. We have a great story to tell, and Wellabe will help us do that more effectively and efficiently.”
AEG’s first official business day as Wellabe will be June 26, 2023. While it still has the same people, same products, and same great service, the company’s rebrand will elevate its existing life and health insurance plans while creating greater unity among employees.
“Unifying under our new brand will position us for a bright future. This is an exciting time in our company’s history, and I am proud of the incredible work accomplished by our team to get us to this point,” added Swank. “We’re in a people helping people business and look forward to uniting as one team with one purpose — to empower others to be well — well prepared and well protected.”
For additional information about the Wellabe brand identity, please visit

About American Enterprise Group, Inc.
American Enterprise Group, Inc., soon to be Wellabe, has multiple insurance company subsidiaries under the American Republic®, Great Western Insurance Company (GWIC®), and Medico® brands. These companies distribute Medicare Supplement, Dental, Hospital Indemnity, Preneed, and Final Expense insurance products through various distribution channels and are licensed in 49 states, plus the District of Columbia. American Enterprise is based in Des Moines, Iowa, and employs more than 400 people.