We're sharing some news that we believe speaks to the heart of what we do at Pinnacle Life. We've been recognised in the 2025 Reader’s Digest Trusted Brand Awards, earning the title of Most Trusted Brand for Funeral Insurance in New Zealand. While our offerings have evolved, and we no longer provide funeral insurance as a standalone product, this award underscores something fundamental to us: the trust that everyday New Zealanders place in our name.

What does "Trusted Brand" really mean?

The Reader’s Digest Trusted Brand Awards aren't just handed out. They're the result of independent consumer research, with the 2025 survey conducted by Catalyst Research involving around 1800 adults right across Aotearoa. Kiwis like you were asked to share their views on brands they know and trust across 67 different areas, including insurance. Being voted as the most trusted for funeral insurance by everyday New Zealanders is a real privilege. It reinforces our belief that our commitment to making life insurance simple, affordable, and accessible is truly resonating.

Our approach may have adapted over time – for instance, while standalone funeral insurance is no longer a core product, our comprehensive life cover continues to provide vital support through an advance funeral benefit. This is designed to offer practical financial assistance during a challenging time for families. Our focus remains steadfast: to offer life insurance that is clear, affordable, and within reach for all New Zealanders.

This recognition in the Trusted Brand Awards is particularly meaningful as it coincides with Pinnacle Life also receiving the Feefo Gold Trusted Service Award this year. This award is based entirely on the direct feedback of our customers through verified reviews. We understand that trust isn't a one-off thing; it's built through consistent actions, through every promise kept, and by being a reliable support for you and your family when you need us most. We invite you to read what our customers themselves have to say about their experiences with Pineapple Life.

From all of us at Pinnacle, a sincere thank you to everyone who participated in the Trusted Brand Awards and placed their trust in us. We are incredibly proud of this recognition, and it fuels our ongoing commitment to making life insurance a simpler and more accessible part of life for all Kiwis.