SulAmérica

Mission, Vision and Values

Mission

Assure financial protection and tranquility to our customers, in a unique experience of agility, confidence and transparency.

Vision

Until 2012, to become the preferred company to both customers and brokers, in its main markets, being among the most profitable.

Values

1. We always focus on the best results
2. We carry out what we promise
3. We are accessible and dynamic
4. Vocation for serving
5. We value the employees and teamwork
6. We are committed to sustainability

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Business Strategy

- Offer a wide portfolio of products and services, using innovation and advanced subscription intelligence.

- Establish a unique relationship with customers and brokers, based on agility, confidence and transparency.

- Improve cross sales.

- Have an efficient operational model.

- Invest in human capital and technology.

- Explore the SulAmérica brand strength.

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Competitive Advantages

SulAmérica’s main competitive advantages are:

Solid reputation and brand recognition. SulAmérica began operating in the Brazilian insurance market in 1895 and believes that the "SulAmérica" brand is one of the first choices that consumers consider when deciding to purchase insurance and private pension products, given that it is one of the best known and respected insurance brands in the Brazilian insurance industry, thanks to its continuous quest for improvement and its history of excellence, quality and efficiency in client service, as well as its strong focus on client needs. In addition, the Company believes that the reputation of its brand enhances its marketing efforts by giving it a competitive edge to continue building relationships with its clients, brokers and distributors.

Leadership in the Brazilian insurance industry and substantially improved operating performance. SulAmérica believes that its leadership position in the Brazilian insurance industry and its substantially improved operating performance in recent years allow it to compete more effectively in an increasingly consolidated insurance market. SulAmérica is one of the market leaders in all of its principal insurance business lines. The Company completed an impressive turnaround in its operating performance, mainly through a thorough review of its operating costs, a continuous improvement of its underwriting policies, cancellation or non-renewal of unprofitable insurance policies, and the growth in its reserves.

A multiline insurance business supported by high-quality products and services. SulAmérica offers a wide range of high-quality products and services in various insurance business lines. The Company’s presence in all principal segments of the Brazilian insurance industry allows it to tap a variety of different markets and client segments and capitalize on a wide array of cross-selling opportunities. Based on client surveys, SulAmérica believes that its claims-handling process is one of the most quickest and reliable in the market, without compromising the effectiveness of its fraud detection and prevention systems. In the private healthcare business, SulAmérica believes that its carefully selected network of preferred healthcare service providers, or provider network, is one of the most reputable in Brazil, while its preventive services enhance the benefits packages that it offers to its corporate clients, which together with its award-winning contact center contributes to high client retention rates, as well as their overall satisfaction. In auto insurance, SulAmérica offers a wide array of value-added services, including its award-winning 24-hour roadside assistance services. SulAmérica believes that its high-quality products and services allow it to obtain increased margins and achieve high levels of client satisfaction.

Nationwide coverage supported by solid relationships with independent insurance brokers. SulAmérica distributes its products throughout Brazil mainly by means of a nationwide network of approximately 26,596 active brokers, who are supported by its 15 branches and 56 sales offices in the principal cities. The Company maintains strong relationships with these brokers through its competitive commission structure, continuous training and marketing support, efficient claims-handling services and extensive operating support. The Company’s broker network was responsible for approximately 81.1% of its sales in the first half of 2008, representing its principal distribution channel.

Successful joint ventures and strategic alliances. SulAmérica also conducts a substantial part of its insurance-related business through joint ventures and strategic alliances with major Brazilian financial institutions, such as Banco do Brasil, Nossa Caixa, HSBC Bank, Banco Safra and Citibank. In May 2006, SulAmérica entered into an agreement with Axa, a company active in the European property and casualty insurance business and which is part of Axa, a French insurance group. According to the agreement, Axa will refer SulAmérica to its global clients with operations in Brazil as its preferred local insurance company. SulAmérica believes that these strategic alliances and joint ventures create synergies for its businesses, expand its distribution channels, increase its market penetration and consolidate its leadership in the Brazilian insurance market.

Modern information technology systems and comprehensive database. SulAmérica possesses a substantial client database, which includes client profile information, their insurance purchases and other aspects of their relationship with the Company, and is supported by modern information technology systems and proprietary statistical models to analyze this data. The efficient use of this database provides the Company with superior client knowledge enabling it to retain more clients and improve its identification of cross-selling and up-selling opportunities.

Experienced and qualified management. SulAmérica’s management consists of highly qualified professionals with recognized expertise in Brazil’s insurance, private pension and asset management sectors, diversified professional backgrounds and complementary skills. With an average of ten years of experience in the insurance industry, the Company’s management team has been contributing continuously to the improvement of its operating performance and is well qualified to implement its business strategy.