Refreshing Our Brand

Where transformation meets the future

BY CARLA CARRY June 2026

The actuarial profession and the Society of Actuaries (SOA) have long been defined by their ability to adapt, innovate and lead through change. Over the past decade at the SOA, we have expanded our global presence, enhanced our educational pathways, and reinforced our commitment to preparing actuaries to lead in a world shaped by emerging risks, accelerating technology and increasing complexity.

The SOA is in the midst of a meaningful organizational and cultural transformation focused on redefining how candidates and members experience the SOA and the profession. For years, the SOA was viewed through the lens of exams and transactions. Today, we are intentionally building something more: an organization that serves as a trusted guide, mentor and partner throughout every stage of an actuary’s journey.

As the organization transformed, it became clear that our brand needed to transform as well. With more than a decade since the last update, the brand no longer reflected who we are today or where the organization is headed. This brand refresh is not change for the sake of change; it is a deliberate realignment of our brand identity with our mission, values and future direction.

Brand is more than a logo or visual identity. It shapes how people experience us, connect with us and trust us. The SOA brand refresh is grounded in math and reflects a forward-looking, human-centered organization. It places greater emphasis on the people shaping the profession and the impact actuaries make every day.

VIDEO: THE SOA – REFRESHING OUR BRAND

A GLOBAL, FUTURE-FOCUSED ORGANIZATION

The SOA of today is markedly different from the organization it was 10 years ago. Its reach is broader, its perspective more global and its approach increasingly dynamic.

In support of our strategic plan to grow globally, the SOA has expanded its footprint and opened offices in key international hubs, including Beijing, Singapore, Dubai and Hong Kong to better serve a growing and diverse global membership. Today, more than 35% of members and nearly 45% of candidates reside outside the United States. As part of our strategy to optimize the pipeline, we are increasing awareness of the actuarial profession and attracting teens and university students through an integrated marketing campaign in seven different countries. This campaign showcases our members and candidates, sharing their love of math and the positive impact they are making in the world.

The SOA is embracing AI and emerging technologies across education, professional development, and member support. From expanding AI-focused content at major meetings to launching new programs like the AI Insights for Actuaries: A Virtual Symposium, the SOA is creating opportunities for actuaries to build the skills needed in a rapidly changing landscape. We are also exploring new ways to support candidates, including testing an AI-driven study resource for Exam P. This is just one example of how the organization is leveraging innovation to enhance learning and modernize the candidate experience.

The SOA Research Institute (SOARI) combines tried-and-true actuarial expertise with innovative research to help address evolving financial risks and societal challenges. Through objective, data-driven studies and practical tools, the SOARI provides clarity that supports informed decision-making across the industry. Harnessing peer-reviewed research, advanced analytics, and emerging technologies, the SOARI advances knowledge and helps actuaries and other stakeholders navigate and better understand a rapidly changing world and today’s most pressing risks. Research like the Emerging Risks Survey and tools such as the Longevity Illustrator exemplify the SOARI’s commitment to delivering trusted, actionable insights.

As the SOA continues advancing, a brand refresh was needed to align with this broader transformation. It signals an organization that is not reacting to change, but actively shaping what comes next.

FROM TRANSACTIONAL TO TRANSFORMATIONAL

Perhaps the most significant shift is not structural, but cultural. Historically, candidates often viewed the SOA as the place that gives exams. It was a transaction. While rigor remains a cornerstone of the credentialing process, feedback from candidates made one thing clear: They wanted more than a transactional relationship. They wanted connection, guidance and support throughout their journey.

That feedback became a catalyst.

Today, the SOA is working to redefine its relationship with candidates and members. The organization has moved from a transactional model to a transformational one. Our goal is to become a trusted ally and an organization that not only sets standards but helps candidates and members achieve them. We aim to empower businesses to grow, communities to thrive and people to enjoy peace of mind.

This idea is reflected in tangible changes across the education pathway. Enhancements to the Fellow of the Society of Actuaries (FSA) pathway have introduced greater flexibility, ensuring candidates have a more personalized approach that reflects their current role and future aspirations. More focused study materials, enhanced syllabi and new course resources provide candidates with better guidance and elevate the learning experience. Candidates focused on global markets have the option to learn or bypass detailed regulatory material, enabling them to concentrate on what matters most in their careers.

BRANDING: IT’S ALL IN THE DETAILS

Read more about the ideas behind the SOA Brand Refresh.

Operational changes at the FSA level have also improved the candidate experience. Faster grading with a four-week turnaround time, and more frequent exams give candidates greater flexibility for planning and preparing. Detailed score reports and the option to get personalized feedback for those close to passing, provide deeper insight and support. These changes reflect our ongoing efforts to respond to both candidate and employer needs while maintaining the FSA pathway’s high standards.

The SOA has also expanded its support for candidates and others interested in the actuarial profession. The free Affiliate Membership program has grown to over 50,000 members worldwide. Affiliate member benefits include access to exclusive events, like the Lunch & Learn events, programming tools, mentorship opportunities, a content library and more.

In a small profession with only about 100,000 actuaries worldwide, connections matter. By fostering community, stronger networks and shared experiences, the SOA is helping build a profession that is not only technically strong, but also collaborative and supportive.

LISTENING, LEARNING AND EVOLVING

A more human-centered approach requires more than new programs. It requires listening.

In recent years, the SOA has strengthened its commitment to transparency and dialogue. Decisions are increasingly informed by stakeholder input, market research and ongoing engagement with the SOA community. This has led to a shift from one-way communication to a more collaborative approach. Members are not just recipients of information; they are active participants in shaping key initiatives.

This change is reflected in the transition from Sections to Communities. SOA Communities were thoughtfully designed based on years of member feedback. The SOA created seven spaces for its membership, promoting greater collaboration and streamlining engagement with more intentional Communities. While changes of this scale require adjustment, strong participation in SOA Communities and positive feedback from our membership signals the value of these enhanced opportunities for connection and learning.

Across initiatives, our goal is consistent: Ensure members feel heard, understood and supported, and that their input leads to meaningful action.

BRINGING THE BRAND TO LIFE

As the SOA has transformed, our brand also needed to modernize to better align with the organization’s new direction. The brand is the heart of an organization. It’s the foundation of who we are and how we are experienced by the world. A strong brand builds trust and credibility. It creates clarity and differentiation in a crowded landscape. Most importantly, it unites us around a shared purpose.

Over the past year, we reflected on some fundamental questions. Who is the SOA? How do we want to show up for people? Think of the mentor who is there when you need guidance—who believes in you and celebrates your success—or that professor who believed in your potential. These qualities are the heart of our brand and who we aspire to be for our members, candidates and prospects.

Great brands are built from the inside out – by the people behind them and the way they think, act and work every day. At the SOA, our dedicated staff aims to live the brand in an authentic way. The brand shapes decisions, guides behaviors and reflects our shared values.

What’s new and different about this brand is that it is more human and reflects how we want to show up for our members and candidates. We support them at every step of their journey. We are approachable and welcoming.

This is reflected in our four brand personality traits.

- Human: We are empathetic, caring and genuinely people-centered.
- Future-focused: We’re always working to equip our community for tomorrow.
- Trustworthy: We uphold the highest standards of credibility and responsibility.

The SOA’s logo is the primary visual element and touchpoint for communicating our brand. The updated logo and simplified shield icon are modern and approachable while retaining the essence of the SOA.

This distinct brand pattern has clean lines and sharp angles to represent precision of actuaries.

Hand-drawn elements were created to add a human touch to actuaries’ work.

Committed: We are unwaveringly dedicated because we love what we do and who we do it for.

Our mentor mindset shapes not only what we say but how we say it. We have shifted to a warmer and more personal tone and voice. Our goal is to be helpful and welcoming. We communicate in a way that is simple, succinct and straightforward, respecting your time and focusing on what matters.

Every element of our new brand was built thoughtfully and intentionally—to be more human and welcoming while rooted in math.

Our logo is now more modern and approachable while retaining the essence of the SOA. Our logotype features a new geometric typeface with customized angles and uses lowercase letters for a more open appearance. The simplified shield icon represents the intersection of three concentric circles and upholds the mathematical roots of the brand. Our new brand uses distinctive design elements to create a look that is uniquely ours. Our unique grid pattern is rooted in geometry and represents mathematical forms and devices. We created hand-drawn elements to provide a more human touch to the work of actuaries.

A MILESTONE AND A BEGINNING

Our brand refresh signifies both a milestone and a starting point. It represents an organization that has listened, learned and adapted, as well as one that is committed to continuing that journey. More than a visual update, it reinforces the organization’s future direction. As the actuarial profession continues to redefine itself, the refreshed brand positions the SOA as a champion and dedicated voice for the profession for years to come.

Carla Carry is the Managing Director of Marketing and Communications for the Society of Actuaries.

Statements of fact and opinions expressed herein are those of the individual authors and are not necessarily those of the Society of Actuaries or the respective authors’ employers.