What are Mission Vision & Core Values of Manulife Company?

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What are the Mission, Vision, and Core Values of the Company?

Mission and vision statements are crucial strategic foundations for any business, articulating its purpose and guiding its direction. These elements are not just declarations; they act as a compass for all business decisions. The company, a global financial services group, holds a significant position in the insurance, wealth, and asset management industries.

Serving over 36 million customers worldwide, the company reported robust financial performance in 2024, with core earnings reaching $7.2 billion. Its mission, vision, and core values are integral to its success, driving strategic initiatives and fostering a distinctive corporate culture. For a deeper dive into its external factors, consider reading the Manulife PESTEL Analysis.

The Manulife mission statement centers on empowering individuals, groups, and institutions globally. It aims to simplify complex financial choices and enhance quality of life through accessible insurance, wealth, and asset management solutions. This customer-centric approach is evident in their operations across Canada, Asia, Europe, and the US.

Customer Focus

Manulife's purpose is to simplify financial decisions for a better life.

Global Reach

Operating as Manulife and John Hancock, they serve diverse markets.

Product Range

Offerings include life insurance, retirement, and investment products.

Digital Transformation

Over $600 million in benefits from digital investments by 2024.

Strategic Partnerships

Renewed CENTUM partnership in August 2025 enhances customer access.

Value Proposition

Simplifying complex financial decisions for enhanced quality of life.

The Manulife mission statement emphasizes making decisions easier and lives better for its customers. This customer-centric approach targets individuals, groups, and institutions globally, offering financial advice, insurance, and wealth management solutions. Manulife's core products include life insurance, retirement solutions, and investment products. The company operates globally as Manulife across Canada, Asia, and Europe, and as John Hancock in the United States. Its unique value proposition lies in simplifying complex financial decisions and improving customer lives through accessible, reliable solutions. This mission is supported by significant investments in digital transformation, yielding over $600 million in benefits by 2024, and strategic partnerships like the renewed agreement with CENTUM in August 2025, providing simplified access to mortgage protection plans. For more on the company's background, explore the Brief History of Manulife.

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This Manulife vision statement emphasizes global leadership in financial services. It focuses on professionalism, reliability, trustworthiness, and forward-thinking solutions for clients' key financial decisions. The vision aims for industry disruption, particularly in the longevity economy and digital transformation, aligning with Manulife's strategic initiatives and strong financial performance. The company's core earnings of $7.2 billion in 2024 and $1.8 billion in Q1 2025 support these ambitious goals, demonstrating a clear path towards becoming a digital, customer-centric leader.

Manulife Mission Statement

Manulife's mission is to help people make decisions easier and lives better. This Manulife mission statement guides its operations and customer interactions.

Manulife Core Values

The Manulife core values include acting with integrity, demonstrating courage, being curious, and sharing expertise. These values shape the Manulife company culture.

Customer-Centric Approach

Manulife's commitment to its customers mission is evident in its focus on providing reliable and trustworthy solutions, enhancing financial well-being.

Digital Transformation

Manulife's vision for the future of insurance involves significant investment in AI and digital tools, with over 75% of its workforce engaged with GenAI tools by Q1 2025.

Global Reach

The Manulife vision statement for global reach aims to be the most professional financial services organization worldwide, expanding its influence.

Employee Engagement

Manulife core values and employee engagement are intertwined, fostering a culture where employees are encouraged to be curious and share expertise.

Manulife's vision is to be the most professional financial services organization globally, offering strong, reliable, trustworthy, and forward-thinking solutions for clients' most significant financial decisions. This Manulife vision statement is future-oriented, aspiring to global leadership by emphasizing professionalism and innovation. The company's strategic initiatives, including significant investments in AI and digital tools, with 43 GenAI use cases in production by Q1 2025, support its long-term market leadership ambitions. For more details on how the company generates revenue, explore the Revenue Streams & Business Model of Manulife.

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The Manulife core values are fundamental to its operational framework, guiding its strategic decisions and daily interactions. These values shape the company's culture, influencing how it serves customers, engages employees, and contributes to communities.

Manulife's corporate culture and business practices are guided by six core values that differentiate it from competitors and shape its unique identity: Obsess about customers, Do the right thing, Think big, Get it done together, Own it, and Share our humanity.

Obsess About Customers

This Manulife core value emphasizes anticipating customer needs and exceeding expectations. It drives product development, such as Manulife Vitality, which incentivizes healthier lifestyles, and focuses on simplifying complex financial decisions, contributing to over $600 million in digital transformation benefits in 2024.

Do the Right Thing

This Manulife company value highlights integrity and commitment, evident in adherence to strong standards of conduct and ESG factors, as detailed in its 2024 Sustainability Report. The company's Responsible AI Principles, introduced in 2024, ensure ethical and transparent AI development.

Think Big

This Manulife core value encourages innovation and a belief in possibilities, seeking better ways to operate. This is reflected in strategic partnerships, such as the one with Uplink and MIT AgeLab, which includes a $500,000 annual innovation challenge, and multi-billion-dollar investments in cloud-based data and AI platforms.

Get It Done Together

This Manulife company value underscores teamwork and collaboration, fostering a supportive culture where diverse perspectives are celebrated. This commitment to collaboration is reflected in Manulife's recognition with the Gallup Exceptional Workplace award in 2025 for the third consecutive year.

Own It

This Manulife core value empowers employees to make decisions and take action, fostering accountability and initiative. This empowerment contributes to efficient execution of strategic priorities and responsiveness to market demands, supporting strong financial results.

Share Our Humanity

This Manulife company value focuses on building a supportive and diverse workplace and contributing positively to communities. In 2024, approximately 7,000 Manulife colleagues volunteered 48,000 hours across 12 countries, demonstrating this commitment to corporate social responsibility.

These Manulife core values collectively define its unique corporate identity and guide its strategic direction. To understand how these values translate into broader business objectives, explore the Growth Strategy of Manulife, which details how its mission and vision influence the company's strategic decisions.

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A company's mission and vision statements are foundational, guiding its strategic decisions and shaping its overall direction. These statements act as a compass, ensuring that every initiative aligns with the organization's ultimate purpose and aspirations.

Manulife's Mission and Vision: Driving Strategic Alignment

Manulife's strategic decisions are directly influenced by its mission and vision, serving as active drivers for growth and operational excellence.

• Focus on accelerating growth in Asia and Global Wealth and Asset Management (WAM).
• Investment in digital transformation and AI capabilities to enhance customer experience.
• Commitment to advancing the longevity economy through strategic partnerships.
• Achieving top-quartile shareholder returns and employee engagement.

Mission in Action: Making Decisions Easier

The mission to 'make decisions easier and lives better for its customers' is reflected in significant investments in digital and AI, with over $600 million in benefits realized from digital initiatives in 2024.

Vision for Global Reach and Expertise

The vision of being a professional and forward-thinking global financial services organization is supported by strategic growth in Asia, which saw a 13% increase in core earnings in Q2 2025.

Core Values in Practice: Customer-Centricity

The company's core values are evident in its commitment to customer service, exemplified by the deployment of AI-powered solutions supporting over 110 million customer calls annually.

Impact on Business Strategy

Strategic decisions, such as enhancing digital platforms and developing behavioral insurance programs, directly stem from the company's mission and vision.

Financial Performance and Guiding Principles

The company's core return on equity (ROE) reached 16.4% in 2024, demonstrating effective strategy execution aligned with its guiding principles.

Employee Engagement and Culture

Top-quartile employee engagement further reflects how the company's core values shape its business and foster a positive company culture.

Manulife's mission and vision statements are crucial in shaping its strategic direction, influencing everything from market focus to digital investment. Understanding Manulife's mission and vision provides insight into its operational priorities and long-term goals. Continue reading to explore core improvements to company's mission and vision.

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Manulife's mission and vision statements are foundational to its operations, guiding its strategic direction and employee conduct. These statements articulate the company's purpose and its aspirations for the future, influencing its approach to customer service, innovation, and corporate responsibility.

Refining Manulife's vision to emphasize technological leadership, such as 'To be the most professional and technologically advanced financial services organization,' would better reflect its significant investments in AI and digital transformation. By Q1 2025, over 75% of its workforce was engaged with GenAI tools, with 43 GenAI use cases in production, highlighting a strong commitment to innovation.

Enhance Vision with Technological Ambition

A revised vision statement could explicitly highlight Manulife's ambition for technological leadership, aligning with its substantial investments in AI and digital advancements.

Integrate Digital Experience into Mission

The mission statement could be adapted to overtly commit to delivering seamless, personalized digital financial experiences, reflecting evolving consumer preferences.

Embed Sustainability into Core Purpose

Explicitly integrating climate action and social equity into the core mission or vision, beyond a separate agenda, could enhance brand relevance and appeal to socially conscious investors.

Strengthen Competitive Edge Through Digital Focus

Framing technology investments as core to its purpose strengthens its competitive edge against agile fintech companies, reinforcing its commitment to its customers mission.

Manulife's core values, such as integrity, customer focus, innovation, and collaboration, are central to its company culture and guide its business practices. These values are not merely aspirational but are intended to be demonstrated in the daily actions of its employees, shaping the overall Manulife company culture. The company's commitment to financial well-being for its customers is a key aspect of its purpose. For owners & shareholders of Manulife, understanding these guiding principles is crucial for assessing long-term strategy and performance.