Family Assurance rebrands for Child Trust Funds launch

Family Assurance, the UK’s largest tax-exempt friendly society, has rebranded itself as Family Investments ahead of a marketing drive to coincide with the introduction of Child Trust Funds next year.

The move follows the company’s decision to be one of the primary providers of the CTFs, along with Halifax and The Children’s Mutual.

Its positioning, including the use of “Mr Men” in its marketing communications, has been created by the newly merged financial services specialist agency CCHM:Ping, which was appointed to the account in March (MW March 25). The appointment was overseen by Family Investment marketing director Miles Bingham.

Family Investments will begin advertising aimed at parents in magazines and investment periodicals later this month. It will also distribute a guide to CTFs and will create a new website.

In November, the Government will send out a mailing informing parents about CTFs. The policy will see parents of children born since September 2002 receive a &£250 voucher to be invested with a provider of their choice. Children from poorer households will receive &£500. The investment can be redeemed when the child is 18.

In 2002, rival Children’s Mutual also rebranded in anticipation of the introduction of CTFs. It has trademarked “baby bonds”, which the CTFs have become known as generically. Halifax has also signalled its intent to market CTFs aggressively.

The scheme goes live in January, when the Government will send out a booklet with the vouchers listing the brands which provide CTFs.

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