Axa to relaunch Sun Life as standalone brand

god%20busAxa is relaunching life insurance arm Sun Life as a standalone brand after more than a decade.

The Axa name will be removed but its logo will continue to be used under the Sun Life logo, indicating the brand’s association with the French Insurance company.†

The rebrand forms part of ambitious plans for the unit, best known for its life insurance products for over 50 year olds. Sun Life Direct managing director Mark Howes says that during the year it will test new customer products including health and general insurance.†

He says: “We are keen to position our direct business as financially strong with a trusted pedigree developed over many years.”

A spokesman says that the sun in the revamped logo is designed to symbolise “permanence, warmth and growth” at Sun Life Direct. He adds that retaining the Axa name under the new logo “adds financial reassurance and continuity”.

Axa Sun Life was formed in 1997 after the merger of Sun Life Group and Axa Equity and Law.


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