Sun Life and Axa set for rebrand

Sun Life Provincial and Axa Equity & Law are considering marketing themselves under an entirely new brand, following the announcement last week that the two companies are planning a pounds 690m merger.

Sun Life Provincial and Axa Equity & Law are considering marketing

themselves under an entirely new brand, following the announcement last

week that the two companies are planning a pounds 690m merger.



The newly-combined insurer, which will be the third-largest life

assurance and pension provider in the UK, is to use the Sun Life brand

to market life products through intermediaries while its direct sales

operation will be branded Axa.



But the company, a subsidiary of French Insurer Axa-UAP, will initially

trade under the name Newco, and will replace this with a new group brand

which could replace both Sun Life and Axa.



The insurer is to bring its marketing departments under one roof to

maximise cost savings. It may appoint a group marketing director to

oversee the rebranding. Rob Lee, general manager of marketing at Sun

Life, and Mike Ramsey, general manager, marketing, at Axa Equity & Law,

are expected to stay in their roles.