British Friendly has launched its new brand today to represent the innovation and modernisation it has undergone as a business over recent months.
As part of the rebrand British Friendly has unveiled a new logo [pictured], new marketing material and website for advisers and has moved into new modern offices in Bedford.
However, the income protection provider's name will remain unchanged.
The rebrand coincides with the hiring of two new national account managers, Emma Vaughan and Dean Hughes, from The Exeter and Royal London respectively.
Iain Clark, marketing and distribution director at British Friendly, said: "It is more than just a new look, it represents what we stand for. We believe in the Friendly Society ethos, which means we exist for the benefit of our members and pay out as many claims as possible as swiftly as possible.
"We don't have shareholders who demand profits, we are responsible to our policyholders and their advisers, and our rebrand symbolises this ethos.
"We have launched several important initiatives over the last year that demonstrate this commitment to advisers and our members. We believe the initiatives will make Income Protection an easier sell for advisers and a more attractive purchase for their clients."
This year British Friendly launched an online auto acceptance system and a death benefit paid retrospectively.
It was also the first provider to announce paid claims statistics for 2015, as well as announcing it has paid 96.7% of all claims over the last 10 years.
Mark Dennison, principal at LightBlue UK, said: "Rebrands in financial services have been a mixed bag over the years. British Friendly has rebranded without any unnecessary extravagance or gimmicks.
"They have existed for over 100 years and this rebrand brings their image up to date and reflects the great work they have been doing for advisers and their members behind the scenes for a while."
