AMI unveils new 'Advice, Mortgages, Insurance' brand refresh

The Association of Mortgage Intermediaries (AMI) has launched a brand refresh. At the core of the updated identity are three words - ‘Advice, Mortgages, Insurance’ - paired with the new strapline ‘Championing Advice, Shaping the Future’.

The move reflects the growing recognition that protection advice is a core component of the adviser proposition, sitting naturally alongside mortgage advice rather than being treated as an add-on.

With the FCA’s Pure Protection Market Study adding further regulatory momentum, the AMI says the timing of its refresh "aligns with a sector in active dialogue about its future".

The Association says the strapline ‘Championing Advice, Shaping the Future’ reflects its "dual responsibility": making the case for professional advice today, while engaging with regulators, government and lenders to influence what the advice market looks like tomorrow.

Stephanie Charman (pictured), chief executive of AMI, said: “We are not reinventing AMI, we are articulating it more precisely. The organisation has grown, the market has changed and the role of advice has never been more important. This refresh ensures the way we present ourselves keeps pace with the work we are actually doing and the members we are proud to serve.

“’Advice, Mortgages, Insurance’ reflects the day-to-day reality for a huge number of our members. Protection is not separate from what mortgage advisers do, it sits at the heart of a complete, client-focused service. We wanted our brand to honour that.

“Our commitment to members has not shifted. AMI remains the home of mortgage and protection advisers, and everything we do is in service of that. What this refresh gives us is a cleaner, more honest expression of the breadth of expertise within our membership and the ambition of the organisation going forward. Advice. Mortgages. Insurance. That is what our members do, and that is what AMI is here to support.”