CII, PFS and SMP unite in branding revamp

The group will also adopt a new tagline 'Standards. Professionalism. Trust.', already used by the Personal Finance Society in place of the original Latin used by the CII.

Sian Fisher, CEO of the Chartered Insurance Institute, said: “Our strategic manifesto set out an ambitious programme for change. But our heritage is a vital part of the picture, particularly for the public. We were established over a century ago with a focus on public interest, and now more than ever, the public needs to be able to trust in professional standards delivered consistently."

Keith Richards, CEO of the Personal Finance Society added: "Greater unity across financial services more broadly will help to improve public perceptions by demonstrating professionalism rather than what can otherwise often be seen as a fragmented and disparate industry. The public generally don't segment or differentiate between services or sectors in the way the market does and we recognise the value of demonstrating unity across our own branding."