Fortis Life changes name to Ageas Protect

This follows the adoption of the new Ageas name by the general insurance business, reflecting its status as a standalone global insurance group after the disposal of its banking assets in 2009.

The Ageas Protect name and logo will now be used in advertising, customer policy literature, website and email addresses to promote the company's innovative Protection proposition and commitment to customers and intermediaries.

The new name is accompanied by a fresh ‘look and feel'. The free-drawn coloured circles around the name in the logo express a sense of energy and desire to get things done.

Research across different international markets showed that the new logo has been well received by all target groups and was found to be attractive, distinctive, easy to recall, contemporary, forward-looking and a brand with which stakeholders felt they could engage.

Martin Werth, Managing Director of Ageas Protect commented:

"We are delighted to be introducing the new Ageas Protect brand into the UK Protection market. It is important to stress that whilst our name has changed, our strategy and ethos of total protection focus and working hand in hand with our distribution partners to deliver great outcomes for customers remains the same.

"Our new Ageas Protect name further emphasises our commitment to Protection and we will continue our strong customer focus delivering innovative Protection propositions to the market."