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R40m rebrand for insurance heavyweight

South Africa’s second largest short-term insurer Mutual & Federal will on June 5 throw a party to celebrate a rebranding exercise that will result in the company changing its name to Old Mutual Insure.

“We will‚ definitely in June‚ have a proper launch. We have always said that we did not want to surprise our intermediaries and stakeholders by just hearing about this‚” said financial director Jaco van der Sandt.

The rebranding‚ expected to take between 12 months and two years‚ will see the firm‚ which provides personal‚ business and agricultural insurance products‚ align its vision and mission statements to its parent company Old Mutual.

Van der Sandt told Sowetan that the rebranding was expected to cost at least R40 million but would not result in an amendment to the insurance products.

“Insurance has not changed a lot over the years. What has changed is how we deliver the service and we are continuously looking at our product offerings. We don’t have something around specific that we have planned around the rebrand‚” he said.

He said June 5 would be the day the physical change of the name and brand will start taking place.

“We will change the branding on the building we occupy‚ the policy wording will start being replaced.”


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