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AMP merges brands into one group

IFAs can now get access to AMP&#39s range of NPI, Pearl and London Life products following a merger of its brands into a single marketing group.

AMP&#39s product stable has been cut across the group from 189 to 44 by removing duplicated products but products from the separate divisions are being opened up to each distribution channel.

Previously IFA-only NPI products are now to be sold through Pearl&#39s salesforce for the first time as well as London Life products. The Pearl salesforce is off the road this week to be retrained to advise on the new product range.

NPI will stay as AMP&#39s specialist IFA operation, but its product range will be greater and spread through the group. London Life customers now have access to face-to-face advice from Pearl&#39s salesforce.

The three brands will be renamed AMP NPI, AMP London Life and AMP Pearl.

AMP-owned Towry Law is untouched by the rebranding, as is Henderson Global Investors. There are no current plans to remove the individual brands from the market.

AMP will be launching its first corporate advertising campaign in the UK to mark the rebranding. Starting in the second quarter of next year, the ads will focus on AMP&#39s financial strength behind the brands.

Managing director Tom Fraser says: “We have picked the best products from each division and made them available through all distribution channels and to all our customers.”

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