Adviser quotation portal Assureweb has rebranded as iPipeline following the American technology firm’s acquisition of the business last year.
Money Marketing revealed in March 2012 the two firms were in talks. The deal was finalised the following May after iPipeline bought out Assureweb shareholders Prudential, Aegon, Friends Life, Scottish Widows and Aviva.
Assureweb is one of the three main quotation portals used by advisers alongside Avelo and Capita’s Webline. It currently has 22,500 adviser users across 5,700 firms and integration with 33 providers.
Assureweb chief executive Andrew Simon says: “Rebranding will allow us to establish a strong connection with the iPipeline brand. The iPipeline brand stands for innovation and industry leadership, and we in the UK are committed to effecting positive change within our industry through the introduction of next-generation solutions.”
Lucian Camp Consulting founder Lucian Camp says: “iPipeline will have to do a lot of marketing to ensure advisers are aware of the name change, especially as Assureweb was such a well-recognised brand and up until now iPipeline has had no presence at all in the UK market.”