Fortis has begun its rebrand to Ageas in the UK, with its UK general insurance business adopting the new Ageas name.
The rebrand reflects the company’s status as a standalone global insurance group after the disposal of its banking assets in 2009.
The company is phasing in the name change to Ageas with Fortis UK becoming Ageas UK and GI arm Fortis Insurance becoming Ageas Insurance.
Fortis Insurance Solutions will become Ageas Insurance Solutions.
UK protection business Fortis Life will change to Ageas in January 2011.
RIAS and Kwik-Fit Insurance Services will retain their brand names.
Ageas UK chief executive Barry Smith (pictured) says: “We are delighted to be introducing the new Ageas brand into the UK insurance market.
“It is important to stress that whilst our name has changed, our strategy and ethos of working in partnership with our brokers and partners to deliver great outcomes for customers remains the same. The badge has changed but the company has not.
“I am confident that Ageas will quickly become an established brand within our market, reflecting our strong customer focus and our desire to work alongside and deliver to our clients.”