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Fortis proposes name change to Ageas

Fortis Insurance UK is to change its name to Ageas in 2011, subject to shareholder approval.

In a statement released today, Fortis UK chief executive Barry Smith revealed that the group is considering the new name and will introduce it by Q1 2011 if shareholders agree.

He says: “Today we mark a new chapter in our history with the announcement of Fortis’ proposed new name, “ageas”. If Fortis shareholders approve the new name at the end of April, we will be looking to introduce it into the UK by Q1 2011.”

A Fortis spokeswoman says anything with a Fortis prefix will be subject to the change, which could include Fortis Life UK.  

Smith says the group is also “actively recruiting” for 600 new jobs to support its business growth.



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There are 8 comments at the moment, we would love to hear your opinion too.

  1. Why spend the money? Why change the name in the first place?

  2. I am assuming there is a pressing legal requirement to change the name connected to the credit crunch and the problems with the Fortis parent company and the government bailout.

    But I do wonder where Barry Smith has got his advice that this is a good choice of name.
    As a B2B and B2C insurer would it not be better to pick a name that might have some reasonance with your customers. Why pick a name that is difficult to spell, pronounce, with no link to your business.
    Perhaps your adviser needs to invest in “Brand building for dummies” available on Amazon for £9.95

  3. Sounds like a Greek Island. Bu tis it any odder than ‘Bright Grey’ and ‘LV=’ sounded on first hearing and they both survived general ridicule to gain acceptance….

  4. Agea*se – astonishingly underwhelming!

    Is the wazzock who advised Fortis on this wonderful idea the same one who designed the king’s new clothes? Let me know his name and I’ll make sure we never employ him.

    The public actually knows the Fortis name now, but the new name? Why?

  5. Not April 1st is it?

  6. I cannot believe they employed anyone with any branding knowledge.
    There was a legal need to change – but to invest something so contrived and then to come up with a stupid story to back fit into place is laughable.
    The name is unpronounceable – and then to try and say it came from the latin is hilarious. Ageas does not exist as part of the agere verb – which in any case can be interpreted in 4 different ways.
    My guess is that this was decided in Belgium by someone pretending to be a marketing person – its a joke and the shareholders should reject the name.
    Why did they not employ a brand expert?

  7. Lousy name, stupid idea, no reason…..This will cost and for what ? Stupid, stupid, stupid

  8. Name is silly and since teh company already operates in a tough market hence the last thing you need is a boring/silly sounding name when trying to bring on new clients…Well done to all the shareholder that voted for the name change you have done the company now favors and may pay a heavy price in the future..

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