GE Life and GE Pensions have rebranded as Tomorrow following Swiss Re’s takeover of the retirement specialist last October.
The new brand name was exclusively revealed by moneymarketing.co.uk last week.
The brand identity has been created by design consultants Kent Lyons and a series of advertisements using the new branding will be appearing in the trade press.
The ads contain the wording: “We are now Tomorrow. Same people. Same service. Same details. Different name.”
Swiss Re bought GE Life for £465m last October following months of speculation over the future of the company.
Swiss Re acquired around 400,000 policies with total assets of approximately £8bn. The portfolio is composed primarily of savings and income retirement planning products and also includes the National Mutual Fund which was acquired by GE Life in 2002.
GE Life spokeswoman Kirsty Macpherson says: “We wanted to change to a name that expressed the importance of the products that we offer and what they represent.
“We are here to help people make the best possible financial plans for retirement to ensure income in later life, so Tomorrow is the perfect choice.”
Sesame research manager Dale Tranter says: “It is a good company but they have chosen to name themselves after a naff song from a pretty awful musical. If they had to choose something from Annie, then ‘Doin’ what comes naturally’ would have had more of a ring to it.”