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GE Life rebrands as Tomorrow

GE Life and GE Pensions has rebranded as Tomorrow following Swiss Re’s takeover of the life office last October.

As of April 10, GE Life and GE Pensions will become known as Tomorrow.

In documents seen by Money Marketing, Tomorrow says: “Over the years we have evolved and our name has changed – in recent years you may remember us as GE Life or National Mutual. Throughout this time, our commitment to integrity has remained strong and consistent.”

Swiss Re bought GE Life for £465m last October, following months of speculation surrounding the future of the life office and equity release specialist.

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.

It also includes the National Mutual Fund acquired by GE Life in 2002.

Sesame research manager Dale Tranter says: “Good company, but they’ve 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.”

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