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Igroup set to take GE name in rebrand

Igroup is looking ahead to a possible rebrand using parent GE&#39s brand name in a bid to strengthen its position in the market.

Head of communications Bob Sturges says igroup is looking at its opt-ions with a view to rebranding using the GE name within 18 months.

He says indications from brokers show they would be keen to see a rebrand but no firm decision has been made.

Brokers say that although igroup has cleaned up its act, it reputation has been damaged in the past and a rebrand would be good news.

Sturges says: “The reason that we have not rebranded so far is that igroup has a strong brand and market presence among intermediaries. However, I am personally keen to rebrand as GE.

“It&#39 is something that I think brokers would like to see and it would strengthen rather than diminish our position. We are looking at possibly doing this in a year to 18 months but at the moment it is something we are moving towards rather than a firm decision.”

Mortgageforce managing director Rob Clifford says: “igroup appears credible and well supported today but it still suffers from reputational damage in the past.

“Brokers have a long memory when it suits them. A rebrand would be a good move as it would attract a greater proportion of the generalist broker community.”

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