Moneyextra is launching a new corporate identity backed by a national advertising campaign as part of its plans to move away from its roots as a personal finance website into a full IFA.
The Bristol & West subsidiary, bought from The Exchange last December, gained PIA approval in February and is rolling out a phone, internet and face-to-face advice service.
Moneyextra says its logo drops the dotcom and emphasises the letters m and e of Moneyextra to highlight its personal service.
It has also dropped the colour blue, which it says is traditionally associated with finance, in favour of purple as it does not want to be seen as a traditional IFA.
The campaign starts this month with national press advertising to promote its new alerts service, which offers an alert email which gives the top five rates for a deposit account, notice account or bond.