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New-look LIA in bid to boost IFA membership

The Life Insurance Association is relaunching in the autumn with a streamlined name and new logo in a bid to update its image and attract new members.

From September, the association wants to be known simply as the LIA. It believes the letters are sufficiently well known to stand alone.

Public affairs director John Ellis says the revamp aims to dispel any confusion that the association represents insurance companies and to recognise the change in membership over the last 30 years. He says members are no longer “just life insurance salesmen”.

The letters LIA will be printed inside a new oval-shaped symbol. A tagline will explain what the association does with the words: The professional association for financial services.

The relaunch will see a recruitment drive to increase membership from 25,000 to 30,000 over the next year. Membership is split between IFAs and tied agents, with IFAs totalling 10,000.

The LIA says its ultimate goal is to get all IFAs on board.

It says it is “pulling out all the stops” to attract new members. As well as an ad campaign, there will be an incentive scheme for members to recruit with offers such as leisure vouchers.

The LIA will also be approaching product providers.

Ellis says: “There has often been a misunderstanding that we represent insurance companies, especially overseas. We think we can abandon the words in our name as the letters LIA are well known.”

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