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Rebranding for First Active and Evergreen

Britannic Assurance is rebranding its retirement planning business Ever green and mortgage business First Active so that they are more closely associated with the parent company.

The businesses will now come under the Brit annic brand with Ever green Ret irement Assurance, set up by the group in June last year, becoming Brit annic Retirement Solutions with immediate effect.

First Active Fin ancial, in which Britannic bought a 60 per cent stake last October for £57.2m, will become Britannic Money in February.

The group expects Brit annic Money to play a major part in the flexible mortgage market, which it predicts will account for 55.5 per cent of all mortgages by 2005.

First Active will not be part of the Britannic marketing group and will not be tied to Britannic for product sales.

The Britannic Group now includes Britannic Asset Management, Brit annic Assurance, Britannic Money and Britannic Ret irement Solutions.

Britannic bought a 75 per cent stake in Britannia Asset Management in December 1999 for £150m and brought it under the Britannic name.

Britannia Asset Manage ment has £19bn in funds under management.

Britannic Group chairman Harold Cottam says: “We found that our existing branding simply did not accurately represent the new diversity and range of specialisms within the group.

“Our new livery add resses that branding issue and provides scope for further development.”


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