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Winterthur to drop name and take Credit Suisse branding

Sipp specialist Winterthur Life is dropping its name and adopting the brand of parent firm Credit Suisse in a bid to raise its profile in the UK.

The move is due to take place within 18 months and will see the Winterthur brand disappear in the UK but not in other European countries where the brand is better known.

Winterthur was founded in Switzerland 125 years ago. It introduced its brand in the UK in 1995 when it decided to ditch the name of subsidiary Provident Life, which it acquired in 1981.

But the change has failed to make an impact with IFAs, who say many of their clients have not heard of Winterthur and prefer to buy products from better-known providers.

The life office says the new name has yet to be decided but confirms that it will be based around the brand of Credit Suisse, which acquired Winterthur in 1998.

Group sales and marketing director Mike Kellard says: “We intend to rebrand in the near future as Credit Suisse has more consumer recognition than Winterthur&#39s specialist name.

“We will decide on when to introduce the changes soon.”

Roberts Clark director Jo Roberts says: “It makes sense. No client that I have ever come across has even been able to pronounce the Winterthur name because it is not easy enough to remember. Far more people know of Credit Suisse.”


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