Axa Sun Life to be rebranded

Axa Sun Life's products and intermediary distribution arms are to be rebranded Axa, in line with the...

Axa Sun Life's products and intermediary distribution arms are to be rebranded Axa, in line with the group's investment products, by the end of this year or the beginning of next, writes Ruth Alexander. The rebranding is to be largely an evolutionary process: the group's stakeholder products, launched at the beginning of the year, were branded Axa; the company also ran an Isa campaign at the start of the year, based around its mutual fund range that already carries the Axa brand. Up to this point, the intermediary distribution arm has been branded Sun Life, while direct retail sales take ...