Credit: CNWGroup/SSQ

It’s not just a new year for SSQ Life Insurance Co. Inc., as the company has a new name as well. It has rebranded as SSQ Insurance, instead of SSQ Financial Group.

The name change reflects insurance being the core of its business for almost 75 years, according to the company.

“The new brand identity, along with the ‘Communities Make Us’ tagline, reiterates the fact that the company has been motivated by an unparallelled sense of solidarity since its creation in 1944,” said Jean-François Chalifoux, chief executive officer of SSQ Insurance, in a news release.

Read: How has the group insurance market changed since 1977?

“The positioning sets the tone for a clear commitment: SSQ Insurance will continue to be present in the community, be socially responsible and be committed to serving its insured community. Now more than ever, community should be at the heart of insurance because stronger communities make each of us stronger.”

With the new name also comes a new logo, which the company will roll out later in 2018.

The company has released a promotional campaign in Quebec to highlight the rebranding and will extend that to the rest of Canada in the coming months.

“Apart from our brand identity and positioning, SSQ Insurance remains the same dedicated company that provides its customers with a comprehensive line of high-quality insurance and investment products,” said Chalifoux.

Read: SSQ’s new peer support program trains mental-health allies

Copyright © 2018 Transcontinental Media G.P. Originally published on benefitscanada.com

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