Axa is relaunching life insurance arm Sun Life as a standalone brand after more than a decade.
The Axa name will be removed but its logo will continue to be used under the Sun Life logo, indicating the brand's association with the French Insurance company. Axa Sun Life was formed in 1997 after the merger of Sun Life Group and Axa Equity and Law.
The rebrand forms part of ambitious plans for the unit, best known for its life insurance products for over 50 year olds.
Mark Howes of Sun Life Direct says: "We are keen to position our direct business as financially strong with a trusted pedigree developed over many years. We are keen that our customers see us as a company that appreciates their needs and concerns, and talks to them in a way they understand. During 2009 we also plan to test the introduction of new customer propositions, including health insurance."