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“This is a great story, it is a story of growth,” said Jeff Macoun, London Life president. “The primary goal is to accelerate growth, offer a more simplified customer experience.”

While the name change will begin Wednesday, it may take until 2020 to complete the switch, said Macoun.

“We think it will allow us to take a step forward. It is about growth and focus.”

London Life employs more than 3,000 people in the city.

There will be no job losses from the rebranding, and no change to the myriad of policies, individual and business, the company offers, said Macoun.

The insurer is making the move to simplify its message to customers, to communicate more directly in an age of overwhelming media messages, he said.

“The new single brand will simplify how we work and help our team deliver greater, improved customer experiences. It will allow us to respond to the markets,” he said.

“We will have a unified response under one brand.”

One business expert says the move isn’t a surprise, since there’s been a lot of consolidation in the insurance industry.

Having a single, national name for a brand makes sense, said Ken Hardy, a professor emeritus at the Richard Ivey school of business at Western University.

“This is part of an evolution of an industry. They will still be good citizens in terms of sponsoring local events, but it will be Canada Life now,” he said.