FaithLife Financial announced Oct. 3 the launch of its new brand name, Serenia Life Financial. 

The organization says its brand transformation began in 2021, with a complete redesign of its suite of life insurance products, making coverage more accessible to more Canadians.

“We are evolving to address the calls for increased flexibility, support, and simple human kindness at a time when Canadians need it most,” states Glenn Hymers, President and CEO of Serenia Life Financial. “For nearly 100 years, we’ve been living these values – and that will remain an important focus for us. The biggest difference is that our new brand will appeal to an even larger group of values-based Canadians. We will continue to put our members first, and offer the same great products and services that we provided under our previous name.”

Hymers adds that the new brand represents the next stage of the member-based organization’s journey as it welcomes “a more diverse group of Canadians who share our values, and continue to honour and celebrate our past. We’re feeling a lot like a 100-year old startup these days. We are very excited for this next chapter.”