Foresters is changing its brand, and will now be called Foresters Financial.
As part of a global rebranding effort, Foresters in Canada has now changed its name to Foresters Financial. The company, which was founded in 1874, was concerned that its old name might have confused the public about the kind of products and services it offers.
"Adding the category descriptor 'Financial' to the Foresters name clearly denotes that we are in the financial sector," explained Foresters CEO Tony Garcia when the change was first announced last year.
Acquisitions rebranded
In Canada, the company recently purchased Aegon Capital Management Inc. and Aegon Fund Management Inc. These two firms have also been rebranded will now be known as Foresters Asset Management Inc. and Foresters Financial Investment Management Company of Canada Inc., respectively.
Last month, the company also launched a new web site to showcase its life insurance, investment and savings products. “What excites me is that the launch of our new global website is just the starting point for the reinvigorated Foresters Financial brand,” comments Kasia Czarski, a senior vice president at the company and its chief membership and marketing officer. “As we build on the momentum of the past decade, we look forward to a new decade of growth that will unlock the tremendous potential of Foresters’ purpose and help us truly do more.”
