The Insurance and Investment Journal has learned that Transamerica Life Canada is set to become ivari by the end of October.

Last week a promotional video, which unveiled the future branding, was sent to the company’s advisors. In an interview, Suzzette Chapman, vice president of Marketing for Transamerica Life Canada, told The Insurance and Investment Journal that the video was a preview for advisors and intended to help them become more comfortable with the new name before it is formally changed.

Chapman says the new brand name is expected to become official at the end of October. She added that she preferred not to discuss the strategy behind the name change or provide further details until the new branding is formally approved.

She adds, “We have given a lot of careful thought to ensure that we smooth the transition both for advisors and their customers…Over this time – ramping up to our official changeover – we’ll be sending out lots of communication and giving people lots of tools and information to make this change.”

At present, she says, it is business as usual for Transamerica Life Canada. For example, the insurer still has its same website.

U.S.-based Wilton Re announced the successful completion of its acquisition of Transamerica Life Canada from Aegon on July 31. Wilton Re is owned by its management and the Canadian Pension Plan Investment Board (CPPIB).