OneFamily has unveiled a new brand and visual identity with the positioning featuring the strapline ‘modern family finance – for all of us’.
OneFamily said this demonstrates its increasingly diverse product offering and unique approach to helping modern families manage their financial needs.
Simon Markey, chief executive of OneFamily, said: “Our refreshed look and feel is the next step in our evolution.
“Since the merger we have focused on investing in our business to ensure it is fit for future growth, including the launch of our new products designed to help families with their financial goals.
“We are delighted that our employees have really got behind this work, and it’s great to see our marketing now featuring so many of our employees and their families and friends.”
Its brand uses photography of different families, featuring employees and their relations and friends, showing true life examples of the diversity of modern life.
OneFamily is a customer-owned financial services company with products including savings, investments, protection and lifetime mortgages. It has 2.6 million customers across the UK.
Markey added: “We couldn’t think of a better way to demonstrate how important families are to us as a business, than by using those that matter the most to everyone who works here at OneFamily.
“Modern family finance, for all of us is our promise to offer financial products and services that recognise the complexity of modern life, whether that’s saving towards a child’s future, getting on the property ladder, or preparing for and enjoying retirement.”