The rebranding effort modernizes the company’s iconic sun globe logo, optimizing the design for a digital-first environment. According to President and CEO Kevin Strain, the move aims to unify the organization’s disparate global operations under a single, cohesive identity. The company, which manages $1.70 trillion in assets as of mid-2026, intends for the simplified name to better reflect its expansive role in wealth, health, and insurance sectors across markets including Canada, the U.S., and Hong Kong.

Linda Dougherty, Executive Vice-President and Chief Client and Strategy Officer, emphasized that the change targets the quality of client experience rather than just visual aesthetics. The rollout will occur in phases, prioritizing high-impact digital channels and client-facing touchpoints. During this transition, customers may encounter both the legacy and updated branding as the company works to align its visual presence with its long-term growth strategy.