The Independent Order of Foresters, more commonly known as Foresters, announced on Monday that it will embark on a rebranding effort that will tie together its family of companies in Canada, the U.S. and the U.K. under the name Foresters Financial.
The rebranding of the Toronto-based financial services company has been a priority for the firm’s president and CEO, Tony Garcia, since he took the helm in 2014.
“Although we’re proud of our heritage, we know that when members of the public see or hear the Foresters name, many wonder what we do,” says Garcia in a statement. “Adding the category descriptor ‘financial’ to the Foresters name clearly denotes that we are a financial services provider.”
The change is also a part of an effort to further integrate New York-based First Investors Consolidated Corp., which Foresters acquired in 2011, into the Foresters brand. First Investors, a provider of brokerage, mutual fund and insurance services, was operating under its own name until recently. Effective immediately, it will be known as Foresters Financial.
“The First Investors business is an important part of our long-term strategy for sustainable growth in North America,” Garcia says. “So, it makes sense for us to integrate it into the [Foresters] organization fully.”
The rest of the organization will begin to rebrand in early 2016 with a goal to have key branded assets in Canada, the U.K. and the U.S. converted by the end of 2016. The Foresters family of companies includes Foresters Life Insurance Co. in Canada, Foresters Equity Services Inc. in the U.S. and Forester Life Ltd. in the U.K., among other companies.