Mississauga, Ont.-based disability insurance provider Penncorp Life Insurance Co. says that, effective Jan. 6, 2014, it will be known as La Capitale Financial Security Insurance Co. (La Capitale FSI).

Along with this name change, the company will take on a new visual identity with the colours of Quebec City-based La Capitale Financial Group, its parent company since 2006.

The branding change reflects the key position that the company holds in the La Capitale group. “Including Penncorp under the La Capitale banner will increase awareness of our brand, while allowing us to leverage the synergies among our subsidiaries and position ourselves as a life and health insurance leader,” says Steven Ross, president and chief operating officer of La Capitale Financial Group’s life and health insurance and financial services division.

“Penncorp’s solid foundation and excellent reputation in English Canada make it our financial group’s ambassador of choice.”

La Capitale FSI specializes in the serving self-employed, skilled tradespeople and other individuals who do not have easy access to traditional insurance and financial products. It’s key products include hospitalization and disability insurance.

La Capitale FSI manages assets in excess of $460 million and serves over 100,000 policyholders. The company pays in excess of $2 million in benefits to clients every month.

La Capitale Financial Group has a strong presence throughout Canada with over 2,900 employees and partners and assets of over $4.7 billion.