Launch of new brand name, core story and global website showcases the importance of a financial services organisation “Doing More”
Toronto-based international financial services provider Foresters has rebranded to Foresters Financial in a move that aligns the Foresters family of companies across Canada, the United States and the United Kingdom under one collective brand. The brand name change was prompted by the launch of an ambitious new strategy, designed to propel significant organisational growth into 2025.
“The shift to Foresters Financial is very important,” said Kasia Czarski, Senior Vice President, Chief Membership and Marketing Officer, Foresters Financial. “When members of the public saw or heard the Foresters name, many wondered what we did, but now our brand provides a clear signal about what business we’re in.”
As part of the rebrand, this past year Foresters partnered with global communications marketing firm Edelman to redefine the organisation’s core story and value proposition to help differentiate Foresters within the financial services space and build greater brand awareness with specific target audiences.
“At Foresters Financial, we believe in doing more – for you, your family and your community,” said Czarski. “That is the value we bring as a financial services provider. We believe in helping families meet their financial goals, protect themselves and improve the communities where they live. Now, Foresters family of companies will not only share one brand and visual identity, but together we will deliver on a set of values that we all share.”
Since 1874, Foresters has strived to redefine what a financial services organisation can and should do for the families it serves by investing time and money in initiatives such as grass-roots volunteerism, national charitable partnerships and academic scholarships.
As part of its growth strategy, Foresters recently acquired Aegon Capital Management Inc. and Aegon Fund Management Inc. in Canada. These two companies have been rebranded under the Foresters Financial umbrella and renamed to Foresters Asset Management Inc. and Foresters Financial Investment Management Company of Canada Inc., respectively.
In May, a new global website – foresters.com – launched, showcasing Foresters savings, protection and investment products while providing enhanced functionality and an improved user experience for customers and members. Foresters partnered with digital innovation firm Delvinia for design and user experience and A Hundred Answers for site development.
“What excites me is that the launch of our new global website is just the starting point for the reinvigorated Foresters Financial brand,” said Czarski. “When combined, our 10-year strategy, new brand name, integrated global website and enhanced story make this a very exciting time for Foresters Financial. As we build on the momentum of the past decade, we look forward to a new decade of growth that will unlock the tremendous potential of Foresters’ purpose and help us truly do more.”