GE Life becomes “Tomorrow”

At and post retirement specialist, GE Life today unveils its new name – Tomorrow - which it is adopting with immediate effect following the acquisition by Swiss Re of the GE Life group of companies.

“We wanted to change to a name that expressed the importance of the products that we offer and what they represent. We are here to help people make the best possible financial plans for retirement to ensure income in later life, so Tomorrow is the perfect choice,” said Kirsty Macpherson. "The acquisition by Swiss Re gave us an exciting opportunity to rename the group to reflect our core business.”

An exciting new brand identity for Tomorrow has been created by design consultants Kent Lyons, and a series of advertisements using the new branding will start to appear in the trade press soon.

“Tomorrow will be a vibrant business, building on the successes of the past. With a history dating back to 1896, we have demonstrated our dedication to the market and to our customers through innovations such as enhanced annuities and Income Drawdown. We will be the same company, same peopleandoffer the same high level of integrity, commitment and service for our clients,” explained Macpherson. “We will simply have a different name.”

She concluded: “We intend to continue to be an innovative, key player in the pre and post retirement market, and will continue to sell our products exclusively through financial advisers. Tomorrow will continue to build on its existing strengths as a leading provider of pre and post retirement products.”