The team at a multinational's Mid-Atlantic insurer is refreshing their brand, and that refresh affects their 56-fund mutual fund family.

Marijn Paul Smit Transamerica Asset Management, Inc. President, CEO, Chairman

Transamerica [profile] is undergoing a rebranding, confirms Will Fuller, president and CEO. The Baltimore-based insurance company's rebranding includes an updated logo, an updated font, and more, the Transamerica team reveals in a press release.

"This is an extremely exciting time for Transamerica," a Transamerica spokesperson writes to MFWire. "Our transformation is doubling back to our company's original roots of reaching America's underserved."

The Transamerica spokesperson confirms that the change will affect the fund firm arm of the company, too.

"Our bold new look has been applied to all lines of Transamerica's business, and we were thrilled to be able to launch the brand refresh with our retirement, mutual fund, and other distribution teams at their national sales conference. Our teams will be using new branded materials tailored toward the middle market, highlighting the products and services to meet their financial protection and retirement goals," writes the spokesperson for the Aegon subsidiary. "The brand refresh mirrors our transformation and the diverse, vibrant communities of customers we serve."

"Transamerica is executing a growth strategy to build America's leading middle market life insurance and retirement company, including the nearly 68 million middle-income households that have been relatively overlooked by the financial services industry," states Fuller. "Our brand transformation mirrors our commitment to the broad scope of customers we serve."

"This moment represents a significant evolution of our brand and underscores our commitment to serving the middle market and their needs," states Fuller. "Our team of dedicated professionals, along with the financial solutions they offer, empower people to make the most of what truly matters to them. This has been our mission for over a century, and today, with new tools, technology and education, we are embracing an important opportunity to help even more families achieve their financial goals."

"Every individual deserves the chance to live their best life," states Maurice Perkins, chief corporate affairs officer at Transamerica. "The needs of our customers have evolved, and so has our approach to meeting those needs. Our dedication to providing everyday Americans with access to leading financial protection products, tools and education remains unwavering." 

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