A benevolent fund for people in the insurance industry has changed its name to help increase awareness and provide enhanced support, the charity has said.

The Insurance Charities has changed its name to The Insurance Charity and launched a new website with updated branding.

The organisation supports current and former insurance professionals in the UK and Ireland who face financial hardship and assist their families.

A decision was made to rebrand after consultations with supporters and service users in 2023, the charity said.

A new strapline, “Supporting insurance people when they need us most”, has also been introduced.

The new visual identity includes a fresh logo, changing from a blue and green colour palette to blue and red.

The charity declined to reveal the cost of the rebrand.

Annali-Joy Thornicroft, chief executive of The Insurance Charity, said: “We have a very proud history of helping so many insurance professionals in need of financial and practical support, and today feels like a new dawn.

“Our charity is evolving, and it’s important we do so in a way that aligns with the industry and the people within it, which is why we conducted extensive research, consulting with many people across our industry, to gather their views on our charity. 

“We’re excited to take this step forward to help even more people in our brilliant and thriving industry.”

The charity has also removed its length of service requirement for those seeking support, in order to assist more people.

“It is correct to say that we were previously helping those whose insurance service was a major part of their working life, whereas now we can consider helping those who have any insurance service in the UK and Irish insurance markets,” the charity said.