FaithLife Financial to rebrand as Serenia Life Financial

FaithLife Financial, a Canadian member-based insurance provider, has announced that it will be rebranding itself as Serenia Life Financial.

Under the Serenia Life Financial brand, the company will continue to offer its current products and services while promoting its core values and giving back to the community, a release said. According to the company, its transformation began as early as 2021, when Serenia – then called FaithLife – completely redesigned its suite of life insurance products to make them more accessible to Canadians.

“We are evolving to address the calls for increased flexibility, support, and simple human kindness at a time when Canadians need it most,” said Serenia Life Financial president and CEO Glenn Hymers. “For nearly 100 years, we’ve been living these values – and that will remain an important focus for us. The biggest difference is that our new brand will appeal to an even larger group of values-based Canadians. We will continue to put our members first, and offer the same great products and services that we provided under our previous name.”

A company release noted that the rebrand to Serenia Life comes with changes to its advisor-facing platforms. The insurance provider now has a new advisor website called Springboard which features new looks and functionality. Serenia also unveiled its revamped eApp, which now has dynamic technology enhancements, and a suite of functionality upgrades that advisors have long requested.

“During the pandemic, it became clear that Canadians’ priorities were changing,” commented Hymers. “Kindness has become more important than ever – but it’s always been in the fabric of our organization. Our new brand represents the next stage in our journey as we welcome a more diverse group of Canadians who share our values, and continue to honour and celebrate our past.”

The president added that Serenia Life is feeling “a lot like a 100-year old startup these days,” and that it is excited for its next chapter of growth.