The Association of Mortgage Intermediaries has launched a brand refresh intended to reflect its wider work across mortgage and protection advice.
AMI said the updated identity is built around the words “Advice, Mortgages, Insurance”, alongside the new strapline “Championing Advice, Shaping the Future”.
The trade body said the refresh was designed to set out more clearly what it represents, as protection advice becomes a more established part of the mortgage adviser proposition.
Stephanie Charman, chief executive of AMI, said: “We are not reinventing AMI, we are articulating it more precisely. The organisation has grown, the market has changed and the role of advice has never been more important.
“This refresh ensures the way we present ourselves keeps pace with the work we are actually doing and the members we are proud to serve.
“’Advice, Mortgages, Insurance’ reflects the day-to-day reality for a huge number of our members. Protection is not separate from what mortgage advisers do, it sits at the heart of a complete, client-focused service. We wanted our brand to honour that.”
AMI’s seventh annual Protection Viewpoint report is due to be published this year. The organisation said the report underlined the extent to which protection has become embedded in its research and advocacy programme.
The refresh also comes as the FCA’s Pure Protection Market Study continues to focus attention on the future of the sector.
AMI said the new strapline reflects its role in making the case for professional advice, while engaging with regulators, government and lenders on the future shape of the advice market.
Charman added: “Our commitment to members has not shifted. AMI remains the home of mortgage and protection advisers, and everything we do is in service of that.
“What this refresh gives us is a cleaner, more honest expression of the breadth of expertise within our membership and the ambition of the organisation going forward. Advice. Mortgages. Insurance. That is what our members do, and that is what AMI is here to support.”
The refreshed branding will go live on the AMI website from Monday 15 June.
