OneFamily has introduced a new brand and visual identity, featuring the strapline ‘modern family finance – for all of us.

The firm believes this demonstrates its “increasingly diverse product offering and unique approach to helping modern families manage their financial needs”.

OneFamily was previously known as Family Investments and changed its name when it merged with Engage Mutual in 2015. Since then the company has further developed its product range and in the last year has launched a lifetime ISA, a financial advice service, and added further lifetime mortgages to its existing range.

It currently has 2.6 million customers across the UK.

Simon Markey, CEO of OneFamily, said: “Our refreshed look and feel is the next step in our evolution. Since the merger we have focused on investing in our business to ensure it is fit for future growth, including the launch of our new products designed to help families with their financial goals.

“We are delighted that our employees have really got behind this work, and it’s great to see our marketing now featuring so many of our employees and their families and friends. We couldn’t think of a better way to demonstrate how important families are to us as a business, than by using those that matter the most to everyone who works here at OneFamily.

“Modern family finance, for all of us is our promise to offer financial products and services that recognise the complexity of modern life. Whether that’s saving towards a child’s future, getting on the property ladder, or preparing for and enjoying retirement.”