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Foresters rebrands as Foresters Financial

Toronto-based financial services company Foresters has undertaken a rebranding initiative. The company will now operate as Foresters Financial. According to the company the change is intended to align the Foresters brand in Canada more closely with the brand in the United States and United Kingdom. As part of the overall rebranding, recently-acquired subsidiaries Aegon Capital Management and Aegon Fund Management have been renamed Foresters Asset Management and Foresters Financial Investment Management Company of Canada. The rebranding effort was conducted in association with Edelman. A new global website for the company, located at <>, debuted in May.

"The shift to Foresters Financial is very important," said Kasia Czarski, chief marketing officer of the company. "When members of the public see or hear the Foresters name, many wonder what we do, but now our brand provides a clear signal about what business we're in. Now, Foresters family of companies will not only share one brand and visual identity, but together we will deliver on a set of values that we all share."

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