move comes after three years developing new products and revising terms on existing ones
National Savings has rebranded itself National Savings & Investments as part of a move to better support the products and facilities it offers.
The exercise includes the launch of a single customer contact number, designed to simplify investors' dealings with the organisation.
The rebrand comes after three years of work developing the group's capabilities, including the offering of three new products and more flexible terms on existing products.
The newly-developed products are a mini cash Isa, a Tessa-only Isa and a fixed-rate savings bond.
There are also revised terms on pensioners bonds, including the offering of one and two-year products, in addition to the five-year option.
A two-year term on the Fixed Interest Savings Certificate has also been added to the established five-year term.
The creation of a single, 24-hour, seven-day phone line operating out of two purpose-built call centres means six products, including Isas and income bonds, are now available over the phone. A website is to be launched within the next two months that will allow these products to be bought on the internet.
Ruth Kelly, economic secretary to the Treasury, emphasised that National Savings had been changing over time. She said: 'The evolution of the business continues and marks a positive change for the organisation, from one that was essentially product focused to one that is customer focused.'
The restructured organisation is being branded NS&I, with the image of a conker incorporated into the logo. The crown icon used in previous literature will be retained to remind customers it is backed by the Treasury.
National Savings can be contacted on 0845 964 5000.
Partner Insight: For Blackfinch, the arrival of its IHT portfolio services was a 'natural evolution' in the group's offering and points to an established track record of returning cash to investors.
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