WOL provider plans face-lift

Axa Sun Life Direct, provider of whole of life insurance, is to rebrand to Sun Life Direct. During 2009, Sun Life Direct also plans to test the introduction of new customer propositions, including health and general insurance. The company said that re-establishing the Sun Life name highlighted the heritage behind the company, while retaining the Axa name under the new logo added financial reassurance and continuity. Mark Howes, managing director of Sun Life Direct, said: "The move provides a framework to engage and communicate this message as effectively as possible.'