CHES Financial Services will be undergoing a rebranding this fall, changing its name to CHES Life.

The rebranding of the life, health, critical illness, travel insurance, as well as employee benefits solutions provider, complements its sister company in Quebec, CHES Vie.

According to CHES Life president and CEO Gary Hirst, the rebranding will prevent any potential confusion over the kind of products and solutions the company provides.

“What we have found is that the name CHES Financial Services can sometimes be confused with lending loans and mortgages,” Hirst said. “CHES Life better encapsulates the company’s role.”

The chief executive added that CHES Life has generated a lot of interest since its launch earlier this year – even during the COVID-19 pandemic and its impact on daily life.

“We’ve had a lot of interest and found that launching this new venture has assisted our brokers in increasing their revenues,” Hirst stated. “And by rebranding we are building on the current success of the team at CHES Life to assist them in their endeavours.”

Read more: CHES Special Risk launches miscellaneous professional risks E&O offering

Just last month CHES Life’s other sister company, CHES Special Risk, launched a new errors & omissions insurance solution for miscellaneous professional risks. The new offering is for industries such as (but not limited to): fork lift training, photography, recruitment consultants, event planners, interior designers, tour operators, social media consultants, property managers, trade associations, health & safety inspectors, shipping and freight consultants, and forestry consultants.