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Canada Life re-brands Retirement Advantage products as Canada Life

Re-brand marks milestone on integration and strategy to be a leader in the retirement market 


From today Canada Life becomes the brand name for the entire product range of retirement income specialists Retirement Advantage, achieving a major milestone in the company’s journey to build a leading dynamic presence in the life and pensions sector.


The move creates a platform for growth in key markets, as Canada Life continues the integration and development of its combined product ranges and expertise, following its acquisition of Retirement Advantage in January 2018.


All Retirement Advantage products will continue under the Canada Life brand. The Retirement Advantage Equity Release business will become Canada Life Home Finance, reflecting the breadth of its product range, which includes buy-to-let. The Retirement Advantage website will close and product and adviser portals move to


Canada Life is focused on strengthening its presence in the protection, wealth management and retirement markets, and dedicated to providing innovative and expert solutions to meet intermediaries’ current and evolving needs. New products and simpler and faster IT enabled services are in development, which will build on the product, technical and service strengths of the original Canada Life business (wealth management, protection, annuities) and Retirement Advantage’s specialist expertise in retirement income solutions.


Doug Brown, Canada Life UK Chief Executive Officer and Executive Vice-President said:

‘Since combining Canada Life and Retirement Advantage at the beginning of 2018, we have made excellent progress on our objective to integrate our skills and experience and become a leader in the broader retirement income market. We have ambitious plans which build on our heritage and strengths across wealth management, protection, retirement income and annuities and we will be launching innovative products and services which meet the evolving needs of intermediaries and their customers.”