NORMAN DE BONO | The London Free Press

The final hurdles have been cleared for the end of an iconic London brand.

London Life and its sister firm Great West Life will be no more in 2020 with the insurer getting final approval from government and its board of directors to rebrand as Canada Life.

“This has been a massive amount of work for the entire organization,” said Canada Life President Jeff Macoun “I’m relieved and so excited about Jan. 1, 2020.”

The insurer announced in April it will drop its London Life and Great West Assurance Co. names and become Canada Life. It recently got approval from its board and the federal finance ministry to make it happen in the new year.

The rebranding is needed to streamline and simplify the marketing of the business, said Macoun.

“We are doing this to be bigger and stronger to better serve Canadians . . . it’s a growth play to be a bigger player in the market. It allows us to simplify our brand.”

There will be no changes to policies or the more than 3,000 staff now working in London under the London Life banner, he added.

“What you will see from a customer standpoint, nothing will change,” Macoun said.

“London Life has deep roots in the city. Our only our intent is to carry that forward and underline our strong new London brand” under the new name.

London Life was founded in London in 1874. It now has about 13 million customers. It has been headquartered at its stately Dufferin Avenue offices since 1927.


1874: Founded

Early 1900s to 1951: Permanent headquarters built and expanded

1963: Staff of 1,600 in London

1971: Maple leaf logo introduced

1984: Freedom 55 brand launched

1996: Acquired most of Canadian operations of Prudential Insurance Co. of America

1997: Became a subsidiary of Great-West Lifeco

2020: Rebranded as Canada Life, more than 3,000 staff in London.

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