AXA launches Bluefin brand

by David Masters

Story link: AXA launches Bluefin brand

AXA yesterday launched Bluefin, a new financial advisory and insurance service.

Following successful integration, a number of AXA-backed companies will now work together under the Bluefin brand.

Bluefin Advisory Services combines a number of advisory businesses, including Thinc Group, PIFC, EB Consultants, Orbit Benefits and SBJ Benefit .

Meanwhile, insurance businesses Stuart Alexander, Smart & Cook, Layton Blackham, The Davis Group and SBJ UK have combined to form Bluefin Insurance Services.

The Bluefin brand, unveiled in September, will cover corporate consultancy, financial advice, insurance broking, and wealth management.

The company has 100 offices and 3,000 staff in the UK, and says it will maintain its local presence to serve private clients, small and medium-sized business, and large corporate clients.

Bluefin Advisory Services chief executive John Simmonds said launching the Bluefin brand represents a step forward in the company’s strategy to become a ‘world class’ advisory service.