Albany Assistance and Helphire rebrand as Auxillis

Albany Assistance and Helphire rebrand as Auxillis

County Durham-based Albany Assistance and Bath-based business Helphire are set to be rebranded as Auxillis, bringing both businesses under one name and marking the start of a new era for two popular insurance sector businesses.

The decision to rebrand the companies comes as part of a continual improvement strategy to simplify the customer journey. The name Auxillis was chosen as it derives from the Latin word ‘Auxillium’ meaning to help, aid and remedy, underlining the businesses service philosophy. 

Marketing director Jerome McManus said: “The new Auxillis branding is a logical step, streamlining the customer journey, and supporting the look and feel of our enhanced customer service delivery.

“Obviously we lose the extensive heritage of the old brands, but the new branding will deliver immediate benefits especially communications with customers”. 

Peterlee based Albany Assistance launched in 1987 as NORMA, and was renamed Albany Assistance in 2005, while the Helphire name first appeared in 1992 when the company launched in Bath, growing rapidly from a kitchen table enterprise to become a publicly listed business.

Both businesses are part of Redde plc the market leading provider of accident management, legal and support services to insurers, brokers and the automotive sectors, listed on the FTSE 100 AIM with a market valuation in excess of £550m.


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