AuxillisAfter over a quarter of a century, Peterlee based Albany Assistance will be rebranded as Auxillis, marking the end of an era for the well known insurance industry name.

The decision to rebrand the company has been taken as part of an ongoing programme of delivering an improved customer journey, and begins a new chapter in the direction and strategy for the business.

The name Auxillis was chosen as it derives from the Latin word ‘Auxillium’ meaning to help, aid and remedy, underlining perfectly the service philosophy of the business. Marketing Director Jerome McManus commented, “The new Auxillis branding is a logical step, recognising the immense change that has taken place and how very different the business is, and it’s new positioning in the market.”

The Albany Assistance name first appeared in 1992 when NORMA, the original business established in 1987 was renamed. McManus added,“Obviously we lose the extensive heritage of the old brand, but the new branding provides an exciting opportunity and will deliver an immediate benefit in communications with our customers”.

Auxillis, part of market leading provider of accident management, legal and support services to insurers, brokers and the automotive sectors, Redde plc, has recently won several major new accounts, including: Mercedes Benz and a major UK motor insurer – boosting the need for talented new team members. Having already filled 40% of the new roles in Peterlee, they are actively recruiting for a further 60 Customer Service Advisors and 5 Team Managers. 

A comprehensive plan to communicate the new Auxillis brand to customers, business partners and suppliers commenced in August and will continue until October to ensure awareness of the new brand amongst these groups is maximised.