Financial services group Fortis has changed the name of its Belgian insurance arm to AG Insurance. With the new name, the insurer plans to take a new start. The new name will become legally formalized on 22 June.

From that date onwards, it will become visible on all documents and other communication carriers of the company. The name will be used as a brand in the broker channel. Insurance contracts which are sold through Fortis’s former banking branches would use the brand name BNP Paribas Fortis.

Bart De Smet, CEO, Fortis Insurance Belgium, said: “with our new name we want to build a bridge between past and future. On one hand it refers by the link with the former name AG, to our expertise, solidity and strong image. On the other hand, it symbolises our open vision on the world, our dynamism and our will to think ahead and to innovate in a rapidly changing world.”

The changing of name does not have any impact on the name of the Fortis Holding nor on its other subsidiaries, the company said in a statement.

Fortis Insurance Belgium was established in 2006 in consequence of the merger of Fortis AG (formerly AG), which cooperates with insurance brokers, and FB Verzekeringen, the former insurance company of Fortis Bank.