Called Just, the brand will be rolled out across the group in phases, starting with individually underwritten retirement income solutions in January.
The company will continue to trade on the London Stock Exchange as JRP Group.
The group, which works in retirement income, care, medically underwritten defined benefit de-risking and equity release markets, has assets under management of £16 billion.
The new name and logo was created after testing with advisers and and consumers testing.
The company claimed to have come up with a “distinctive colour pallet”, asserting that it differentiates itself from other financial services brands by “placing social purpose at its heart with a commitment to help the many millions of people who are facing challenges in later life”.
Rodney Cook, group chief executive, said: “Following the merger, a huge amount of work has been undertaken to develop a brand which not only represents the expertise, knowledge and vision of both businesses but highlights our commitment to consumers and our business partners. We are here to help people get the most out of their retirement by providing market leading products, services and making choices easier to understand and decisions more straightforward.
“Retirement means something different to each person and by recognising this we can help more people achieve a fair, secure and fulfilling retirement.”