The rebrand follows the acquisition of Punter Southall Group by Xafinity Consulting in January.
 
The new brand identity was described by the firm as “a significant step in Xafinity’s strategy towards becoming the pre-eminent pensions consultancy firm in the UK.”
 
The firm advises more than 1,200 different corporate sponsors and defined benefit pension schemes in a range of sizes.

Schemes range from those with assets of £10m to those with assets in the multi-billions.
 
Paul Cuff, co-CEO of XPS Pensions Group, said: “The launch of our new name and brand is a big milestone in our merger.

“We have been so pleased with the response we have had these last few months since it was first announced – our clients have been really enthusiastic and to see our staff so excited has been a real pleasure.

“All this is happening against a backdrop of some real challenges in our industry - we’ve all read the negative headlines, and there are lots of things to fix.

“But what the merger creates is a firm that can rise to these challenges.”
 

In a recent trading update XPS Pensions Group said the integration programme was “advancing well”, with the combined group seeing “a positive reaction from both clients and employees.”

A spokesman said: “The board expects to report results for the full year in line with its expectations and the business is well positioned for further growth.”