Fortis rebranded as ageas.

After being granted shareholder approval in late May, the insurance group Fortis will gradually introduce its new name, ageas, in the UK (lowercase intentional). Fortis profits were tumbling in March when the name change was first announced.

Before you run for the dictionary, the following is an explanation of the name from a company-released press release:

The first two letters honour our roots: they have been synonymous with excellence since the creation of AG Leven in 1824, and represent over 180 years of know-how and experience in insurance and banc assurance.

The 'e&a' at the heart of the new name refers to our two key markets: Europe and Asia, the combination of which accounts for the lion's share of the global insurance market. This international character is an essential part of our identity: ageas employs 10,000 people, each with their own individual talents, cultural background and expertise, but united by a common vision. We are part of the fabric of the local communities in which we operate, allowing us to adapt more easily to market conditions and customs.

The final 'as' stands for 'assurance' and a single-minded focus on our core insurance business. Nothing more, nothing less. Our ambition now is for ageas to become the benchmark for the insurance sector. Like our group, the name 'ageas' is more than the sum of its parts. It derives from the Latin word 'agere', meaning action, drive, and a conviction to forge ahead.

From another company release, an explanation of the rings: They "express a sense of energy and desire to get things done wherever the company does business around the world."

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