Manulife Financial is launching a new name for the organization distributing its wealth management products offered in Canada. The brand, Manulife Investments, will gather a wide range of products and wealth management services all under one umbrella.

“Our goal is to be the pre-eminent provider, through independent advisors and dealers, of innovative products and value-added services, satisfying the wealth management needs of consumers through their entire life,” said Roy Firth, senior vice president, Manulife Financial, in a news release.

Among key areas of focus for Manulife Investments are: innovative product development, access to proven top-quality asset management, distribution development and service support, added Eric Grove, vice president, investment funds, Manulife Financial.

“Under the Manulife Investments umbrella are a variety of products and services that Manulife Financial offers in Canada: including segregated funds, two broad mutual fund families (Elliott & Page Mutual Funds plus the new Manulife Investment eXchange (MIX) mutual funds, annuities and guaranteed investment contracts,” Grove said.

“Our clients recognize the financial strength of Manulife Financial, but we will be developing new relationships within new distribution channels – and continuing to build on the Manulife name, long known for strength, stability and global presence,” Grove added. “Over the next few weeks, we will be unveiling our new advertising campaign: ‘Manulife Investments — With you every step of the way’.”

The marketing initiative will support a range of new and enhanced products, including MIX mutual funds, a proprietary fund management tool called i-Watch, and innovative offerings of guaranteed investment contracts, mutual and segregated funds.

“To our independent advisors, Manulife Investments provides a wide range of innovative investment products plus a range of tools and support to help build their business and meet investors’ needs,” Grove said.