As part of this brand integration strategy, the names of the Elliott & Page and MIX families of mutual funds will be retired. Manulife Simplicity Portfolios remain unchanged.

“To better align our brands, Manulife Mutual Funds, a subsidiary of Elliott & Page Limited, will leverage the Manulife name more consistently across our mutual fund product platform,” says Doug Conick, vp of investment funds for Manulife Investments. “Manulife enjoys an outstanding reputation, both here in Canada and around the globe, as a leader within the financial services industry. We believe that by bringing the Manulife name to the forefront within our fund families, both advisors and investors will more easily recognize and identify with the high-quality products that we offer.”

Elliott & Page Funds will change to Manulife Funds and MIX Funds will change to Manulife Corporate Class. This brand strategy simplifies our mutual fund brands and builds on Manulife’s very strong brand equity in Canada.

“The Elliott & Page brand enjoys a long history within Canada’s mutual fund marketplace. While the decision to retire this brand has been a difficult one, we believe that bringing the Manulife name to the forefront will serve to improve awareness and recognition of our high-quality suite of mutual fund products,” adds Conick.

“With the MIX family of corporate class funds, the decision to rebrand was easier due to its shorter tenure in the marketplace. Also, by rebranding MIX Funds to Manulife Corporate Class, it allows our business partners to clearly differentiate between the two families and the value added benefits that they provide.”

The transition is expected to take place on August 24.

Manulife says the rebranding will in no way affect the mandates of the underlying investment funds. The changes will also have no impact on client service, advisor operations, existing policies or existing relationships with Manulife Mutual Funds’ sub-advisors.