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Helphire and Albany Assistance rebrand as Auxillis

Helphire and Albany Assistance are to be rebranded, bringing the two accident management businesses under a common name.

Auxillis marketing director Jerome McManus

Auxillis marketing director Jerome McManus said the new branding will help streamline things for customers

The two firms are part of Redde plc, which provides accident management, legal and support services to insurers, brokers and the automotive sectors, and will be rebranded as Auxillis, derived from the Latin word ‘Auxillium’ meaning to help, aid and remedy.

The Helphire name first appeared in 1992 when the company launched in Bath while Peterlee-based Albany Assistance launched in 1987 as NORMA and was renamed Albany Assistance in 2005.

The companies said the decision to rebrand the was taken as part of a continual improvement strategy to simplify the customer journey.

commented: “The new Auxillis branding is a logical step, streamlining the customer journey and supporting the look and feel of our enhanced customer service delivery.

He added: “Obviously we lose the extensive heritage of the old brands, but the new branding will deliver immediate benefits especially communications with customers.”

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.