FirstAssist Insurance Services Limited has announced it is to be renamed Cigna Insurance Services (Europe) Limited.
The move follows Cigna's acquisition of the First Assist business in November 2011.
As part of the rebranding, Cigna Insurance Services said its plans include significant investment in digital and mobile technology, a programme of new product and customer service innovation and "deploying the very best capability in sophisticated data analysis techniques into the UK affinity market."
It also revealed a new product aimed at customers concerned about NHS waiting times is planned for launch later this year.
Ian Craig, head of marketing at Cigna Insurance Services, said: "Operating under the Cigna brand and the investment the company is making in our business reflects our determination to continue to be a partner of choice in the UK affinity arena.
"Our track record, particularly in the travel insurance market, where we have become a leading player in the industry, clearly demonstrates how a sharp focus on specific segments and understanding unique aspects of both partners and their customers, can deliver real value for all stakeholders. Our objective is to replicate this success in all of our core sectors and we expect our investment programme to deliver a step-change in the business's growth trajectory."
