The Skandia brand has formally disappeared from the UK, all the company's operations are now part of the Old Mutual Wealth brand.
The new brand will continue to offer both critical illness cover and life assurance under the Protect Brand.
The rebrand means that Old Mutual Wealth has expanded itself as an adviser platform, a financial advice service, a wealth management service and asset management to encompass Skandia's operations.
The Skandia International brand will be rebranded next year as Old Mutual International.
Skandia was launched in the UK in 1979 and was well known for its MultiManager products and fund platforms. In 2006 Skandia was acquired by Old Mutual plc, the Old Mutual Wealth brand's launch in the UK completes its integration into the FTSE 100 listed group.
As part of an ad campaign the brand will sponsor golf coverage on sky sports, Skandia was the sponsor of both Cowes week and the Great British sailing team.
Paul Feeney, chief executive of Old Mutual Wealth, said, "There is a huge opportunity to create a company for the many who want to make a positive difference for themselves, those close to them, or the society they live in. There is an opportunity to build a business that integrates the three elements people need to help them save for their future - financial advice, investment and retirement solutions and tax efficient products. There is a necessity to rebuild trust in financial services by empowering customers through high quality advice and information.
"That is our focus at Old Mutual Wealth. We are incredibly proud of our Skandia heritage and in fact we want to reignite the Skandia passion for innovation and high quality support for advisers and customers within Old Mutual Wealth. So, we say goodbye to Skandia with pride and look forward to building a new breed of investment business as Old Mutual Wealth."
