Exeter Family Friendly will be rebranded as The Exeter from Monday 5th October 2015.
The mutual insurer will later announce product enhancements as part of a programme of development.
Andy Chapman, CEO of Exeter Family Friendly, said: "The launch of The Exeter is more than just a new logo. It represents an ambitious statement of what we want to be as an insurer.
"The market is in need of a provider dedicated to constant improvement - and that's what we plan to be."
"Advisers can expect to see enhanced products, clearer and simpler product literature along with an improved online journey."
Simon Philp, director of distribution and marketing, said: "We will make enhancements that will deliver better value from day one, but there will be more to come.
"This brand is just the start of a series of developments which we think are needed to take the healthcare and protection markets into the future."