Canadian financial services giant Manulife has unveiled a new brand across its global portfolio including its Canadian mortgage operations.

The firm was founded 130 years ago and has seen several brand refreshes over the years with the latest designed to reflect a simplified approach to how it offers its products to customers.

"This updated brand marks a significant milestone on our transformation journey," said Manulife President and Chief Executive Officer Roy Gori. "However, it is even more important because of what it unequivocally says to our customers: we are here for you, and we're focused on helping you make your financial decisions easier and lives better."

The lender is also making changes to its digital apps and websites including reducing the number, as part of a drive to make complex financial matter simpler for customers.

"We live in a world where we're surrounded by choice. At the same time, it's harder than ever before to decide which products and services are best for us," said Manulife Global Chief Marketing Officer Gretchen Garrigues. "Recognizing this reality, we are committed to helping our customers cut through the noise and make confident decisions as they pursue their life goals. Our updated brand reflects this commitment."

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