Desjardins has announced that State Farm in Canada will be rebranded as Desjardins Insurance.

The rebranding is part of Desjardins’ ongoing integration plan since acquiring the assets of State Farm’s Canadian business in 2015.

Desjardins says the brand transition will officially begin on May 1, 2018, and will be completed by December 31, 2019.

“This is an exciting step in the evolution of Desjardins. We have a well-known and very strong brand, this will contribute to strengthening it across Canada,” said Guy Cormier, President and CEO, Desjardins Group.

“Our vision is rooted in a cooperative mission which highlights community involvement and customer-focused values. Desjardins Insurance encompasses these shared values and commitments.”

State Farm clients in Canada will be served by their current agents who will transition to the Desjardins Insurance brand under the new Desjardins agent network.

“We are committed to the exclusive agent network, which provides clients and consumers the added value of personal service and advice from a trusted insurance professional in their community,” said Denis Dubois, President and Chief Operating Officer of Desjardins General Insurance Group. “Our clients will continue to benefit from the established relationships they’re used to, with full access to the insurance and financial products that fit their unique needs and goals.”

Desjardins says that the goal for Desjardins Insurance will be to ensure the competitive pricing of its products and services, maintain the highest levels of customer service, strengthen its competitive position and enhance its digital capabilities. This is to best serve the evolving needs of its clients while remaining committed to further growth and development across Canada.