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Beneficial Adopts New Trade Name

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NU Online News Service, June 11, 2004, 1:52 p.m. EDT – A 99-year-old Utah life insurer is changing its trade name to reflect efforts to expand its product line.[@@]

Beneficial Life Insurance Company, Salt Lake City, will be presenting itself to the world as Beneficial Financial Group.

Beneficial wants to signal that, in addition to selling life insurance, it sells retirement planning services, estate planning services, employees benefits, executive compensation services and other financial products and financial services, the company says.

Beneficial Life will continue to be the company’s official name, but the company is putting the “Beneficial Financial” name on its downtown Salt Lake City building.