NAVA, the Association for Insured Retirement Strategies, is now the Insured Retirement Institute – or IRI. The association announced it is completely re-branding itself effective immediately.

Along with the name change is a new mission, new location and new staff focused on ensuring the insured retirement strategies industry thrives in the future, while protecting the consumers who invest in guaranteed income products like annuities, according to a press release issued Monday.

The organization will transition from a product-based to consumer-based focus. IRI will focus on the best interest of the consumer and improved productivity of the industry based on enhanced consumer confidence in the value they receive from insured retirement planning by becoming the authoritative source of all things pertaining to annuities, insured retirement products and retirement planning, according to the release. The consumer will become a new focal point for intelligence gathering and financial advisors will be brought into membership to provide them with greater information, tools and training.

“This is a critical moment in our industry that requires a new, reinvigorated approach,” says Cathy Weatherford, CEO and President of IRI. “IRI will be a trusted resource for consumers looking for guaranteed income in an economy and times where there is little certainty. We will provide consumers with the knowledge and confidence in retirement planning that can no longer be taken for granted.”

“The success of insured retirement strategies depends on advisors being well-educated and well-informed on the latest developments in order to confidently recommend these products,” adds James A. Shepherdson, Executive Vice President of AXA Equitable and in-coming IRI Chair. “That’s why IRI is bringing advisors into the fold — to give them access to as much valuable information as possible to make those recommendations.”

The association has also given its Web site, www.irionline.org, a face lift. Previously based in Reston, Va. as NAVA, IRI is now headquartered in downtown Washington, D.C. at 1331 L Street, NW, suite 310, 20005.