Wienken & Associates Ltd. has started doing business as uFinancial.

UFinancial, Harrisburg, Pa., a general agency for Massachusetts Mutual Life Insurance Company, Springfield, Mass., has been doing business in central Pennsylvania since 1890.

The company is rebranding to emphasize that “we always stay focused on ‘you,’ the client,” according to Matthew Dobbie, the managing partner.

UFinancial also has put up a new website and organized a series of free financial workshops aimed at consumers, and it hopes to hire up to 20 new financial services professionals in the coming months, Dobbie says.