Editor's note: This brief was summarised by The Property AI Newsroom from a report by Mortgage Strategy. Read the original article for full details.

AMI Unveils Brand Refresh Emphasising Advice, Mortgages, and Insurance

The Association of Mortgage Intermediaries (AMI) has launched a brand refresh, which goes live on 15 June. The refresh centres on the words ‘Advice, Mortgages, Insurance’ and introduces a new strapline: ‘Championing Advice, Shaping the Future’.

AMI states that the brand update reflects both the growing recognition of its work and its core mission to advocate for professionals who help consumers with significant financial decisions. The association notes that the new strapline highlights its dual responsibility to its members and the wider sector.

According to AMI, the refreshed brand aims to more precisely articulate the organisation’s role as the market and the association itself have evolved. The focus on ‘Advice, Mortgages, Insurance’ is intended to represent the daily reality for many of its members, with protection being a central part of the service mortgage advisers provide.

AMI also points to its upcoming seventh annual Protection Viewpoint report, which it says demonstrates how protection is now embedded in its research and advocacy work. The association notes that the timing of the brand refresh coincides with ongoing sector discussions, including those prompted by the FCA’s Pure Protection Market Study.

AMI emphasises that its commitment to members remains unchanged, and the refresh is designed to provide a clearer expression of the expertise within its membership and the organisation’s ambitions.