Xafinity Sipp and Ssas, part of the XPS Pensions Group, have rebranded to XPS Self Invested Pensions.
Following the rebrand of its self-invested personal pension and small-self administered scheme business, the Xafinity website has been completely renewed and can now be found under xpsselfinvestedpensions.com.
XPS Pensions Group was created three years ago, after Xafinity acquired the actuarial and administration divisions of Punter Southall, which consequently saw the business become XPS.
Andy Bowsher, director at XPS Self Invested Pensions, said the business decided to move forward with the new brand as it better reflects its expertise in this area.
Bowsher said: “While we have always been embedded within the XPS Group, we feel the time is right to bring the trusted XPS brand to the fore.
"XPS Self Invested Pensions better reflects the benefits of both the scale and breadth of pensions expertise of the group, and the decades of specialism in Sipp and Ssas products we proudly maintain."
He added: “As we come through a year of Covid-19, the landscape is changing. Technology is just as important as personal service for clients and advisers.
“As part of XPS Group we have been able to invest in both, and this has seen us emerge from 2020 with strong sales and growth.”
Meanwhile, Jeff Steedman, head of business development at XPS Self Invested Pensions, said although the name and appearance of the business had changed, “very little else has”.
“We want to reassure our customers and financial advisers that we remain centred around relationships - they’ll still receive the same personal service, from the same dedicated people who work for the same business,” he added.
The last quarter of 2020 saw the businesses's sales increase 36 per cent compared to a year ago, and in December new clients almost doubled from a year earlier.
Back in July, the firm launched an online hub for both savers and advisers, which offered overhauled functionality as well as confidential document storage.
Its Sippcentre allows advisers to view clients’ full bank account transaction history and all investments held as well as the latest valuations.
It also includes a commercial property information centre which shows all tenant details and their rental payment status.
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