JRP Group, the company formed by the merger of Just Retirement Group and Partnership Assurance in 2016,  has unveiled its new brand – Just.

The Just brand will be rolled out across the group in a phased approach starting with individually underwritten retirement income solutions in January.  The company will continue to trade on the London Stock Exchange as JRP Group (ticker code – JRP).

Following intermediary and consumer testing, Just said the new brand was developed to represent the knowledge, expertise and vision of the two businesses.

The provider said it differentiates itself from other financial services brands by placing social purpose at its heart with a commitment to help the many millions of people who are facing challenges in later life.

Just has a market cap of £1.4bn ($1.7bn) and assets under management of £16bn.