Ami says the refresh signals both the growing recognition of its work and its core mission, which is to advocate for the professionals who help consumers navigate some of the most important financial decisions of their lives.

The refresh has been made around three words: ‘Advice, Mortgages, Insurance’ alongside a new strapline ‘Championing Advice, Shaping the Future’.

Ami notes that the new strapline reflects the association’s dual responsibility.

Ami chief executive Stephanie Charman says: “We are not reinventing AMI, we are articulating it more precisely. The organisation has grown, the market has changed and the role of advice has never been more important. This refresh ensures the way we present ourselves keeps pace with the work we are actually doing and the members we are proud to serve.”

“’Advice, Mortgages, Insurance’ reflects the day-to-day reality for a huge number of our members. Protection is not separate from what mortgage advisers do, it sits at the heart of a complete, client-focused service. We wanted our brand to honour that.”

Ami says its seventh annual Protection Viewpoint report, to be published this year, underlines how embedded protection has become in the trade body’s research and advocacy programme.

With the FCA’s Pure Protection Market Study adding further regulatory momentum, it says the timing of the refresh aligns with a sector in active dialogue about its future.

Charman adds: “Our commitment to members has not shifted. AMI remains the home of mortgage and protection advisers, and everything we do is in service of that.”

“What this refresh gives us is a cleaner, more honest expression of the breadth of expertise within our membership and the ambition of the organisation going forward. Advice. Mortgages. Insurance. That is what our members do, and that is what AMI is here to support.”