Announcing Equitable: A New Day for a 160-Year-Old Financial Services Company

Tuesday, January 14, 2020

Announcing Equitable: A New Day for a 160-Year-Old Financial Services Company

NEW YORK - January 14, 2020 – Equitable, a leading financial services company and subsidiary of Equitable Holdings (NYSE: EQH), today unveiled the brand it will operate under as an independent, U.S.-based company. Formerly known as AXA Equitable Life, the company will begin this new chapter in its distinguished history as Equitable, an iconic American brand synonymous with helping generations of people achieve financial well-being.

“Today we herald the next step in our journey as an independent company,” said Equitable CEO Mark Pearson. “Throughout our 160-year history, we have helped millions of Americans reach their goals and achieve financial security. As one of this country’s most enduring brands, the name Equitable is at the core of our commitment to help clients secure financial well-being so they can pursue long and fulfilling lives.”

As it enters this next chapter, Equitable has established itself as a leading provider of financial advice, protection and retirement strategies with 2.8 million clients across the country. The company offers variable annuities, tax-deferred investment and retirement plans, employee benefits, and protection solutions for individuals, families and small businesses. Equitable’s broad portfolio is distributed through an affiliated retail channel, Equitable Advisors, with approximately 4,330 registered and licensed financial professionals, and through leading third-party distribution platforms.

“We believe at the heart of every financial decision is a life decision,” said Equitable President Nick Lane. “To be fully invested and deliver the best advice and strategies, we must know our clients as individuals. Financial planning can be a deeply emotional and personal subject, and our promise is to take a lifelong, holistic view of our clients’ goals, dreams and aspirations so we can help them navigate their unique journeys.”

The company’s commitment to help clients face their financial futures with confidence is woven throughout its refreshed brand. This includes Equitable’s logo, representative of the Greek goddess Athena, and a consistent element of the company’s 160-year-old visual identity. A timeless symbol of courage, strength and wisdom, Athena appears in the new logo in a modern form and facing forward to signal optimism, empowerment and progression...

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