American Enterprise Group Inc. has announced that it will rebrand to Wellabe with the change taking effect June 26.

According to a news release, the new name, logo and brand platform are designed to create greater visibility and better showcase the company’s complete portfolio of products. AEG will not rename its six insurance company subsidiaries, but the Wellabe brand will allow the 94-year-old Des Moines-based company to capitalize on its overall size and strength with a clear and consistent message.

“While we have seen tremendous growth over the years, it’s important to ensure our brand pays tribute to our past while evolving to meet our future needs,” Tom Swank, CEO at AEG, said in the release.

The new name comes from the phrase “We’ll always be.” It’s an extension of the company’s promise to always be there for its customers, distribution partners and each other, the release states.

Debbie DeCamp, chief marketing officer, said the decision to rebrand “was part of a very deliberate and thoughtful process. There is so much meaning and intention behind every aspect of Wellabe. This is more than just changing our name and logo. It’s an opportunity to differentiate ourselves in the marketplace and create an emotional connection with our customers.”