January 8, 2019

Charter Oak Financial rebrands and 'refreshes'

Charter Oak Insurance & Financial Services Co., one of the largest general agencies of Massachusetts Mutual Life Insurance Co. (MassMutual) with Connecticut offices in Hamden and Norwalk, has shortened its name to Charter Oak Financial, and unveiled a new brand that reflects the firm's newly articulated mission and vision.

The positioning references Charter Oak's regional history and highlights its demeanor in interacting with clients, associates and communities: "Redefine Possible," the firm's brand philosophy, is based on its mission to "build authentic relationships that redefine possible."

A recrafted mission and vision are reflected in the firm's new messaging. Charter Oak's new logo retains the symbol of a tree present in its pre-rebrand identity, symbolizing both its growth into the future and its roots in history and strength. The firm's website, charteroakfinancial.com, has been redesigned to reflect the refreshed brand, improve the user experience and deliver new features.

"This is a pivotal point in our firm's history," said Charter Oak General Agent Brendan Naughton. "Within our organization today, we have advisors and staff who span generations, have come from different companies within and outside of our industry, and who are situated across three states. This new brand position unites all of us under a common purpose and the same set of guiding principles that inform our relationships with each other and our clients."

"The soul of our organization hasn't changed," said Charter Oak General Agent Peter Novak. "Throughout our growth, our goal has always been to retain a small-company feel with large-company resources. Delivering an experience to our clients and associates consistent with these goals continues to be our focus."

Charter Oak traces its roots to 1886, when it was known as "The Home Office Agency," and located in a single-room office in downtown Springfield, Mass. It has since grown into a multi-state, multi-office firm with more than 200 advisors and staff.

In addition to Hamden and Norwalk, Charter Oak has main offices in Holyoke, Mass., Latham, N.Y., Flushing, N.Y. and satellite offices throughout Connecticut, Massachusetts and New York.

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