In a bid to remain competitive in the highly lucrative insurance industry foreign-based firm phoenix has re?branded. Going forward, as it entrenches its position as a provider of simple, innovative and customer-centric insurance and financial solutions across the Indian Ocean islands and East African region, the group and all of its subsidiaries and divisions will be known as MUA. The launch of the new name and identity, however, is not merely a rebranding exercise. Instead, the group is reaffirming its culture and reinforcing its values.