AMI unveils refreshed brand centred on advice, mortgages and insurance

12 June 2026

Friday 12th June 2026, London

The Association of Mortgage Intermediaries (AMI) has launched a brand refresh that signals both the growing recognition of its work and its core mission: to advocate for the professionals who help consumers navigate some of the most important financial decisions of their lives.

At the core of the updated identity are three words ‘Advice, Mortgages, Insurance’ paired with the new strapline ‘Championing Advice, Shaping the Future’. Together, they set out clearly what AMI is for, who it represents, and the direction in which it intends to travel.

The move reflects the growing recognition that protection advice is a core component of the adviser proposition, sitting naturally alongside mortgage advice rather than being treated as an add-on. AMI has been deepening its engagement in the protection space for several years, and the refreshed brand makes that visible.

Stephanie Charman, Chief Executive of AMI, said:

“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’s seventh annual Protection Viewpoint report, to be published this year, underlines just 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, the timing of the refresh aligns with a sector in active dialogue about its future.

The strapline ‘Championing Advice, Shaping the Future’ reflects AMI’s dual responsibility: making the case for professional advice today, while engaging constructively with regulators, government and lenders to influence what the advice market looks like tomorrow. In an era of rapid technological change, including the emergence of artificial intelligence across financial services, AMI sees its role as both a defender of the advice profession and an active participant in its evolution.

Charman added:

“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.”

The refreshed branding will be live on the AMI website from Monday 15th June.