Charter Oak Insurance and Financial Services Co. Becomes Charter Oak Financial, Refreshes Brand Identity to Reflect Unified Mission and Vision

Norwalk, Conn., Jan 7, 2019—Charter Oak Insurance and Financial Services Co., one of the largest general agencies of Massachusetts Mutual Life Insurance Company (MassMutual), 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 honors Charter Oak’s rich regional history and celebrates its specific way of interacting with its 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, vision and set of guiding principles are at the core of the refresh, reflected in all of 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,, 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 with in 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.”

“Our rebrand is simply putting into words what’s always been there,” added Joanna Leary, Charter Oak’s Chief Branding + Communications Officer. “In a time when more and more individuals want to work with companies and people they feel are authentic, the opportunity to communicate who we are is more crucial than ever.”

Charter Oak’s roots reach back to 1886, when it was called “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 teams of dedicated staff. Challenging the assumption that technical knowledge alone is enough to serve a client’s needs, the firm has built a network of advisors with broad-ranging real-life experiences, allowing them to offer and gain insights necessary to build real, trusting relationships.

Charter Oak Financial serves the risk and wealth management needs of nearly 80,000 clients throughout the northeast. With presence throughout Connecticut, Massachusetts and New York, Charter Oak considers helping others the heart of its business and is proud to support many philanthropic organizations in all of the markets it serves. To learn more, visit
Securities, investment advisory and financial planning services offered through qualified registered representatives of MML Investors Services LLC, Member SIPC ( Supervisory Office: 330 Whitney Avenue, Suite 600; Holyoke, MA 01040. Tel: 413-539-2000. Local firms are sales offices of Massachusetts Mutual Life Insurance Company (MassMutual), and are not subsidiaries of MassMutual or its affiliated companies.

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