unnamed-5Price comparison site SoSwitch has rebranded to SoSmartMoney in a move intended to suggest a more personal approach.

The new brand identity for the Keighley-based company signals a change in direction from directing customers to switch products to offering more guidance and education around their finances.

MD Dean Jones explained: “We took a hard look at what service we wanted to provide our customers, and the SoSmartMoney brand was the most logical decision. Many similar comparison sites use cute gimmicks to draw in their customers, but we felt that we should be putting our energy into being a personable brand who cares about our customers.

“We don’t want to push anyone towards a tariff that doesn’t suit them, which is why we work with a network of trusted brokers and advisors who will be able to offer impartial advice to customers.”

Like SoSwitch, SoSmartMoney will still provide a range of financial products such as credit cards, insurance, utilities and broadband to compare online, but will also extend its offering to include a phone-based comparison service covering mortgages, loans and personal insurance such as life cover and income protection.