Regence Life and Health Insurance Company is facing a lawsuit for changing its corporate name to LifeMap Assurance Company. Regence is part of Cambia Health Solutions, the parent company of Regence Blue Cross Blue Shield of Oregon. Just four days after Regence changed its name to LifeMap Assurance Company, LifeWise Assurance Company filed a complaint in federal court, alleging Regence engaged in unfair and deceptive trade practices, reported the Lund Report. In its complaint, LifeWise said Regence is trying to "create confusion in the market place for health insurance products and services and to piggyback and get a free ride on the substantial goodwill" of LifeWise. The insurer added that Regence's new corporate and brand names "represent an obvious and intentional copy of the LifeWise Assurance Company and LifeWise servicemarks." Article