Cigna launches rebrand as it continues to build out portfolio

As it continues to build out its portfolio of businesses, Cigna is updating the branding for its subsidiaries.

A logo reading "The Cigna Group"

The overall holding company will now operate as the Cigna Group, according to an announcement issued Monday. The new name better reflects the company's broader reach and its ambitions to continue to grow.

The broader Cigna Group employs 70,000 people and sells its products in 30 countries and jurisdictions.

“Over the last several years, we’ve built a diverse portfolio of leading capabilities to serve more people across our businesses,” said Lou Aversano, the company’s chief brand and marketing officer, in the release. “Now, we are evolving our brand architecture to reflect how we are serving the breadth of our relationships today and into the future.”

Under the Cigna Group, the company will operate Cigna Healthcare, which encompasses its health benefits business. Cigna Healthcare includes members in U.S. commercial and government plans as well as international coverage.

Evernorth will now operate as Evernorth Health Services, including the company's pharmacy benefit management, data analytics and care delivery offerings. Evernorth includes the Express Scripts PBM, Accredo specialty pharmacy, eviCore data analytics and MDLive telehealth.

The company said it will update its branding across all of its channels over time.

Cigna's rebrand comes on the heels of similar moves by its competitors over the past year. Last summer, Anthem announced plans for a corporate rebrand as Elevance Health, though its plans will continue to operate as Anthem Blue Cross. The insurer also launched its Carelon brand to house many of its payer-agnostic services, including care delivery and its PBM.

Humana restructured its enterprise into two wings, one focused on its core health plan business and CenterWell, which houses its care delivery services.

These examples all echo what's worked for industry behemoth UnitedHealth Group, which includes UnitedHealthcare's insurance services as well as the diverse array of products made available by Optum.