ST. PAUL, Minn. – Minnesota Life Insurance Company and its affiliates have adopted Securian Financial Group as a new brand. Securian Financial Group is now the umbrella identity for a range of Minnesota Life financial products and services including life insurance, investments, trust services and retirement plans. To mark the occasion the company unveiled new signage bearing the Securian name at its headquarters, which has sat unnamed since 1982. It is estimated that commuters will be exposed to the sign some 500,000 times a day as they drive in and out of St. Paul. "The Securian brand expands our identity to reflect the broader range of products and services we offer, including products we do not manufacture," said Chairman and President/CEO Robert Senkler. "It enables us to leverage our reputation in the diverse markets we serve." The Securian brand was chosen seven years ago when the company adopted a mutual holding company structure. Since then, "Securian" has been introduced as a distribution brand in many of the company's markets and to name several subsidiaries and business units. Securian Financial Group has nearly $435 billion of life insurance in force and $24 billion in assets under management.