Since 2002, all children born in the UK who qualify for British citizenship have been eligible for a voucher worth £250 to open a CTF account.
Family Investments provides these products for companies such as the Post Office, Abbey, Sainsbury's and Barclays, but is keen to develop its own brand as a one-stop-shop for family financial services. It recently launched an ISA division.
Although the name Family Investments will be retained, the brand will no longer use the Mr Men children's characters in its marketing. The new-look design, by branding agency Radley Yeldar, remains child-friendly but is aimed at improving its appeal to parents.
The design will focus on colourful pictures of outdoor scenes, including a lighthouse and a hot-air balloon, as well as a recurring 'tree of life' motif.
All future communications will be focused on the strapline 'Helping families do the right thing'. The fresh identity rolls out on Wednesday 2 April and will be supported by a press and online campaign.
Earlier this year, Family Investments launched an online brand - Money for Mums - to target new mothers. The site was created by digital agency Baber Smith.
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