JACKSONVILLE, Fla. - The Board of Directors of Life of the South Corporation voted unanimously to change the name of the company to Fortegra Financial Corporation, announced Richard Kahlbaugh, president and CEO.

"There are many reasons for the name change. After consulting with many investment bankers, we determined that a name without a regional reference was more appropriate as we continue to drive to an initial public offering," said Kahlbaugh. "Equally compelling has been our success in expanding our footprint. We now conduct business in over 30 states and have the authority to conduct business in over 40 states. Finally, we are completing an acquisition that will give us a significant presence in the southwest and the west coast."

He made it clear that the name change and rebranding is limited to the holding company. "While we are changing the name of the holding company, the operating entities will maintain their brand. The name change will be completely transparent to our customers and the markets they serve. More importantly, we remain committed to maintaining our business model and our customer-focused service which has been the hallmark of our brand."