Great-West Life Files Trademark for Multi-Service Financial Platform 'EMPOWER INVESTMENTS'

Great-West Life & Annuity Insurance Company has filed a trademark application for 'EMPOWER INVESTMENTS,' a brand intended to be used for a broad range of financial services. The filing, submitted by Rachel A. Rice and made public on November 20, 2025, covers services that include automated, web-based personal financial management, investment brokerage, retirement planning, and financial portfolio management. This trademark encompasses services related to aggregating and analyzing financial data from various institutions, online banking, electronic payment services, and investment advisory functions. The application specifies use in classes 009, 016, 035, 036, and 042, reflecting technology, printed materials, business services, finance, and information technology sectors respectively, indicating a multifaceted approach to financial services delivery. Notably, the trademark covers digital tools such as downloadable and non-downloadable software across multiple device platforms including desktops, laptops, tablets, and mobile phones. These tools are designed for managing and reporting personal financial information, facilitating securities trades, investment portfolio modeling, electronic payments, and account management with embedded features for cybersecurity and identity theft protection. The extensive software coverage suggests an integrated ecosystem aimed at enhancing user access to detailed financial planning and transaction functions. The application also includes printed financial instructional materials such as brochures, manuals, and guides focused on accounting, business finance, investment, retirement planning, and tax planning, indicating support for both digital and physical consumer education. In addition to direct financial services, 'EMPOWER INVESTMENTS' plans to provide business intelligence, advisory services, and a searchable online database with professional financial, retirement, and investment information. It aims to facilitate referrals in investment advisory and financial planning as well as offer business consultancy and informational content through electronic networks. Security initiatives within the offering include computer security services to prevent unauthorized access to sensitive data and online monitoring to detect identity theft. These components represent an emphasis on compliance, risk mitigation, and privacy protection as part of the service suite. This trademark application reflects a strategic expansion by Great-West Life & Annuity into integrated digital and traditional financial service solutions, highlighting trends towards automation, comprehensive portfolio management, and enhanced client-facing technology in the insurance and financial sectors. The detailed coverage across financial services, technology, compliance, and education signals a competitive effort to address multifaceted customer needs in a digitally enabled market. Such a wide-reaching service offering under a single trademark suggests Great-West is positioning itself to capture increasing market demand for consolidated financial management platforms that streamline investment, retirement, and tax planning. The inclusion of both advisory and transaction capabilities aligns with evolving payer/provider dynamics and regulatory environments emphasizing transparency, data security, and user accessibility. The trademark application's emphasis on color and design elements within the mark also underscores branding considerations as Great-West Life & Annuity endeavors to build distinct market recognition for this new segment of its business. In sum, 'EMPOWER INVESTMENTS' represents a comprehensive initiative blending technology, finance, and regulatory compliance features to support a modernized, versatile financial services brand.