My point is...I know a little about Life Insurance...and have stayed in a Holiday Inn Express (and set up Whole Life for kids...conservative long-term vehicle)To my main point...after listening to Patrick Donohoe recently on Michael Blank's podcast, I really started looking at how so many wealthy people DO seem to utilize certain Whole Life policies to (in effect) be their own bank for many purposes. 

Since you're rebranding it sounds like also restarting the listing with a blank canvas makes the most sense.I'd be interested to hear whether you have any issues delisting and relisting.