As the launch of our new brand approaches, we wanted to share our F.A.Q. from our customers, community supporters, and professional connections. This F.A.Q. also serves as an insight to some of the key changes and decisions that were made within the company.

Q: Why did KFSA decide to change its name?
A: The KFSA board of directors is comprised of thoughtful and strategic leaders who take positioning KFSA for future success seriously. Our future is driving the name change and rebranding effort, which includes geographic expansion and a diversifying book of business.

Q: When will the new name and rebranding take effect?
A: January 1, 2020

Q: So, what is KFSA’s new name?
A: We will now be known as ProValue Insurance, and promote our services as ProValue HR, ProValue Safety and Compliance, and ProValue Insurance.

Q: Will you have a new logo and look?
A: Yes, we have a new logo, tagline, and updated colors!

Q: KFSA wasn’t bought out by another company, right?
A: That is correct! We were NOT bought out by another company. Our leadership is positioning KFSA for future growth, expansion, and success.

Q: How does the KFSA name change and rebranding impact us as customers?
A: This name change will not impact you in any way. We remain committed to the values and professional service to which you have become accustomed to.

Q: Does the new name and rebrand include an updated website?
A: Yes! We are extremely excited to roll out a new and more interactive website with the name change and rebranding on January 1.

Q: Will I still have access to KFSA Connect?
A: Yes, you will still have access to our mobile app. However, don’t forget to update the app! As of January 1, 2020 the app will feature an update and will change to ProValue+

Q: What if I have more questions about the name change and rebrand?
A: Please feel free to give us a call at 800-362-2104 or send us an email to

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