The Association of Lifetime Lawyers, formerly Solicitors for the Elderly, held its first flagship conference since changing its name – but it seems not everyone was entirely happy about the rebrand.

In a foreword to the conference brochure, association chair Michael Culver said: ‘Change is sometimes difficult to accept and whilst we did get one or two concerns raised about the chosen new name, by and large, the feedback from external parties and most of our members has been positive.

‘As many of our members have realised, a huge amount of market research went into this exercise and the name wasn’t chosen lightly.’

Culver noted that the new name reflects the fact that members don’t just help older people, but also vulnerable people at different stages of life. And not all members are solicitors.

All of which makes sense and Obiter struggled to think of a better name. The Association of Senior Service appealed, until someone pointed out that it sounds like a front for the tobacco industry.

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