The INS Family of Companies, a business solutions provider that includes PEO Merit Resources and Portico Staffing, rebranded under the name Aureon effective immediately.

Rebranding at the Iowa-based firm reflects a broadening footprint in the business support services field, which has expanded in recent years to encompass a variety of technology, HR and contact center services, according to the company.

Merit Resources and Portico Staffing, as well as Merit Senior Living, will take on the the Aureon HR brand.

Aureon’s INS, Alliance Technologies and Alliance Connect technology divisions will take on the Aureon Technology brand. In addition, the company’s Caleris contact center services division will become Aureon Contact Center.

“After 27 years of growing INS from a company built to serve the Iowa independent telecommunications companies to a diverse house of brands offering multiple support solutions, Aureon represents the next step in our evolution and direction,” said CEO Ron Keller. “There is a tremendous amount of value in being able to offer all of these services under one roof, while leveraging the experienced people and individuality that made each company unique.”

Most of the company’s 600-plus employees moved into its new corporate headquarters last year. Aureon also plans to expand its current West Des Moines headquarters with an adjacent facility mid-2016. Aureon will also continue operations in both their Kansas City and Omaha offices.

INS acquired PEO Merit Resources in 2013, and Merit Resources acquired Des Moines, Iowa-based Portico Staffing in December 2015.