Safeco Insurance coverage will cease being a model title in 2026, and Liberty Mutual Insurance coverage will promote all of its private strains merchandise underneath the Liberty Mutual title.
Safeco has been Liberty Mutual’s model for the impartial agent channel to promote house, auto and specialty enterprise since Safeco was acquired by the Boston-based insurer in 2008.
“The Safeco legacy is considered one of power, partnership and an unwavering dedication to impartial brokers,” mentioned Luke Payments, president of impartial agent distribution, in an announcement. “We are going to carry that legacy ahead and can convey our brokers even better worth with this model change.”
However come 2026, Safeco logos in company workplaces – the identical one that after adorned a Main League Baseball ballpark – will probably be changed with Limu Emu and Doug. Novelties commemorating Safeco’s 100-year anniversary in 2023 (born in Seattle by Hawthorne Okay. Dent as Common Insurance coverage Firm of America) will probably be saved away.
Liberty Mutual, the sixth-largest author of private strains within the U.S., mentioned the insurance policies of Safeco prospects is not going to be impacted and prospects will maintain their agent relationship. Liberty Mutual additionally makes use of direct distribution and licensed gross sales reps.
Transitioning away from the Safeco title will “absolutely harness the Liberty Mutual model worth for all of our prospects, brokers and companions, throughout all distribution channels,” added Tyler Asher, Liberty Mutual chief distribution and advertising officer, US Retail Markets. Liberty Mutual mentioned direct and impartial agent channels will stay differentiated.
“Importantly, this can considerably simplify our enterprise, permit us to dedicate our appreciable advertising energy behind a single model, and allow us to leverage and scale our expertise to ship unified however differentiated merchandise and experiences throughout channels,” Asher added.
Because it was purchased by Liberty Mutual in 2008, Safeco’s 22,000 or so impartial companies helped develop the enterprise to $13 billion in annual premium – as the corporate generally stepped in to imagine books of enterprise from different insurers. It did so late final yr when it took the personal lines book of Main Street America. In September 2024, Safeco mentioned it entered into a private auto and umbrella strains ebook switch agreement with Columbia Insurance Group.
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