BOSTON – Liberty Mutual Insurance, the sixth-largest personal insurance provider in the US, will market and sell all of its personal lines products solely under the Liberty Mutual brand starting in 2026. Safeco Insurance, the company’s brand within the independent agent channel, will retire as a brand; however, Safeco customers will keep their agent relationship, and their policies will not be impacted other than the name change.
“This transition will allow us to fully harness the Liberty Mutual brand value for all of our customers, agents and partners, across all distribution channels,” said Tyler Asher, Liberty Mutual chief distribution and marketing officer, US Retail Markets. “Importantly, this will significantly simplify our business, allow us to dedicate our considerable marketing power behind a single brand, and enable us to leverage and scale our technology to deliver unified but differentiated products and experiences across channels.”
Luke Bills, president, Independent Agent Distribution, added, “The Safeco legacy is one of strength, partnership and an unwavering commitment to independent agents. We will carry that legacy forward and will bring our agents even greater value with this brand change.”
Since acquiring Safeco in 2008, Liberty Mutual has maintained the brand name for its home, property and specialty lines of business in the independent agent channel. Over that time, Safeco has grown to more than $13 billion in annual premium, offering personal auto, property and specialty products in 48 states through a network of more than 22,000 independent agencies.
Liberty Mutual also sells directly to consumers online and through licensed sales representatives at call centers. The direct and independent agent channel product offerings will remain differentiated.
Source: Liberty Mutual Insurance
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