Not so Safeco — Liberty Mutual to Drop the Brand

Liberty Mutual purchased Safeco in 2008. It has been the insurer’s independent agent outlet for the sales of home, auto and specialty insurance.

Luke Bills is Liberty Mutual’s president of independent agent distribution said the company is going to retire the Safeco name in 2026. He says nothing will change for the independent insurance agent and agencies.

“The Safeco legacy is one of strength, partnership and an unwavering commitment to independent agents,” Bills said. “We will carry that legacy forward and will bring our agents even greater value with this brand change.”

Taking its place will be Liberty Mutual’s personal and specialty lines, the ones pushed by Doug and Limu the Emu. Policyholders will not be impacted and Bills said they will be able to keep the relationship with their independent agent.

Tyler Asher heads Liberty Mutual’s distribution and marketing. He said the transition away from Safeco will “fully harness the Liberty Mutual brand value for all of our customers, agents and partners, across all distribution channels.”

Asher said there will be no distribution changes for consumer or agents.

“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,” Asher continued.

The 22,000 independent agents Safeco used helped the company’s income to grow to $13 billion in annual premiums. Adding to Safeco’s success is Liberty Mutual stepping in once in awhile to purchase the books of business from other insurers and pushing them to Safeco.

The purchase of Main Street America in 2024 saw that book of personal auto and umbrella lines sent to Safeco.

Source link: Insurance Journal — https://bit.ly/3FnxOVi