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Liberty Mutual Phases Out Eight Regional Brands

Liberty Mutual Insurance has decided to go all Liberty Mutual, all the time...
January 16, 2013

Liberty Mutual Insurance has decided to go all Liberty Mutual, all the time. The insurer is retiring the brand names of eight regional commercial lines insurers in order to use the Liberty Mutual brand exclusively in all markets.

“The decision was influenced by our agents’ desire to align their businesses with the stronger, more recognizable Liberty Mutual brand,” says company spokesman Christopher Goetcheus. The change will play out over the course of the year.

Liberty Mutual tells PIA National that each of the eight regions continue to operate with local decision-making authority. Each has a President, several Regional VPs, and a full complement of underwriting teams and territory managers to work directly with their independent agency partners. Just as the regional companies are committed to the communities in which they operate, sponsorships and participation in community initiatives will continue to be administered by local leadership, but now under the Liberty Mutual Insurance brand.

The brands being retired are: Peerless Insurance, which operates in 8 states in the Northeast region; Ohio Casualty, which operates in 7 states in the Mid-Atlantic region; Montgomery Insurance, which operates in 7 states in the Southeast region; Indiana Insurance, which operates in 9 states in the Midwest region; Colorado Casualty, which operates in 6 states in the Mountain region; Liberty Northwest, which operates in 5 states in the Northwest region; American First Insurance, which operates in 6 states in the Southwest Region; and Golden Eagle Insurance, which operates in California.

Based on direct premiums written, Liberty Mutual is the second-largest P&C insurer in the United States. State Farm is the leading carrier. Liberty Mutual is a member of The PIA Partnership.

Liberty Mutual Phases Out Eight Regional Brands (National Underwriter 1/10/13)