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Liberty Mutual Insurance has retire of its Safeco Insurance brand, consolidating the company’s personal auto, property and specialty insurance products distributed through independent agents under the Liberty Mutual name.
All personal lines products previously marketed as Safeco are now sold exclusively under the Liberty Mutual brand. Existing Safeco policyholders will retain their relationships with independent agents, and the brand change will not affect their insurance policies.
- Liberty Mutual has retired the Safeco brand effective April 25, consolidating personal auto, property and specialty insurance under the Liberty Mutual name.
- Safeco, acquired in 2008, grew to nearly $14 bn in annual premiums across 48 states through more than 22,000 independent agencies.
- Existing Safeco policies and agent relationships remain unchanged, while Liberty Mutual will maintain distinct offerings for direct and independent agent distribution.
The transition follows a year-long process involving consultation with independent agents to prepare for the change.
Liberty Mutual completes Safeco brand transition
“The Safeco brand had a strong reputation as a trusted champion for independent agents and commitment to excellent service for customers. That legacy will continue with even greater value with the market strength of Liberty Mutual,” said Luke Bills, Liberty Mutual’s president of Independent Agent Distribution.
This year-long process has been marked by ongoing agent engagement and input to ensure a seamless transition, and they are overwhelmingly eager to now leverage the Liberty Mutual brand.
Liberty Mutual, the seventh-largest personal insurance provider in the US, acquired Safeco in 2008.
Since the acquisition, Safeco expanded to nearly $14 bn in annual premiums, offering personal auto, property and specialty insurance products in 48 states through a distribution network of more than 22,000 independent agencies.
The decision brings that business under Liberty Mutual’s existing corporate identity without changing customers’ coverage or independent agent relationships.
Direct and independent agent distribution remain separate
Liberty Mutual will continue operating through both direct and independent agent distribution channels.
Alongside its independent agency network, the insurer sells policies directly to consumers through its website, licensed sales representatives in call centers and licensed distribution partners.
Although the Safeco brand is being discontinued, the company confirmed that product offerings in its direct and independent agent channels will remain differentiated.
Liberty Mutual’s global insurance operations
Liberty Mutual is a Fortune 100 company with more than 110 years of operating history, employing over 40,000 people across 27 countries and economies.
The insurer ranks as the ninth-largest global property and casualty insurance company and generates more than $50 bn in annual consolidated revenue. Its operations are organized into three strategic business units.
US Retail Markets provides auto, homeowners, renters and other personal insurance products, alongside small commercial property and casualty coverage for individuals and businesses across the US.
Global Risk Solutions offers commercial and specialty insurance, reinsurance and surety products to midsize and large businesses worldwide.
Liberty Mutual Investments manages the deployment of more than $100 bn in long-term capital globally through the company’s integrated investment platform.
The retirement of Safeco completes the consolidation of the insurer’s independent-agent personal lines branding while preserving the separate product structures of its direct and agency distribution businesses.
