This week marks a significant milestone for global insurance group Allianz as it widens its brand reach in the UK’s personal insurance market.
As previously announced, the top insurer, capitalising on its international reputation, is rebranding British subsidiaries LV= Broker and Flow to elevate Allianz’s profile among UK consumers. Flow’s identity shift took effect on Thursday, making the digital motor insurance business known to the market as Allianz.
With operations across nearly 70 countries and serving over 125 million customers, Allianz’s branding move in the UK underscores its ambitious growth plans in the country’s personal lines insurance sector. In the commercial space, Allianz currently serves over 2,000 UK brokers.
“Allianz already has an enviable reputation in the UK business world as a leading commercial insurer, and we are now delighted to share our brand with UK motorists,” Allianz Personal managing director Serge Raffard said.
“This is part of a wider strategic vision to bring more of Allianz to the UK, to show how our global strength and depth of experience can help secure people’s futures. Our ambition is to shape ideas into innovative solutions that help us care for our customers, and to always deliver the best service possible.”
As planned, LV= Broker will start to be called Allianz in May.
“What is exciting for current and future customers is that we are leveraging the scale and global clout of the Allianz brand,” Raffard said. “We have an exciting summer ahead, and our role as worldwide insurance partner of the Olympic and Paralympic Games will help further build Allianz as a trusted household name.”
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