Sutton Winson has formally rebranded as Acrisure UK Broking Limited, becoming the first of Acrisure’s nine UK retail insurance brokers to adopt the parent company’s name.
The rebrand marks the beginning of a wider rollout, with other UK-based businesses under Acrisure expected to transition to the unified brand during 2025. A new website has also been launched to represent the company’s UK retail broking operations.
Acrisure, a global fintech company with operations spanning insurance, reinsurance, cybersecurity and employee benefits, has expanded its UK presence over the past three years through the acquisition of nine retail brokers, three managing general agents and a broker network.
Sally Swann, managing director of Acrisure UK Retail Broking in the South, said the company’s name change would not impact the level of service provided to clients, adding that the same team, expertise and commitment would continue to support clients across the corporate, personal, healthcare, high net worth, commercial and specialty sectors.
“Our strategy of creating our business through the acquisition of like-minded brokers in the UK has been very successful thanks to Mark’s ability to match businesses with the same entrepreneurial DNA, combined with a huge potential for growth,” said Jason Howard, international president at Acrisure.
The rebrand comes amid a broader trend in the UK insurance sector, where a number of firms have recently undertaken similar initiatives following M&As or strategic realignments. Several major players have consolidated operations under a single brand, reflecting efforts to simplify structures and improve visibility in a competitive market.
Acrisure has also recently announced a partnership with Nottinghamshire County Cricket Club, becoming the official insurance partner and shirt sponsor of the women’s team, The Blaze. The Fox Road stand at Trent Bridge has been renamed the Acrisure Stand. The company has existing sponsorship deals in the United States, including naming rights for Acrisure Stadium, home of the NFL’s Pittsburgh Steelers, and Acrisure Arena, venue for the Coachella Valley Firebirds ice hockey team.
Acrisure also recently opened a new international headquarters in London. The office houses several parts of its UK operation, including retail broking, reinsurance, London wholesale, corporate advisory services and Flux Syndicate 1985.
