Liberty Mutual Insurance to Adopt Single-Brand Sales and Marketing Strategy for All Personal Lines Products in 2026

BOSTON, Massachusetts, March 5 -- Liberty Mutual Insurance Group issued the following news release:

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Liberty Mutual Insurance to Adopt Single-Brand Sales and Marketing Strategy for All Personal Lines Products in 2026

Company to Sunset Safeco Insurance Brand; No Impact on Agents or Customers

BOSTON (March 4, 2025) - Liberty Mutual Insurance, the sixth-largest personal insurance provider in the US, will market and sell all of its personal lines products solely under the Liberty Mutual brand starting in 2026. Safeco Insurance, the company's brand within the independent agent channel, will retire as a brand; however, Safeco customers will keep their agent relationship, and their policies will not be impacted other than the name change.

"This transition will allow us to fully harness the Liberty Mutual brand value for all of our customers, agents and partners, across all distribution channels," said Tyler Asher, Liberty Mutual chief distribution and marketing officer, US Retail Markets. "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."

Luke Bills, president, Independent Agent Distribution, added, "The Safeco legacy is one of strength, partnership and an unwavering commitment to independent agents. We will carry that legacy forward and will bring our agents even greater value with this brand change."

Since acquiring Safeco in 2008, Liberty Mutual has maintained the brand name for its home, property and specialty lines of business in the independent agent channel. Over that time, Safeco has grown to more than $13 billion in annual premium, offering personal auto, property and specialty products in 48 states through a network of more than 22,000 independent agencies.

Liberty Mutual also sells directly to consumers online and through licensed sales representatives at call centers. The direct and independent agent channel product offerings will remain differentiated.

About Liberty Mutual Insurance

At Liberty Mutual, we believe progress happens when people feel secure. By providing protection for the unexpected and delivering it with care, we help people embrace today and confidently pursue tomorrow.

In business since 1912, and headquartered in Boston, today we are the eighth largest global property and casualty insurer based on 2023 gross written premium. We also rank 87 on the Fortune 100 list of largest corporations in the US based on 2023 revenue. As of December 31, 2023, we had $49.4 billion in annual consolidated revenue.

We employ over 40,000 people in 29 countries and economies around the world. We offer a wide range of insurance products and services, including personal automobile, homeowners, specialty lines, reinsurance, commercial multiple-peril, workers compensation, commercial automobile, general liability, surety, and commercial property.

For more information, visit www.libertymutualinsurance.com.

Contact: Liberty Mutual Insurance Public & Media Relations, [email protected]

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Original text here: https://www.libertymutualgroup.com/about-lm/news/articles/liberty-mutual-insurance-adopt-single-brand-sales-and-marketing-strategy-all-personal-lines-products-2026