Allianz has announced the rebrand of its personal lines broker business from LV= Broker to Allianz, the latest strategic advance for its brand in the UK.
Nicola George, who joined the company recently, will lead this part of the Allianz business as managing director.
With around 750,000 customers holding an LV= Broker branded policy, Allianz considers this change as a key step in growing its brand across the personal lines market.
It follows the rebrand in March of digital motor insurance business Flow, which is now called Allianz.
Serge Raffard, managing director of Allianz Personal, said: “Allianz is a highly trusted and globally recognised brand, and we have ambitious plans to develop it across many parts of our business into a household name.
“This rebrand is the latest move in a series of strategic advances for the Allianz brand in the UK and is a new chapter for our personal lines broking business. What won’t change is our passion and care for our brokers and their customers. We will always draw on our deep experience and expertise to shape and deliver the best solutions.”
The insurer also announced the appointment of Carolyn Rich to a newly created senior leadership role which aims to elevate the Allianz brand family to new levels of customer and market visibility.
As the new director of the brand, reporting to UK Managin Director of Personal Lines Serge Raffard, Rich will develop an overall brand strategy across the personal, commercial, and specialty businesses.
Her role also encompassed the multi brand strategy that Allianz Holdings operates, which includes the brands LV= General Insurance and Petplan.
Since joining Allianz in 2013, Rich has held a range of leadership roles in brand and marketing, most recently as head of market management for Allianz Commercial.
Colm Holmes, CEO of Allianz Holdings, said: “Carolyn is a dynamic leader with a track record of creativity and success – both at Allianz and in the branding and marketing world. She is the perfect fit to bring more of our multi-branded story to our consumer and business clients, and to the wider market.
“Our creation of this senior role reflects the passion and importance we attach to building our brand. We are also looking forward to an incredible summer of sport as official worldwide insurance partner of the Olympic and Paralympic movements.”
