Liberty Mutual retires Safeco brand

Liberty Mutual announced the retirement of the Safeco Insurance brand, the company’s auto, property and specialty lines business in the independent agent channel, effective April 25. All personal lines products are now solely marketed and sold as Liberty Mutual. Safeco customers are keeping their agent relationship, and their policies are not impacted by the name change.

Liberty Mutual, the seventh-largest personal insurance provider in the US, acquired Safeco in 2008. Safeco grew over that time to nearly $14 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, through licensed sales representatives at call centers and through licensed partners. The direct and independent agent channel product offerings will remain differentiated.

“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. 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 President, Independent Agent Distribution, Luke Bills.