The Safeco insurance brand has gone the way of the dodo bird. Now it’s always Lim Emu.
Liberty Mutual said April 27 that it was officially retiring the Safeco insurance brand from the independent agent channel, effective April 25, as it had said about a year ago.
All personal insurance products are now marketed and sold exclusively under the Liberty Mutual name. Liberty Mutual, which acquired Safeco in 2008, said individual insurance customers can retain their agency relationships and their policies will not change.
Safeco celebrates its 100th anniversary in 2023. The company utilizes a network of more than 22,000 independent agencies to provide personal automotive, property and specialty products in 48 states.
Luke Bills, president of independent agent distribution at Liberty Mutual, said: “The Safeco brand has a strong reputation as a trusted champion of independent agents and is committed to providing excellent service to customers. With Liberty Mutual’s market strength, this tradition will continue to be even more valuable.”
Boston-based Liberty Mutual said its direct and independent agent channel offerings will remain differentiated.
In late 2024, Safeco scored its own line on Main Street, U.S.A. In September 2024, Safeco said it entered into a personal auto and umbrella line book transfer agreement with Columbia Insurance Group.
Is this article valuable?
Here are more articles you might like.
The most important insurance news, in your inbox every weekday.
Get the insurance industry’s trusted newsletter
