Allianz extends market visibility through rebrand of LV= Broker

Allianz has today announced the latest strategic advance for its brand in the UK by rebranding its personal lines broker business from LV= Broker to Allianz.

The change is happening under the leadership of Nicola George, who was welcomed last week as the new managing director of this part of the Allianz business.

Around 750,000 customers hold an LV= Broker branded policy, so today’s change is a key step in growing the Allianz brand across the personal lines market. It follows the rebrand in March of the popular existing 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.”

New Director of Brand role

Allianz has today also announced that Carolyn Rich will take up a newly created senior leadership role to elevate the Allianz brand family to new levels of customer and market visibility.

In her new role as director of brand, effective immediately, Carolyn will develop an overall brand strategy across the personal, commercial, and specialty businesses to ensure the world’s number one insurance brand is on a clear trajectory to greater prominence in the UK.

Her role will encompass and lead the multibrand strategy that Allianz Holdings operates, which includes the brands LV= General Insurance and Petplan.

She joined Allianz in 2013 and has held a range of leadership roles in brand and marketing, most recently as head of market management for Allianz Commercial. She has previously founded and led a marcomms consultancy, Enrich Communications, and worked in marketing roles in the third sector, including at Barnardo’s. She will report to Serge Raffard, who has extensive experience of brand leadership and strategy at a group level with Allianz.

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.”