Ageas will promote products from both businesses at the conference

Andy Watson, Ageas

Ageas is dropping the Groupama Insurances branding in time for the Biba conference.

Ageas is a principal sponsor of the event, and 23 senior managers from both Ageas and the former Groupama business including Ageas UK chief executive Andy Watson (pictured) and François-Xavier Boisseau who heads up Ageas Insurance Ltd, and was previously chief executive of Groupama Insurances.

The Groupama Insurances brand will no longer be promoted in the UK, although the name will continue to be used as the legal name of the company until the end of the year while the transfer of business process is completed.

Boisseau said: “The timing of the brand transition has been dictated by the legal process, but by a happy coincidence it has given us the perfect platform at this year’s Biba conference to show brokers we are the same business with the same focus on delivery, but with a broader proposition and expertise. Over time, Groupama will become known as Ageas as we complete our portfolio transfer.  

“As we have said previously, our chief aim during this process is to deliver certainty and continuity to our brokers and partners. Both existing Ageas and Groupama products will continue to be available during and after the integration process and brokers will have access to our key people in the way they have always done. This is a message we’ll be sending out loud and clear at the Biba conference.”

Ageas will be serving cocktails and running a “chill out” competition on its stand at the conference. Participants who correctly identify 10 sound clips will be entered into a draw to win a luxury hotel stay for two with tickets for Cirque du Soleil’s Quidam at the Royal Albert Hall.

Ageas completed its purchase of Groupama in November, forming the UK’s fifth-largest insurer. Ageas agreed to phase out the Groupama Insurances brand – which is owned by Groupama SA – as part of the £116m transaction.