Analysis

Will RSA’s reputation remain ‘Intact’ after rebrand?

By Trevor Hemsley 2025-04-24T11:58:00

rebrand

Adopting parent company’s name could see the insurer ‘literally starting again as a brand’ – or could the ‘allure’ of a ‘new and different’ name pose an ‘interesting strategy’ for business progression?

RSA has confirmed that – following its September 2023 deal to acquire Direct Line Group’s commercial lines operations – the insurer will be rebranding by the end of this year, adopting Intact’s moniker.

This decision is not without risk.

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