New name comes one year after the firm was acquired by Aquiline

Equity Insurance Group has been rebranded as ERS, one year after the business was acquired by Aquiline.

The brand change is the latest move in a continuing overhaul of the business and will cover all operational divisions of Equity, including the Equity Red Star Lloyd’s Syndicate (Syndicate 218), which will operate under the name of ERS.

ERS commercial director Sam Hudson said: “Today marks the next stage of our transformation. We’re re-positioning our brand as ERS so that we can be absolutely clear on what we stand for and re-affirming our place in the market as a broker-only, motor-only insurer.”

“Complementing that, we have a new look that builds on our heritage and expertise as well as showing our confidence in our future,” Hudson said.

Aquiline acquired ERS on 22 April last year and changes since then include strengthening the management board, withdrawing from non-motor business, consolidating the regional office network and focusing on niche motor cover delivered through solely through brokers.