’This rebrand is the latest move in a series of strategic advances for the Allianz brand in the UK,’ says managing director

Allianz has officially rebranded LV=Broker – its personal lines broking business – as the insurer looks to extend its market visibility.

The move will see the business now be called Allianz and has been described as a “key step in growing the Allianz brand across the personal lines market”.

It will be led by Nicola George, who became the new managing director of the arm last week following the departure of Mike Crane.

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 appointment

Allianz has also revealed that Carolyn Rich will take up the role of director of brand, effective immediately.

The move will see her develop an overall brand strategy across the personal, commercial and specialty businesses.

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

Colm Holmes, chief executive 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.”