The acquired firm controls £5m in gross written premiums (GWP)

Seventeen Group has continued its acquisition spree with the purchase of Gen2 Broking.

Midlands-based Gen2 controls £5m in gross written premiums (GWP) and focuses on corporate clients.

The deal will see the firm rebrand to James Hallam, which is Seventeen’s broking subsidiary.

Seventeen chief executive Paul Anscombe said the business was a “natural fit”.

“We will be building our presence in the Midlands in the years ahead using Gen2 to create a central hub,” he added.

“The business will be rebranding to James Hallam in due course.”

Other deals

This is among many purchases Seventeen has made this year, with it most recently acquiring East Pennine Insurance Consultants in June.

The business also purchased Wisemans Insurance Services and North West Risk Solutions during the month.

Jon Nottingham, who leads Gen2, said his firm joined Seventeen as it was a “perfect fit for us culturally”.

“Building a business over the past six years has been uniquely challenging, but we remain committed to genuine independent broking and, as such, Seventeen is a perfect fit for us culturally and somewhere we will enjoy being part of,” he added.