Commercial insurer rebrands after broker feedback

Peach Pi has refreshed its brand in a bid to “reflect the evolution of the business”.

The niche commercial insurer is now operating as Peach, with the ‘Pi’ being dropped from the name on 10 October 2024.

It said that the decision to rebrand “was taken to dispel any lingering perceptions that the business was all about indemnity”.

Broker feedback also contributed to the decision.

Head of commercial trading and distribution Ryan Bendelow said: “When Peach Pi was first launched, our business was very much indemnity led – hence the inference in the name. Increasingly, however, the schemes we are co-creating with our broker partners are beginning to be more property led.

“Our whole philosophy is about listening to the industry and to our broker partners to make sure that we continue to deliver what the market needs, in an agile and flexible way.

“And we were hearing that we were perceived to be mainly focused on indemnity, rather than the much broader range of products we do actually offer.

“So, it was a natural and obvious decision to say bye to the Pi.”

Growth target

Peach is a trading style of NPA Insurance, which is looking to grow its gross written premium (GWP) to around £28m by the end of next year.

The brand refresh forms the first phase of a three-year strategic plan to grow the business and shift the portfolio mix to meet this goal.

Peach chief executive Russell White said: “When the business was first launched this time four years ago, it was all about taking our 120 plus years of expertise as the insurer of choice for community pharmacy and making it available to a wider set of aligned health and wellbeing professions, through a select group of broker partners.

“As the brand became more established, our appetite has evolved and we are now increasingly finding ourselves working with our intermediary partners on developing schemes for micro and SME customers in a much broader range of sectors.”

Bendelow added: “The business has grown and evolved considerably over the last four years.

“Now it’s time to accelerate all the great things that we’ve managed to achieve and take the business to the next level. But it’s also important that our broker partners know that at the end of the day, we’re all about the service that we provide.”