The business has started communicating to its brokers about the move

Allianz has announced new plans to expand its brand in the UK motor and home markets.

In a statement released today (16 January 2024), the insurer said it wanted to bolster its brand presence in 2024 and would begin by doing so in the personal lines sector.

The move will see it rebrand its existing digital motor insurance product from Flow to Allianz in March – it will remain available to customers direct and through aggregators.

And LV=Broker, which operates in the personal lines market, will also rebrand to Allianz in May.

As part of this, the Allianz brand appear on customer facing documentation, software houses and broker systems.

The business has started communicating to its brokers about the move.

Serge Raffard, managing director at Allianz Personal, said: “I’m delighted to confirm that we’re bringing the world’s number one insurance brand to the UK personal lines market in 2024.

“We’re delivering on our purpose of securing our customers’ future by offering insurance with the best customer experience, digital capabilities and people.”


This came after Colm Holmes, chief executive at Allianz Holdings, told Insurance Times on 2 January 2024 that his firm “need to do more in personal lines”.

“For personal lines, we need to continue to be disciplined in rating but also ensure we provide affordable solutions to our customers,” he said.

He made the comments during a discussion about the insurer coming in at third in Insurance Times’ 2023 Top 50 Insurers report.

Raffard said that the firm’s “people and culture are what makes us special” and that following the rebrand, the same teams would continue to service brokers and customers.

“Customers will always remain at the heart of everything we do because we care for our customers and deliver quality products and services in a fair and simple way,” he added.