Scottish broker to rebrand after being acquired by US-based firm

Affinity Brokers has become the first of Acrisure’s Scottish insurance brokers to rebrand.

US-based Acrisure acquired Glasgow-based Affinity, a commercial broker, in January 2023. The firm has specialisms in jewellery and jewellers block.

Affinity will now be known as Acrisure UK Broking and will continue to trade from its Blythswood Square office.

Motherwell-based WH&R McCartney, which is also part of the Acrisure group, will also rebrand to the same name, but will continue to trade under its current brand for the time being.

Scott Meechan, who founded Affinity with Yvonne McKnight, said: “McKnight and I founded Affinity in 2010 and have worked to build a brand that can leverage the vast opportunities presented by Acrisure’s technology, while valuing its clients’ journeys and culture.

“The company’s values and ambition closely aligned with our ethos and allowed us to extend our tech-enabled embedded insurance offering to a global audience, which is why we’re proud to be part of Acrisure.”

Other rebrand

This comes after Sutton Winson became the first of Acrisure’s nine UK retail insurance brokers to rebrand in May 2025.

Acrisure entered the UK market in 2022 with the acquisition of Nottinghamshire-based Russell Scanlan.

After rebranding Affinity, Mark McIlquham, UK chief executive at Acrisure, said: “Our UK presence has developed into a highly connected entity with a significant presence in Scotland, the north, Midlands and south.

“A key component of this community is our Scottish platform and its team of dedicated experts, who service our incredible clients in the region.

“Meechan and McKnight, the founders, will continue to lead this team and are committed to helping us develop our business in Acrisure’s UK environment.”