WTW reintroducing old brand names as part of 2025 market efforts

WTW has revealed that it is reintroducing Willis and Towers Watson as trading names as part of its 2025 strategy.

In a statement sent to Insurance Times, WTW said that many clients and carriers had been using its legacy names since Willis Group and Towers Watson merged in 2016.

As a result, the firm has decided to incorporate the Towers Watson and Willis names in its go-to-market efforts this year.

However, WTW remains the company name and brand, including for use in financial reporting.

“Following the Towers Watson and Willis combination in 2016, many clients and carriers continued to refer to us by our legacy names given name recognition in the marketplace,” a WTW spokesperson said.

“As we roll out our strategy for 2025 and beyond, we want to ensure that the company is using every possible advantage available to execute on our growth strategies.

“So, we have refined our brand to more strongly incorporate Towers Watson or Willis in our go-to-market efforts, while keeping a strong connection to the WTW brand.”

Name history

The Willis name dates back to 1828, when Henry Willis began his career as a merchant selling imported goods on commission in the UK.

After merging with Towers Watson in 2016 to become Willis Towers Watson, the combined business rebranded to WTW in 2022.

WTW stressed that reintroduced the old names does not signal a change in its operating structure or strategy.

“It’s purely a reflection of how we are referenced in the marketplace,” a spokesperson said.