Liberty Mutual to retire Safeco brand

By Michael Loney

March 5 - (The Insurer) - Liberty Mutual Insurance will retire its SafeCo brand and begin to market and sell all of its personal lines products solely under the Liberty Mutual brand starting in 2026.

Liberty Mutual acquired Safeco in 2008 and has since maintained the brand name for its home, property and specialty lines of business in the independent agent channel.

Over that time, Safeco has grown to more than $13 billion in annual premium, offering personal auto, property and specialty products in 48 states through a network of more than 22,000 independent agencies.

Liberty Mutual, which describes itself as the sixth-largest personal insurance provider in the US, also sells directly to consumers online and through licensed sales representatives at call centers.

“This transition will allow us to fully harness the Liberty Mutual brand value for all of our customers, agents and partners across all distribution channels,” said Tyler Asher, Liberty Mutual chief distribution and marketing officer for US retail markets.