RSA to rebrand to Intact Insurance

By Rebecca Delaney

April 14 - (The Insurer) - RSA will retire its brand and change its trading name to Intact Insurance by the end of 2025.

RSA traces its history back to Sun Fire Office, established in London in 1710.

In 2021 it was acquired by Toronto-based Intact Financial Corporation, the largest provider of P&C insurance in Canada and a large player in the commercial lines market in the UK and Ireland.

The firm has grown both organically and through acquisitions to almost C$24 billion ($17.3 billion) of total annual direct premiums written.

The rebrand to Intact Insurance is designed to accelerate progress against strategic objectives, leverage Intact’s deep expertise and unify colleagues globally.

Ken Norgrove, CEO of RSA UK and International confirmed that after bringing the RSA, NIG and FarmWeb brands together last year, the firm had signalled its intent to move to one brand in the UK.

"The transformation of the UK business since it was acquired by Intact in 2021 has been exceptional," commented Charles Brindamour, CEO of Intact Financial Corporation.

"Intact has a global footprint with big aspirations for the future and RSA is already a significant contributor. Aligning under the Intact brand is a natural next step in our strategy to strengthen our leading position in the UK, Europe and Ireland."