Liberty Mutual Insurance has decided to go all Liberty Mutual, all the time.

The insurer is retiring the brand names of eight regional commercial lines insurers in order to use the Liberty Mutual brand exclusively in all markets.

“The decision was influenced by our agents' desire to align their businesses with the stronger, more recognizable Liberty Mutual brand,” says company spokesman Christopher Goetcheus.

Earlier this year Boston-based Liberty Mutual began telling its independent agents about the nationwide rebranding, which will play out over the course of the year.

The brands being retired are: Peerless Insurance, which operates in 8 states in the Northeast region; Ohio Casualty, which operates in 7 states in the Mid-Atlantic region; Montgomery Insurance, which operates in 7 states in the Southeast region; Indiana Insurance, which operates in 9 states in the Midwest region; Colorado Casualty, which operates in 6 states in the Mountain region; Liberty Northwest, which operates in 5 states in the Northwest region; American First Insurance, which operates in 6 states in the Southwest Region; and Golden Eagle Insurance, which operates in California.

Operationally, it's business as usual, Goetcheus says. There will still be eight geographical regions with local authority—each with a president, regional vice presidents and territory managers.

Based on direct premiums written, Liberty Mutual is the second-largest P&C insurer in the United States. State Farm is the leading carrier.

The insurer is the third-largest insurer in commercial lines, behind American International Group and Travelers, according to SNL Financial.

Special Reports /

Liberty Mutual Phases Out 8 Regional Brands

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