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Allianz extends market visibility through rebrand of LV= broker

Posted: 01 May 2024

Allianz has today announced the latest strategic advance for its brand in the UK by rebranding its personal lines broker business from LV= Broker to Allianz.

The change is happening under the leadership of Nicola George, who was welcomed last week as the new managing director of this part of the Allianz business

Around 750,000 customers hold an LV= Broker branded policy, so today’s change is a key step in growing the Allianz brand across the personal lines market. It follows the rebrand in March of the popular existing digital motor insurance business Flow, which is now called Allianz.

Serge Raffard, managing director of Allianz Personal, said:
“Allianz is a highly trusted and globally recognised brand, and we have ambitious plans to develop it across many parts of our business into a household name.

“This rebrand is the latest move in a series of strategic advances for the Allianz brand in the UK and is a new chapter for our personal lines broking business. What won’t change is our passion and care for our brokers and their customers. We will always draw on our deep experience and expertise to shape and deliver the best solutions.”

Serge Raffard, MD of Allianz Personal

New Director of Brand role

Carolyn Rich, director of brand, Allianz UK

Allianz has today also announced that Carolyn Rich will take up a newly created senior leadership role to elevate the Allianz brand family to new levels of customer and market visibility.

In her new role as director of brand, effective immediately, Carolyn will develop an overall brand strategy across the personal, commercial, and specialty businesses to ensure the world’s number one insurance brand is on a clear trajectory to greater prominence in the UK.

Her role will encompass and lead the multibrand strategy that Allianz Holdings operates, which includes the brands LV= General Insurance and Petplan.

She joined Allianz in 2013 and has held a range of leadership roles in brand and marketing, most recently as head of market management for Allianz Commercial. She has previously founded and led a marcomms consultancy, Enrich Communications, and worked in marketing roles in the third sector, including at Barnardo’s. She will report to Serge Raffard, who has extensive experience of brand leadership and strategy at a group level with Allianz.

Colm Holmes, CEO of Allianz Holdings, said:
“Carolyn is a dynamic leader with a track record of creativity and success - both at Allianz and in the branding and marketing world. She is the perfect fit to bring more of our multi-branded story to our consumer and business clients, and to the wider market.

“Our creation of this senior role reflects the passion and importance we attach to building our brand. We are also looking forward to an incredible summer of sport as official worldwide insurance partner of the Olympic and Paralympic movements.”

Colm Holmes, CEO of Allianz Holdings

Media contact:

Paul Platt | +44 7385 340 347 |

About Allianz Holdings plc

Allianz Holdings plc is the non-regulated holding company which owns the principal insurance operations of Allianz SE in Great Britain including Allianz Insurance.

About Allianz

The Allianz Group is one of the world's leading insurers and asset managers with around 125 million* private and corporate customers in nearly 70 countries. Allianz customers benefit from a broad range of personal and corporate insurance services, ranging from property, life and health insurance to assistance services to credit insurance and global business insurance. Allianz is one of the world’s largest investors, managing around 737 billion euros** on behalf of its insurance customers. Furthermore, our asset managers PIMCO and Allianz Global Investors manage about 1.7 trillion euros** of third-party assets. Thanks to our systematic integration of ecological and social criteria in our business processes and investment decisions, we are among the leaders in the insurance industry in the Dow Jones Sustainability Index. In 2023, over 157,000 employees achieved total business volume of 161.7 billion euros and an operating profit of 14.7 billion euros for the group.

* Including non-consolidated entities with Allianz customers.

**As of December 31, 2023.

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This document includes forward-looking statements, such as prospects or expectations, that are based on management's current views and assumptions and subject to known and unknown risks and uncertainties. Actual results, performance figures, or events may differ significantly from those expressed or implied in such forward-looking statements.

Deviations may arise due to changes in factors including, but not limited to, the following: (i) the general economic and competitive situation in the Allianz’s core business and core markets, (ii) the performance of financial markets (in particular market volatility, liquidity, and credit events), (iii) adverse publicity, regulatory actions or litigation with respect to the Allianz Group, other well-known companies and the financial services industry generally, (iv) the frequency and severity of insured loss events, including those resulting from natural catastrophes, and the development of loss expenses, (v) mortality and morbidity levels and trends, (vi) persistency levels, (vii) the extent of credit defaults, (viii) interest rate levels, (ix) currency exchange rates, most notably the EUR/USD exchange rate, (x) changes in laws and regulations, including tax regulations, (xi) the impact of acquisitions including related integration issues and reorganization measures, and (xii) the general competitive conditions that, in each individual case, apply at a local, regional, national, and/or global level. Many of these changes can be exacerbated by terrorist activities.

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