allianz blue flags

Allianz to bolster brand presence in 2024

Posted: 16 January 2024

Allianz is today announcing its plans to bring the world’s number one insurance brand to the UK personal lines motor and home market. 

As part of the insurer’s ambition to extend its UK presence, the personal lines business will rebrand its existing digital motor insurance product from Flow to Allianz in March, signalling a major branding step for the business. The product, rated 5 stars by Defaqto, will remain available to customers direct and through aggregators. Flow won best motor insurance provider at the 2023 Insurance Choice awards.  

In addition, LV= Broker will rebrand to Allianz in May. Allianz already has a very strong presence in the UK Commercial broker market having recently won Broker Partner of the Year at The British Insurance Awards and serves over 2000 UK brokers with products and services ranging from SME through to large-Corp and specialty. The business has started communicating to its brokers, and the Allianz brand will appear on customer facing documentation, software houses and broker systems. The products and people behind them will remain unchanged.

Serge Raffard, Managing Director at Allianz Personal comments, “I’m delighted to confirm that we’re bringing the world’s number one insurance brand to the UK personal lines market in 2024. We’re delivering on our purpose of securing our customers’ future by offering insurance with the best customer experience, digital capabilities, and people.

“Our people and culture are what makes us special, and it’ll be the same fantastic teams delivering to our brokers and customers through the Allianz brand. Customers will always remain at the heart of everything we do, because we care for our customers and deliver quality products and services in a fair and simple way. The LV= brand that our customers know and love, and has a strong presence in the UK, will continue as part of the wider Allianz family.

Serge Raffard, MD at Allianz Personal

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 more than 122 million* private and corporate customers in more than 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 717 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 2022, over 159,000 employees achieved total revenues of 152.7 billion euros and an operating profit of 14.2 billion euros for the group***.

*Including non-consolidated entities with Allianz customers.

**As of March 31, 2023

***As reported – not adjusted to reflect the application of IFRS 9 and IFRS 17.

About Flow

Flow insurance offers a digital self-service annual motor product and is designed to be straightforward, providing customers with control at the touch of a button. Launched in 2021, Flow car insurance is Defaqto 5 Star rated and voted excellent on Trustpilot. Customers can make changes to their policy without mid-term adjustment fees, motor legal expenses and guaranteed hire car is included as standard. Flow was awarded ‘Best motor insurance provider’ at the 2023 Insurance Choice awards as voted by customers. For more information visit:

Cautionary note regarding forward-looking statements

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 Group's core business and core markets, (ii) the performance of financial markets (in particular market volatility, liquidity, and credit events), (iii) the frequency and severity of insured loss events, including those resulting from natural catastrophes, and the development of loss expenses, (iv) mortality and morbidity levels and trends, (v) persistency levels, (vi) particularly in the banking business, the extent of credit defaults, (vii) interest rate levels, (viii) currency exchange rates, most notably the EUR/USD exchange rate, (ix) changes in laws and regulations, including tax regulations, (x) the impact of acquisitions including and related integration issues and reorganization measures, and (xi) 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.

No duty to update

The Allianz Group assumes no obligation to update any information or forward-looking statement contained herein, save for any information we are required to disclose by law.

Natasha Gibbs

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