New brand identity for Equity Insurance Group

Equity Insurance Group has announced the successful launch of the company’s new brand identity. The group, previously known as Cox Insurance Holdings, was delisted and deregistered in August 2005 by a consortium including the management team and private equity investors Duke Street Capital and Englefield Capital.

The rebranding will enable the group to focus on a more streamlined brand family, and thereby raise name awareness. It is a key foundation in realising the new company vision of ‘Delivering Quality insurance for Brokers and Customers.’

Equity Red Star, the Lloyd’s of London underwriting business, is the UK’s sixth largest motor insurer and has been providing insurance products in the UK for the past 60 years. It will retain the Equity Red Star name but receives a fresh new look to its logo. It has a diverse and broad based book, including private car, classic car, vans, motorcycle, taxis, minibus, fleet, haulage, agricultural vehicles, motor breakdown, household and personal accident.

The insurance broking division will trade under the new brand of Equity Insurance Brokers from May 2006. The Group’s 58 high street branches, which currently trade as Bennetts in the South of England, Insure Shop across the Midlands and the North and JMW in Northern Ireland, and its call centres, will receive new signage to reflect the rebranding.

Equity Insurance Group has been running a prominent advertising campaign over the last few months, to communicate the rebrand to brokers throughout the UK and to highlight the classes of business the Group offers. Since his appointment, Neil Utley, chief executive, has strengthened the management team with the appointment of Andrew Gibson as finance director, Keith Charlton and John Josiah as joint active underwriters and Ray White as underwriting director. Most recently, David Birch was appointed sales director for the Group. Nick Potts remains as managing director of the broking division.

Chief executive Neil Utley said “We are delighted to be starting the New Year with the new Equity brand across the Group. We have worked hard over the past few months to concentrate the business on improving customer service and ensuring that brokers can easily access our high levels of expertise in personal lines insurance."

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