Acrisure UK Broking Limited: A New Era in UK Insurance
Sutton Winson has officially rebranded as Acrisure UK Broking Limited, becoming the first of Acrisure’s nine UK retail insurance brokers to adopt the parent company’s name. This change marks the beginning of a broader rebranding initiative, with other UK-based businesses under Acrisure expected to transition to the unified brand throughout 2025.
The rebranding coincides with the launch of a new website representing the company’s UK retail broking operations. Acrisure, a global fintech firm operating in insurance, reinsurance, cybersecurity, and employee benefits, has significantly expanded its UK presence over the past three years. This expansion has been achieved through the acquisition of nine retail brokers, three managing general agents, and a broker network.
Sally Swann, managing director of Acrisure UK Retail Broking in the South, emphasized that the name change would not affect the level of service provided to clients. The same team, expertise, and commitment will continue to support clients across various sectors, including corporate, personal, healthcare, high net worth, commercial, and specialty insurance.
“Our strategy of creating our business through the acquisition of like-minded brokers in the UK has been very successful thanks to Mark’s ability to match businesses with the same entrepreneurial DNA, combined with a huge potential for growth,” said Jason Howard, international president at Acrisure. The rebranding is part of a larger trend in the UK insurance sector, where several firms have recently undergone similar initiatives following mergers and acquisitions or strategic realignments.
In related news, Acrisure has announced a partnership with Nottinghamshire County Cricket Club, becoming the official insurance partner and shirt sponsor of the women’s team, The Blaze. The Fox Road stand at Trent Bridge has been renamed the Acrisure Stand. This partnership is part of Acrisure’s broader sponsorship strategy, which includes existing deals in the United States, such as naming rights for Acrisure Stadium and Acrisure Arena.
The company has also recently opened a new international headquarters in London, housing several parts of its UK operation, including retail broking, reinsurance, London wholesale, corporate advisory services, and Flux Syndicate 1985. This move demonstrates Acrisure’s commitment to establishing a strong presence in the UK insurance market.
