Broker rebrands for wider market

One of Australia’s largest brokers has announced a change of group company name, launching a new brand identity that serves its growing client base.

Austbrokers Holdings Limited has changed its name to AUB Group Limited. The change was approved at the company’s Annual General Meeting last week and went into effect on Monday.

AUB Group CEO and Managing Director Mark Searles says the rebranding has come as a result of the company’s progression since it’s launch 30 years ago.

“We’ve evolved significantly as a company over the last 30 years. While our origins stem from insurance broking, we also now have very significant presence in the specialist underwriting agency and risk services areas – throughout Australia and internationally,” Searles says.

“Our name and brand now needs to evolve to reflect all these segments and geographies that we serve.”

Searles says that the company’s market-facing business brands, including Austbrokers, NZbrokers and SURA, will remain unchanged.

“What you will see changing is an increased link of how our partner businesses reference the strength of AUB Group, as we match our exterior to our vision of being a trusted adviser for all business risk,” Searles says.

AUB Group Head of Marketing Vanessa Lyons says: “We begin the next era with a name and brand identity that accommodates the growing footprint and scope of our portfolio.”

“The new AUB Group brand essence, ‘partnership amplifies potential’, captures both the heritage of our unique owner-driver partner model as well as our total risk solutions journey,” Lyons says.

“Combined with our visual circular theme – representing our unifying nature, this new name and look better defines who we are.”