Australasia Underwriting Pty Ltd has announced a rebranding initiative alongside a strategic expansion of its property and casualty insurance portfolio across Australia.
As part of the initiative, the company will operate under the abbreviated name AUPL.
Initially announced in April, the rebrand introduces a new visual identity while streamlining the company’s name, aiming to reflect a modernised corporate image and improve broker engagement.
Alan Mackay, chief executive officer of AUPL, said the decision to rebrand was driven by the company’s growth trajectory and need for a more concise and recognisable brand.
“Growth requires progress. It was time our branding caught up with who we’ve become – modern, innovative, and future-focused,” he said. “We’re evolving, but we’re still backing brokers with the speed, smarts, and responsiveness that are hallmarks of the AUPL service.”
The rebrand coincides with AUPL’s efforts to simplify its broker interface and reaffirm its operational philosophy, which the company summarises as “making the difficult easy.”
According to executives, the refreshed identity is intended to improve the broker experience, particularly in areas of product access, underwriting responsiveness, and decision-making speed.
Alan Brett, a senior executive at AUPL, said the firm remains focused on delivering value to brokers through specialised underwriting and technological enhancements.
“We're building an innovative product set that is the go-to for the Australian broker market. Our focus remains on developing the next generation of property and casualty underwriters while using technology to power front-line, face-to-face underwriting,” he said.
The company has also strengthened its leadership team with the appointment of Steve Ross as head of casualty, a move that supports its broader ambition to grow its liability offerings.
Ross, who joined the company in late 2024, oversees product development and underwriting strategy in the casualty segment.
Commenting on his appointment, Ross said AUPL’s operational approach and focus on broker support aligned with his values.
“I was attracted to the role due to AUPL’s solutions-first approach and desire for innovation to meet the changing needs of its customers,” he said.
Mackay said Ross’s experience and leadership will contribute to the company’s broker-led strategy.
“Harnessing expert underwriting, and giving our brokers immediate access to that, is a fundamental component of our proposition. It’s what makes us different. Steve shares that ethos, and we look forward to his contribution to the leadership team,” Mackay said.
