Acrisure has continued its push to scale its UK presence by rebranding two of its regional brokerages, Hine Chartered Insurance Brokers and CRK Commercial Insurance Services.
Both businesses will now operate under the Acrisure name as the company works to create a unified brand across the market.
The rebrand is part of Acrisure's broader strategy to consolidate its UK operations under a single identity, aiming to improve operational efficiency, service consistency and client experience. It follows similar moves earlier this year involving Sutton Winson, Affinity Brokers, FinCred and Building and Land Guarantees (BLG).
According to Acrisure UK CEO Mark McIlquham, the change reflects a pivotal stage in Acrisure's growth, transforming the company from a network of independent firms into an integrated broking platform. The strategy is designed to combine local expertise with the scale, technology and resources of a global fintech, strengthening the group's positioning in the competitive UK insurance broking sector.
The move also signals a shift in how consolidators in the insurance industry are evolving. Where once acquisitions were primarily about expanding market share, firms like Acrisure are now placing emphasis on unifying their brands to achieve greater recognition and consistency across regions. This can help brokers deliver more cohesive propositions to clients while leveraging digital innovation and specialist expertise at scale.
Hine becomes the first Acrisure-owned firm in Northern England to adopt the group's name. The Didsbury-based office will continue serving private and commercial clients while benefiting from Acrisure's technology and international reach.
CRK, a Midlands-based commercial insurance specialist founded in 2000, has also transitioned to the Acrisure brand. Known for its work in the manufacturing and engineering sectors, CRK adds further depth to Acrisure's regional presence and builds on the company's position in the Midlands following the earlier rebrand of BLG.
For the wider market, Acrisure's approach highlights the increasing role of global players in reshaping UK broking. By consolidating its acquired businesses under a single identity, the company is seeking to build stronger brand equity in a sector where client trust and recognition remain key differentiators.
The move also underscores how brokers are adapting to client expectations for seamless service, broader product access and more sophisticated risk solutions, particularly at a time when digital transformation is reshaping distribution.
Acrisure's UK operations now include 19 offices, more than 800 employees, three managing general agents (MGAs), Acrisure Re, Acrisure London Wholesale and the Eleven Network.
