Acrisure taps music legend Lionel Richie as brand ambassador

Chairman says move aligns with firm’s mission of "limitless growth"

Acrisure taps music legend Lionel Richie as brand ambassador

Insurance News


Acrisure has announced that legendary recording artist Lionel Richie will be joining the company as an official brand ambassador.

In his new role, Richie will leverage broadcast and social media platforms to raise awareness and generate excitement as Acrisure expands its direct-to-consumer offerings. Additionally, he will contribute to various marketing initiatives, showcasing Acrisure's transformation into a comprehensive fintech services provider.

“Acrisure could have simply relied on its reputation as a major player in the insurance industry, but it didn't. Instead, it actively avoided complacency and fostered innovation in multiple ways. As a result, Acrisure has emerged as a true frontrunner in the Fintech space,” Richie said. “What impresses me the most is the company's culture, which genuinely values empathy—a testament to the fact that growth can be pursued without losing sight of one's origins. Ultimately, that's the kind of company I want to collaborate with.”

Greg Williams, Acrisure co-founder, chairman and CEO, said that Richie's reputation would have a profound impact on expanding and enhancing Acrisure's brand.

“His exceptional skill at connecting authentically with an audience will make him an invaluable resource for the organisation,” Williams said. “We’re thrilled to partner with Lionel as we pursue our mission of limitless growth.”

Richie's involvement with Acrisure adds to the company's roster of recent marketing accomplishments. Notably, Acrisure secured the naming rights for Acrisure Stadium, the new home of the Pittsburgh Steelers. Additionally, the company unveiled Acrisure Arena in Southern California, an entertainment and sports venue serving as the home of the AHL's Coachella Valley Firebirds. Acrisure also formed a partnership with UBS Arena and the New York Islanders, resulting in "The Acrisure Great Hall" being designated as the main entrance to the venue.

Acrisure also recently announced its expansion into Central and Eastern Europe with the acquisition of Unilink Group, the region’s largest distribution platform, as well as the expansion of its corporate advisory and solutions division into North America.

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