Allianz is boosting its brand presence in the UK this year with the upcoming rebrand of personal lines businesses LV= Broker and Flow.

A registered trademark of Allianz subsidiary LV= General Insurance, Flow is a digital motor insurance provider. It will be rebranded to Allianz in March.

LV= Broker, meanwhile, will roll out its identity shift in the second quarter, with the Allianz brand set to appear on customer-facing documentation, software houses, and broker systems from May 24.

“I’m delighted to confirm that we’re bringing the world’s number one insurance brand to the UK personal lines market in 2024,” Allianz Personal managing director Serge Raffard said in a release. “We’re delivering on our purpose of securing our customers’ future by offering insurance with the best customer experience, digital capabilities, and people.

“Our people and culture are what makes us special, and it’ll be the same fantastic teams delivering to our brokers and customers through the Allianz brand… The LV= brand that our customers know and love, and has a strong presence in the UK, will continue as part of the wider Allianz family.

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