All personal lines products previously marketed as Safeco are now sold solely under the Liberty Mutual brand. The company said existing Safeco customers will retain their agent relationships, and their policies are not affected by the change.
Luke Bills, Liberty Mutual’s president of independent agent distribution, said the transition had been shaped by sustained engagement with agents over the past year.
“The Safeco brand had a strong reputation as a trusted champion for independent agents and commitment to excellent service for customers,” Bills said. “That legacy will continue with even greater value with the market strength of Liberty Mutual.”
Bills added that agents have responded positively to the shift. “This year-long process has been marked by ongoing agent engagement and input to ensure a seamless transition, and they are overwhelmingly eager to now leverage the Liberty Mutual brand,” he said.
Liberty Mutual acquired Safeco in 2008. In the years that followed, Safeco expanded to nearly $14 billion in annual premium, offering personal auto, property, and specialty products across 48 states through a network of more than 22,000 independent agencies.
The brand consolidation comes as Liberty Mutual posted its strongest financial results in years. For the full year 2025, the company reported net income of $6.792 billion, compared to $4.383 billion in 2024. Its consolidated combined ratio of 88.4% was notably ahead of the 95% target the company set three years prior.
