New brand combines Venture Preference with AXA's other advisory businesses
Bluefin, the new brand name of Venture Preference, has been launched today.
Bluefin combines the established businesses of Venture Preference (incorporating Stuart Alexander, Smart & Cook, Layton Blackham, The Davis Group and SBJ UK) with the advisory businesses of Thinc, PIFC, EB Consultants, Orbit Benefits and SBJ Benefit Consultants.
The new brand creates a major financial services provider offering clients expertise in insurance broking, financial advice, wealth management and corporate consultancy, all under one banner, the company said.
The Bluefin brand was announced in September 2008, with the intention to start marketing under the new name in January 2009. Following a successful initial integration period of the businesses, the group now begins operations under its new identity.
Stuart Reid, chief executive of Bluefin Insurance Group and the former chief executive of Venture Preference, said:"Our decision to face the market under a single, unified brand rather than as a collection of separately branded companies reflects our growth ambitions for Bluefin."
"Bluefin’s launch means we can offer our clients separate but complementary services to the insurance brokerage side. It represents the next step in our strategy to build a powerful insurance broking and advisory business."
‘Under the new brand, the company retains its local presence with almost 100 offices in the UK. The insurance broking and advisory businesses will still operate in their areas of specialism to maintain a high level of independent expertise.
"As we build the Bluefin brand over the next few months, we will adopt a localised face-to-face approach with our clients to bring them along with us on our journey," said Reid.
"We will continue to focus on building relationships based around clients’ needs. Although our brand is changing, our key qualities - the expertise and people within the business - will remain consistent."
Bluefin is backed by AXA.
