Howden reveals next steps as A-Plan and Aston Lark rebrand

Howden has revealed today (2 October 2023) that it will expand its retail presence further in the UK as it brought its global broking operations under one name.

The rebrand follows the broker’s announcement in April 2023 that it would unify and simplify its business structure under a single and aligned global executive.

As part of the move, A-Plan and Aston Lark have rebranded, with 215 locations across the UK and Ireland now taking up the Howden name.

“We are committed to being close to our clients and in the UK and Ireland that means we believe in investing in the high street,” Howden chief executive David Howden said.

“We will now have a home in 215 high street branches and office locations, as A-Plan and Aston Lark change their name to Howden.

“We have plans to expand our retail presence even further with our first fully branded new branches opening soon as Howden in Canterbury, York and Kendal.”

‘Getting the best’

Bringing all of the businesses under one name will see insurance broking, reinsurance broking and underwriting report directly to Howden.

He explained that the go-to market strategy would involve committing to acting as one business and bringing together experts for the benefit of clients.

“That way, with transparency and trust, I can promise that all our stakeholders get the very best of us,” he added.

“As we move forward at scale our focus is firmly on harnessing our collective power, attracting talent and aligned businesses and putting our people first.

“By investing in our infrastructure and empowering our experts to do their best for our clients, we can show the force for good we know insurance can be.

“We act for clients ranging from individuals to the largest global corporations, spanning the full spectrum of local, specialty and international (re)insurance.

“We now have a brand that shows all we have to offer our customers. It reflects who we are.”