Insurer announces rebrand

FM Global has been rebranded as part of plans to “streamline and strengthen” the firm’s market position.

The move will see the insurer now be called FM, while a new tagline reading Protect Your Purpose has also been introduced.

The updated name will serve as the parent brand for its mutual insurance company and commercial property insurer FM Affiliated.

And the company’s cargo business, boiler and machinery reinsurance arm and renewable energy unit will also incorporate the new FM name.

‘Better experience’

The new branding was unveiled by chairman and chief executive Malcolm Roberts during the company’s mid-year meeting.

“Our new brand positions us collectively for our next wave of success by clarifying who we are and what we stand for – protection, partnership and progress,” said Roberts.

“We believe that by uniting our businesses under the FM brand, we will streamline and strengthen our market position, which will allow us to provide an even better experience for our current clients and reach more organisations that share our belief that the majority of property loss is preventable.”