Liberty Mutual Insurance has retired the Safeco Insurance brand, effective April 25, 2026. All personal lines auto, property, and specialty products previously sold under the Safeco name are now marketed and sold exclusively as Liberty Mutual.
What Changes, What Stays the Same
The brand name is the primary change. Safeco customers retain their existing agent relationships, and their policies are not affected by the transition.
Safeco operated in the independent agent channel, and that distribution model continues. Liberty Mutual President of Independent Agent Distribution Luke Bills said agents drove the process. “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,” Bills said.
Background on the Brands
Liberty Mutual acquired Safeco in 2008. Over the following years, Safeco grew to nearly $14 billion in annual premium. The brand offered personal auto, property, and specialty products in 48 states through a network of more than 22,000 independent agencies.
Liberty Mutual ranks as the seventh-largest personal insurance provider in the United States. The company also sells directly to consumers online, through call center representatives, and through licensed partners. The company said product offerings in the direct and independent agent channels will remain separate.
About Liberty Mutual
Liberty Mutual is a Fortune 100 company with more than 40,000 employees across 27 countries and economies. It is the ninth-largest global property and casualty insurer and generates more than $50 billion in annual consolidated revenue. The company has operated for more than 110 years.
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