Insurer RSA to rebrand by the end of 2025

Insurance brand RSA is set to rebrand under the Intact umbrella, following its acquisition in 2021.

RSA, alongside other UK specialist commercial insurers NIG and FarmWeb, will begin trading under the Intact Insurance banner by the end of the year. The insurer offers both commercial and personal insurance.

The move will bring the companies in line with parent Intact, a major insurer based in Canada. Intact bought RSA in 2021, giving it a foothold in the UK and Ireland. Since then the teams have been working to align the companies.

Ken Norgrove, CEO, RSA UK & International, said: “Having brought RSA, NIG and FarmWeb together in 2024, we said we would move to one brand in the UK.

“As part of Intact we operate in an increasingly interconnected world and having a brand that unites our businesses globally will help in our ambition to outperform the market, become the best Commercial insurer and to grow our Specialty Lines business in the UK by leveraging Intact’s global footprint.”

Charles Brindamour, CEO at Intact Financial Corporation, said: “The transformation of the UK business since it was acquired by Intact in 2021 has been exceptional. Intact has a global footprint with big aspirations for the future and RSA is already a significant contributor.

“Aligning under the Intact brand is a natural next step in our organisations evolution and strategy to strengthen our leading position in the UK, Europe and Ireland.”

The decision to axe the brand, which has roots going back over 300 years and serves 9 million customers, is a potentially risky one, but the Intact group clearly thinks it will be able to tap its scale to achieve similar recognition and awareness.

RSA recently appointed a new marketing chief.