RSA completes Intact rebrand

RSA has completed its rebrand to parent company Intact, marking the end of a transition process that began following its 2021 acquisition.

The move sees RSA, along with sister brands NIG and FarmWeb, begin trading under the Intact Insurance name across the UK and Europe. The rebrand coincides with the integration of RSA and NIG onto a single operating platform, bringing together commercial and personal lines under one unified identity.

Since announcing the move in April, the company has focused on internal education, broker engagement, and building recognition of the Intact name across its markets. The rebrand brings the UK businesses fully in line with their Canadian parent, one of North America’s largest property and casualty insurers.

The decision shutters the RSA brand, which has been in market for more than 300 years and remains one of the most recognised names in UK insurance.

The business then known as RSA appointed Paul Bickley as its new Director of Marketing and Corporate Affairs in February.