New analysis: A short history of broker rebrands as Ardonagh bins ‘Towergate’
Yesterday Insurance Age revealed that Ardonagh Advisory is to become Everywhen, with the long-standing brand Towergate among those disappearing. Jonathan Swift takes a look at other post-2000 broker rebrands for pointers as to whether it might be successful or not.
When Insurance Age first learned of the new brand with which Ardonagh was going to take its UK business forward I could not help but think of actress and martial artist Michelle Yeoh kicking and punching her way around the multi-verse.
But putting aside references to the 2022 Oscar winning film Everything Everywhere All at Once, Ardonagh Advisory is to become Everywhen, which according to the Oxford English Dictionary is an adverb that means at ‘all times’ and ‘always’.
As with all rebrands these
Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.
To access these options, along with all other subscription benefits, please contact info@insuranceage.co.uk.
You are currently unable to print this content. Please contact info@insuranceage.co.uk to find out more.
You are currently unable to copy this content. Please contact info@insuranceage.co.uk to find out more.
Copyright Infopro Digital Limited. All rights reserved.
As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (point 2.4), printing is limited to a single copy.
If you would like to purchase additional rights please email info@insuranceage.co.uk
Copyright Infopro Digital Limited. All rights reserved.
You may share this content using our article tools. As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (clause 2.4), an Authorised User may only make one copy of the materials for their own personal use. You must also comply with the restrictions in clause 2.5.
If you would like to purchase additional rights please email info@insuranceage.co.uk
More on Broker
Cotty eyes Bristol becoming Thomas Carroll’s largest region
Gareth Cotty, group chief commercial officer at Thomas Carroll, details the agility in being independent, opportunities for the Bristol office to become its largest region, and notes further buys and office expansions are not off the table.
Motor MGA faces uncertain future after Accredited does not renew binder
CPD Underwriting Solutions has become one of the latest motor MGAs to face an uncertain future due to the withdrawal of capacity.
Leicester-based broker strikes first acquisition
GOAT Insurance has purchased the full book of business from IGG Insurance, marking its first buy.
Superscript partners with Toolstation
Digital insurance broker Superscript has teamed up with Toolstation, one of the UK’s largest suppliers of tools, accessories and building supplies, to deliver the retailer’s customers access to a new insurance offering.
MyFirst CEO on social media opportunities and Gymshark founder taking a share
James Noble, CEO and founder of MyFirst, is aiming to create a brand every young person in the UK will know in three to five years by focusing on social media, and Gymshark founder Lewis Morgan has taken a 15% share of the business.
FSCS confirms no broker levy for 2025/26
The Financial Services Compensation Scheme has confirmed there will be no 2025/26 levy for the general insurance distribution class in which brokers sit.
Analysis: Is the era of offshore capacity over, or is it poised for a comeback?
High profile casualties such as Gibraltar-based Enterprise Insurance Company (2016), and Danish providers Alpha (2018) and Gefion (2021) meant offshore capacity came under scrutiny at the end of the last decade. Today there appears to be less noise about similar players which begs the question are these overseas carriers no longer a factor? Or are they on the comeback trail? Saxon East investigate
2025 UK Broker Awards open for entries, and it’s simpler than ever to get involved
The 2025 UK Broker Awards are open for entries, with a new process that makes it simpler for firms to put themselves forward to be in with a chance of winning.