FM Global rebrands as FM

Commercial property insurer FM Global has changed its brand name to FM. It will serve as the parent brand for its flagship mutual insurance company and commercial property insurer AFM (now known as FM Affiliated). The company’s cargo insurance business, boiler and machinery reinsurance business and a new renewable energy unit will also incorporate the new FM brand name.

“In an environment of new and rapidly emerging risks, the updated brand reflects FM’s evolving business and impact after nearly two centuries of partnering with and protecting global businesses,” said the insurer. “With its new name and visual identity, FM is more clearly recognising and articulating the important role it plays in providing strength and stability to its clients, helping them protect the value of the business they have created.”

FM’s chairman and chief executive officer Malcolm Roberts said: “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. 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.”

FM traces its roots to 1835, when Rhode Island textile mill owner Zachariah Allen banded together with like-minded manufacturers to create an insurance group dedicated to property loss prevention, the insurer explained. Its original name was the Manufacturers Mutual Fire Insurance Company.

“Over the years, the company expanded globally and innovated relentlessly, but remained steadfast in the belief that the majority of property loss is preventable. That philosophy will continue to serve as the bedrock of FM amid emerging challenges like climate change,” said the company.