Howden adopts unified brand to ‘unlock’ growth

Fast-growing global broking group Howden has unveiled a new brand as it brings together its global broking operations under one name. This means that recently acquired leading European brands such as Italy’s Assiteca, Germany’s Euroassekuranz and France’s CRF and Théorème will adopt the Howden name, along with 20 other European companies. The broker has also rebranded its UK retail businesses A-Plan and Aston Lark, introducing the Howden name to 215 locations across the UK and Ireland. The rebranding follows Howden’s announcement in April that it would unify and simplify its business structure under a single, aligned global executive, with insurance broking, reinsurance broking and underwriting reporting directly to David Howden, CEO. Earlier this year, José Manuel González, former CEO of Howden Broking Group, retired from executive positions at group level to become chair of Howden Iberia, which he founded, as part of the ongoing restructure. Of the latest changes, CEO Howden commented: “As we unveil our new brand and enter our 30th year, we are excited to mark this new chapter for Howden. I am incredibly proud of what we’ve built. The Howden brand will be represented by 15,000 people in 50 countries, not only capturing the scale of the firm’s operations for millions of clients but also, with a fresh and dynamic visual approach, expressing their collective difference.” “By remaining true to our founding principles of independence, employee ownership, expertise, friendship and trust, we have created a company owned and run by the people that work in it. We have the architecture in place, and by continuing to bring the best insurance expertise to our clients, we can now unlock further opportunities for growth through the power of a single global brand,” he added. Howden said that as the group moves forward, its focus will be “firmly” on harnessing its collective power, attracting talent and putting its people first. The rebrand is also designed to underline the group’s ability to service the biggest corporations, in competition with the leading established players such as Marsh, Aon and WTW. “By investing in our infrastructure and empowering our experts to do their best for our clients, we can show the force for good we know insurance can be. We act for clients ranging from individuals to the largest global corporations, spanning the full spectrum of local, specialty and international (re)insurance. We now have a brand that shows all we have to offer our customers. It reflects who we are,” said its CEO. Luigi Sturani, CEO Europe at Howden, added that the rebrand confirms the broker’s position as a credible alternative for European risk and insurance managers. “Our strategy in Europe is simple: To develop a strong territorial presence and offer a unique range of specialty solutions for clients. In the last few years, 30 culturally aligned businesses have chosen to join Howden. We have attracted some of the industry’s top talent and are quickly establishing ourselves as the European alternative in the broking market. This is the moment for us to unite behind one brand that reflects our identity, culture and core values consistently, and will support our ambitious growth aspirations,” he said. Howden now has 120 locations across 20 countries in Europe, with more than 3,000 employees servicing local clients. The group operates in 50 countries across Europe, Africa, Asia, the Middle East, Latin America, the US, Australia and New Zealand, employing 15,000 people and handling $35bn of premium on behalf of clients.

Howden adopts unified brand to ‘unlock’ growth

Assiteca, Euroassekuranz, CRF and Théorème take new name

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