Transition Ends Safeco Branding While Preserving Agent and Policyholder Relationships
BOSTON — April 27, 2026 — Liberty Mutual Insurance announced it has retired the Safeco Insurance brand, effective April 25, consolidating its auto, property, and specialty lines business in the independent agent channel under the Liberty Mutual name.
“The Safeco brand had a strong reputation as a trusted champion for independent agents and commitment to excellent service for customers. That legacy will continue with even greater value with the market strength of Liberty Mutual,” said Luke Bills, Liberty Mutual President, Independent Agent Distribution. “This year-long process has been marked by ongoing agent engagement and input to ensure a seamless transition, and they are overwhelmingly eager to now leverage the Liberty Mutual brand.”
Safeco to Liberty Mutual transition
According to the company, all personal lines products are now marketed and sold solely as Liberty Mutual. The insurer stated that Safeco customers will retain their existing agent relationships and that their policies will not be affected by the branding change.
Liberty Mutual, identified as the seventh-largest personal insurance provider in the United States, acquired Safeco in 2008. Since the acquisition, Safeco expanded to nearly $14 billion in annual premium, offering personal auto, property, and specialty products across 48 states through a network of more than 22,000 independent agencies.
The company noted that it will continue to distribute products through multiple channels, including direct-to-consumer sales online, licensed sales representatives at call centers, and licensed partners. Liberty Mutual stated that product offerings in the direct and independent agent channels will remain differentiated.
