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Member, Beacon International Group, Ltd.
New York-based insurance broker Frank Crystal & Co. Inc. said on Monday that henceforth it will operate under the name Crystal & Co.
The firm said the new branding emphasizes its independence and coincides with the launch of a new website, www.crystalco.com.
“Our company was founded on the principle of putting our clients first,” Crystal & Co. Chairman and CEO James W. Crystal, whose father founded the firm, said in a statement. “I am proud that, as we have grown, we have sustained that principle through three generations of family management. Our new branding reflects this.”
The company’s new theme line, “The integrity of independence,” was the result of a study the company conducted this year, speaking with its clients, partners and colleagues. “What set us apart for them was our independence, that we’re beholden to no one but our clients,” said Executive Vice President Jamie Crystal, who serves on the firm’s executive committee along with Sandy Crystal, Jonathan Crystal, Ed Kiessling and John C. Smith, all executive vice presidents.
“Our colleagues are united by their independence and fierce commitment to serving our clients, which is why our new identity very much emphasizes the talents of our professionals,” added Sandy Crystal.