Willis buys InsuranceNoodle

CHICAGO--Willis Group Holdings Ltd. has acquired Chicago-based Internet insurance distributor InsuranceNoodle for an undisclosed sum.

The deal will enhance Willis' capabilities in the small commercial market, giving the broker an improved, lower-cost way to reach and service such clients, London-based Willis said in a statement.

InsuranceNoodle's technology platform will serve as the new foundation for Willis Small Commercial, and Don Urbanciz, chief executive officer of the InsuranceNoodle holding company, has been named North American CEO of the unit, Willis said.

Kathryn Emmerson will remain as CEO of InsuranceNoodle, which will continue to operate under its own brand name as a division of Willis Small Commercial.