Acrisure rebrands reinsurance, wholesale unit

Acrisure LLC on Tuesday rebranded Beach & Associates Ltd., its reinsurance brokerage and London wholesale unit, as Acrisure Re and Acrisure London Wholesale.

Caledonia, Michigan-based Acrisure bought Bermuda-based Beach in 2018, marking its first acquisition outside of North America.

Many insurance agencies and brokerages that Acrisure has bought since its founding in 2005 have retained their identities, while noting their affiliation with Acrisure. In the case of Beach, the brokerage wanted to make clear that reinsurance is “a core capability of Acrisure, hence the move to Acrisure Re,” an Acrisure spokesman said.

Acrisure also introduced a new logo and tagline for the parent company, which emphasizes its technological capabilities following its acquisition of artificial intelligence company Tulco LLC earlier this year.

Private equity-backed Acrisure has grown rapidly through acquisitions over the past several years and is the world’s 10th largest brokerage, according to Business Insurance’s most recent ranking.