Liberty Mutual Says Safeco Brand Is Officially Retired

The Safeco Insurance brand has gone the way of the dodo bird. It’s now all Limu Emu, all the time.

Liberty Mutual said on April 27 that it followed through with what it said about a year ago and officially retired the Safeco Insurance brand in the independent agent channel, effective April 25.

All personal lines products are now solely marketed and sold as Liberty Mutual. Personal lines Safeco customers can keep their agent relationship, and policies will not change, said Liberty Mutual, which purchased Safeco in 2008.

Safeco celebrated its 100-year anniversary in 2023. It offers personal auto, property and specialty products in 48 states using a network of over 22,000 independent agencies.

“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.

Boston-based Liberty Mutual said its direct and independent agent channel product offerings will remain differentiated.

Late in 2024, Safeco took the personal lines book of Main Street America. In September 2024, Safeco said it entered into a personal auto and umbrella lines book transfer agreement with Columbia Insurance Group.