Lumley sets up future with a rebrand
Lumley has overhauled its brand and will now trade as Lumley Insurance.
The Wesfarmers-owned company has gone for a sleek and modern look – black backgrounds, shiny grey logos and splashes of red and white words – in an attempt to revitalise one of Australia’s oldest insurance brands.
CEO Vivek Bhatia says the changes are designed to help Lumley become “the intermediated insurance specialist of choice”.
“The name change communicates better what we do and what we’re on about,” he told insuranceNEWS.com.au. “It makes it very clear in people’s minds where we stand. It also moves us away from being a generalist.”
Lumley also has a new positioning statement – “Ensure the future”.
There had been some media speculation about Wesfarmers’ continuing commitment to Lumley, but the rebrand and the formation of a new management team under Mr Bhatia indicates otherwise. He says Wesfarmers is “100% committed” to the insurance business.
“The board is extremely supportive of the strategy we’ve put forward and of the corporate plan for the next four years,” he said.
He says the rebrand is “mainly an internal exercise” but will incorporate a new website, refreshed documentation, updated products, email signatures, Broker Connect newsletter and internal newsletters and a new stand for the NIBA Convention in September.
The Wesfarmers-owned company has gone for a sleek and modern look – black backgrounds, shiny grey logos and splashes of red and white words – in an attempt to revitalise one of Australia’s oldest insurance brands.
CEO Vivek Bhatia says the changes are designed to help Lumley become “the intermediated insurance specialist of choice”.
“The name change communicates better what we do and what we’re on about,” he told insuranceNEWS.com.au. “It makes it very clear in people’s minds where we stand. It also moves us away from being a generalist.”
Lumley also has a new positioning statement – “Ensure the future”.
There had been some media speculation about Wesfarmers’ continuing commitment to Lumley, but the rebrand and the formation of a new management team under Mr Bhatia indicates otherwise. He says Wesfarmers is “100% committed” to the insurance business.
“The board is extremely supportive of the strategy we’ve put forward and of the corporate plan for the next four years,” he said.
He says the rebrand is “mainly an internal exercise” but will incorporate a new website, refreshed documentation, updated products, email signatures, Broker Connect newsletter and internal newsletters and a new stand for the NIBA Convention in September.