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Liberty Mutual said it has repositioned its distribution strategy for specialty and excess & surplus products, making Ironshore a wholesale-exclusive brand.

Going forward, all U.S. commercial, specialty and E&S products placed by retail brokers will be under the Liberty Mutual brand. The Ironshore brand will handle the wholesale channel. The changes, Liberty Mutual said, will make it easier to do business with retail and wholesale brokers and “meet the changing and increasingly complex and interconnected needs of businesses.”

“Since Liberty Mutual’s acquisition of Ironshore in 2017, we have offered commercial, specialty and E&S products under both the Liberty and Ironshore brands, regardless of channel,” said GRS North America Specialty and Ironshore President Matt Dolan. “The distinction between Liberty Mutual for retail and Ironshore for wholesale will create a clearer, more consistent experience for customers and partners and demonstrates our dual-channel commitment.”

Wholesale and retail brokers should continue to work with their current underwriting and distribution contacts and can expect to see branding changes rolled out over the coming months, Liberty Mutual said.