Liberty Mutual confirmed that the previously announced sunset of the Safeco Insurance brand is officially done.

The company’s auto, property and specialty lines business in the independent agent channel was retired, effective April 25. All personal lines products are now solely marketed and sold as Liberty Mutual.

Safeco customers are keeping their agent relationship, and their policies are not impacted by the name change.

Liberty Mutual first announced that this change was coming in March last year.

Related article: Liberty Mutual to Sunset Safeco Brand in 2026

Since Liberty Mutual acquired Safeco in 2008. Safeco grew to nearly $14 billion in annual premium, offering personal auto, property and specialty products in 48 states through a network of more than 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 Liberty Mutual President, Independent Agent Distribution, Luke Bills. “This year-long process has been marked by ongoing agent engagement and input to ensure a seamless transition, and they are overwhelmingly eager to now leverage the Liberty Mutual brand.”

Liberty Mutual also sells directly to consumers online, through licensed sales representatives at call centers and through licensed partners. The direct and independent agent channel product offerings will remain differentiated.

Source: Liberty Mutual