Leading UK motorcycle insurance underwriter Equity Red Star has been rebranded as ERS.
This change covers all the operations of Equity Insurance Group, including the key Equity Red Star Lloyd’s Syndicate which is the largest supplier of bike policies to brokers. It is the latest facet of a concentration solely on core motor business since the company’s takeover by Aquiline last year.
Explaining the decision, ERS commercial director Sam Hudson said: “Today marks the next stage of our transformation. We’re re-positioning our brand as ERS so that we can be absolutely clear on what we stand for and re-affirming our place in the market as a broker-only, motor-only insurer.”
ERS chief executive Ian Parker added: “We want to draw a line from the past. This is a significantly different company now. It has got a new team and what better way than having a new brand position and strategy.”