Global insurance brokerage and financial services firm HUB International has launched a refreshed brand identity, introducing a new campaign platform, visual identity and digital experience designed to reflect the company’s evolution over the past decade.
The rebrand centres on the new brand signature, “For every ambition.™”, alongside a value proposition focused on “Moving you forward with clarity and confidence.”
The launch comes ten years after HUB’s previous brand refresh and follows a period of significant expansion. Since 2016, the firm has completed more than 600 acquisitions, grown to over 21,000 employees and expanded its capabilities across insurance, employee benefits, private client, retirement and wealth management services.
According to HUB, the updated positioning reflects changing client expectations, increasing competition for talent and the growing role of technology and AI within financial services.
“Our clients, our colleagues and the communities we serve all have ambitions, and our job is to help achieve them,” said Marc Cohen, President and Chief Executive Officer of HUB.
“Clients expect more foresight, more technology and AI-infused resources, and more specialized expertise than they did even five years ago. In the complex, high-stakes work we do, they also want a broker who knows them, is never out of reach, stays with them all the way through a claim or crisis till they achieve their goals.”
The refreshed brand was developed following a research process led by Chief Marketing Officer Ellina Shinnick, incorporating interviews with clients and prospects, employee focus groups, leadership workshops and conversations with carrier and banking partners.
As part of the rebrand, HUB has introduced a redesigned website aimed at providing clients with faster access to specialist expertise while supporting the ways customers increasingly discover and evaluate providers through digital and AI-powered search tools.
The firm has also updated its employee value proposition, introducing five core values: adaptability, creativity, collaboration, accountability and empathy.
“For every ambition.™ is our commitment,” said Shinnick.
“It means helping every client, colleague and community we serve get where they’re going, whatever that looks like for them, backed by the deep expertise of advisors and the reach of our omnichannel capabilities.”
For financial services marketers, the move highlights how large advisory and brokerage firms are increasingly investing in unified brand platforms that bring together acquisition-led growth, digital transformation and talent attraction under a single proposition.