RSA’s roots go back 300 years, but from the end of 2025, it will be consigned to history as the company rebrands to Intact.
Brand is potent in commercial insurance, with brokers on average seven times more likely to consider placing business with an insurer they are aware of 1.
Four thoughts
Rebrands are pivotal moments for businesses, and Intact faces significant challenges: it is a new name, unfamiliar to UK customers and brokers; it competes against established, well-invested brands like Allianz, Aviva, and AXA; and it must manage a merger of three businesses behind the scenes.
So, can Intact make it work?
Here are our four thoughts on how the rebrand might play out:
#1 Gracechurch’s research shows that brokers still need reassurance about the RSA merger and have ‘hopes’ and ‘fears’ in equal measure. If the ‘Intact proposition’ can demonstrate that it is much more than a logo change, the new offer could start to gain traction. Success will hinge on the quality of communications: get it wrong and it could fizzle; get it right and it could fly.
#2 New brands have a much better chance of success if they invest heavily (and over the long term) in brand advertising. If Intact does this and convincingly delivers on service—which brokers compete on—it could become a serious threat to the big three. Poor service, however, will undermine any brand, no matter how much is spent.
#3 If Intact offers something better than the competition—whether that be service and/or product innovation—it has a chance to grab significant market share from a sector that is currently underwhelmed by the existing crop of insurers.
#4 Being ‘shiny and new’ can work in Intact’s favour, helping it stand out in a somewhat tired market dominated by large incumbents. RSA is already sharing messages about its technology and service ambitions, which makes sense as a way of signalling its intent to shake things up.
All brand launches have a small window of opportunity to build awareness, land key messages, and capture the market’s imagination. If Intact gets it right, the competition will be forced to respond—raising the stakes and potentially redefining the UK GI competitive landscape.
Competition is healthy, and we wish Intact well. Look out for more updates on Insurindex as the story continues.
Ben Bolton
1 Gracechurch Reports 2025