Howden brings together global broking operations under new brand


Rebrand of A-Plan and Aston Lark introduces the Howden name to 215 locations across the UK and Ireland and reinforces its commitment to investing in the high street

Howden, the global insurance group, today (2 October 2023) unveils a new brand as it brings together its global broking operations under one name.

The rebrand follows Howden’s announcement in April that it would unify and simplify its business structure under a single, aligned global executive, with insurance broking, reinsurance broking and underwriting reporting directly to David Howden, CEO.

David Howden (pictured), CEO, Howden comments:

“As we unveil our new brand and enter our 30th year, we are excited to mark this new chapter for Howden.  I am incredibly proud of what we’ve built.  The Howden brand will be represented by 15,000 people in 50 countries, not only capturing the scale of the firm’s operations for millions of clients but also, with a fresh and dynamic visual approach, expressing their collective difference.

“By remaining true to our founding principles of independence, employee ownership, expertise, friendship and trust, we have created a company owned and run by the people that work in it. We have the architecture in place, and by continuing to bring the best insurance expertise to our clients, we can now unlock further opportunities for growth through the power of a single global brand.

“As we move forward at scale our focus is firmly on harnessing our collective power, attracting talent and aligned businesses and putting our people first.  By investing in our infrastructure and empowering our experts to do their best for our clients, we can show the force for good we know insurance can be.

“We act for clients ranging from individuals to the largest global corporations, spanning the full spectrum of local, specialty and international (re)insurance.  We now have a brand that shows all we have to offer our customers.  It reflects who we are.

“Our go-to-market strategy is simple; we are committed to acting as one business, bringing the full force of all our experts, regardless of specialism or geography, for the benefit of our clients.  That way, with transparency and trust, I can promise that all our stakeholders get the very best of us.

“We are committed to being close to our clients, and in the UK and Ireland that means we believe in investing in the high street.  We will now have a home in 215 high street branches and office locations, as A-Plan and Aston Lark change their name to Howden. We have plans to expand our retail presence even further with our first fully branded new branches opening soon as Howden in Canterbury, York and Kendal.”