Jelf rebrand an opportunity for regional brokers, say experts

rebranding - paints

Brokers have branded Marsh’s decision to rebrand Jelf as an inevitable and unsurprising development.

Broking giant Marsh revealed on 10 September that it was set to retire the Jelf name, rebranding the business as Marsh Commercial.

The move follows the rebranding of Bluefin, which Marsh bought from Axa in late 2016, to Jelf. It also includes Scottish broker Clark Thomson, which Jelf bought for £23.3m in 2018.

Stuart Reid, former Bluefin chief executive officer, did not expect the name change

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