The Blog Spot: RIP Jelf, hello Marsh Commercial - what's in a broking brand?
As Marsh rebrands Jelf, Insurance Age content director Jonathan Swift reflects on the passing of another name heavily associated with noughties broker consolidation
Asked why the Jelf brand had been preferred to Bluefin when the two businesses were consolidated by [parent] Marsh in 2017, then CEO Phil Barton said: “The Jelf name has been synonymous with community insurance broking in the UK for almost 30 years and has a strong reputation with clients.”
In many respects Barton was right. Whilst Bluefin was in effect a ‘Johnny-Come-Lately’ to the consolidator party as it only existed from 2009, replacing what was previously called Venture Preference - the
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