The Blog Spot: RIP Jelf, hello Marsh Commercial - what's in a broking brand?

Jonathan Swift is Post director of content

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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