Bluefin rebrand “inevitable”, say experts
Brokers say bringing Jelf and Bluefin together under one name is part of integration process.
The news that Marsh has rebranded the combined Jelf and Bluefin business to Jelf did not come as a surprise to industry experts.
“Jelf was the first business that was bought and I had always assumed that if they weren’t going to go for a completely new brand then Jelf would win the day,” said former Bluefin executive chairman Stuart Reid.
Marsh purchased Jelf in September 2015 in a takeover deal worth £258m. It later bought Bluefin from Axa for £295m in November 2016.
Bluefin
Reid further
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