Liberty Mutual Group, best known as Liberty Mutual Insurance, is the United States based global insurance company. It’s also the third-largest known insurer of properties and casualties within the United States alone. The company currently offers a wide range of insurance products that are just as diversified as their worldwide presence.
The insurance company is unique in its approach to selling insurance, namely due to its extensive international presence in companies that it wholly or partially own. As of the current decade, Liberty Mutual currently owns various locally-based insurance companies in the United Kingdom, Ireland, Russia, Brazil, Chile, China (and Hong Kong), India, Venezuela, Singapore, and Spain.
Another unique quality about Liberty Mutual is that they remain a mutual company. This allows policyholders to essentially hold a stake as a shareholder in the company, particularly if they hold a contract with the insurance company. However, that particular perk generally only applies to customers in the United States; in other countries, Liberty Mutual operates under several subsidiaries where the company’s mutual benefits don’t apply to customers there.
Liberty Mutual was initially founded in 1912 as the Massachusetts Employees Insurance Association (MEIA). The company’s founding was fueled by establishing a new Massachusetts state law that applied to employers. Since its founding, Liberty Mutual has enjoyed modest growth from its Boston, Massachusetts headquarters.
Advertising and logo
Like the company itself, Liberty Mutual has kept its use of aggressive advertising to a minimum. Yet, despite that, the company has seen significant growth across many markets—to the point where they have expanded worldwide.
Liberty Mutual mainly supported its growth throughout the years by acquiring other companies, relying solely on its organic growth. The insurance company’s early acquisitions were small, though, over the past decade, they’ve made significant strides in acquiring more prominent companies.
One of their most significant acquisitions was the Safeco Corporation, which occurred in 2008; they gained ownership of the corporation after purchasing all of their outstanding shares for $68.25 per share, equal to about $6.2 billion. That helped boost their financial revenue from about $6 billion to over $30 million in a little as a decade.
They have done some nationwide advertising, though. Most of them consist of simple advertisement campaigns depicting the company’s message. However, in 2006, they decided to make their advertisement campaign-unique by representing people doing kind things for strangers. The response to this advertisement campaign was so positive that it prompted Liberty Mutual to create a website known as The Responsibility Project.
The insurance company is also the sole corporate sponsor for the long-running documentary series, PBS’ American Experience. To complement the series’ broadcasts, they’ve created several unique advertisements that only air during the broadcasts. In 2011, they began another impressive advertising campaign known as ‘Real American,’ introducing new commercials that depicted American icons, Paul Revere and Sacagawea.
The logo of Liberty Mutual is simple in design, though it expresses the company’s principles. It’s a logo with ‘Liberty Mutual’ printed above a thick line with ‘Insurance’ printed underneath capital letters. The text is usually in gray, which helps the text easily show against various backgrounds. An alternative version of the logo shows ‘Liberty’ on one line and ‘Mutual’ on the other line with the iconic image of the Statue of Liberty vectorized beside it. The vectorized Statue of Liberty icon is also on the primary logo too.
The History of Liberty Mutual
Liberty Mutual was first founded as the Massachusetts Employees Insurance Association (MEIA). It was founded in response to a law passed in the previous year, changing how Massachusetts employers handled employee compensation.
In 1911, Massachusetts passed a new state law that required employers to protect their employees with worker’s compensation insurance. In response, Liberty Mutual, as the Massachusetts Employees’ Insurance Association, was founded to accommodate employees and employers who needed that type of insurance.
The company opened in 1912 as a mutual company, meaning that its policyholders and not stockholders owned it. By 1914, the company eventually opened its first branch office in Springfield, Massachusetts. During that same year, the first auto insurance policy was issued.
By 1917, Liberty Mutual changed its name to Liberty Mutual Insurance Company from the last word, Massachusetts Employees’ Insurance Association. Around that time, they also started offering public liability insurance. The company also agreed with the United Mutual Fire Insurance Company, which allowed them to provide comprehensive auto insurance to customers. The fire, as mentioned earlier, the insurance company was later renamed Liberty Mutual Fire Insurance. Once 1919 arrived, the company launched its first advertising campaign.
Around the 1930s, the company relocated to Boston, even holding a groundbreaking event to commemorate moving to their new headquarters. In 1936, they also became the top insurance provider of workers’ compensation insurance within the country during the same year. By the following year, they completed their expansion in all 48 states.
During the 1940s, Liberty Mutual expanded its efforts to help those affected by the war, resulting in opening the country’s first rehabilitation center in Boston, established to help restore injured people to meaningful lives.
By the time 1964 arrived, Liberty Mutual started offering life insurance provided through its Liberty Life Assurance Branch. Since then, Liberty Mutual has expanded to provide several types of insurance available worldwide.
Services at Liberty Mutual
As mentioned, Liberty Mutual currently provides several different types of insurance products for customers, including standard life insurance and auto insurance. Additionally, Liberty Mutual sells its insurance products under their Insurance and Commercial Insurance labels and provides several Global Specialty services.
Liberty Mutual’s Personal Insurance line includes automobile insurance, homeowners insurance, and other types of property insurance, including property-casualty insurance coverage. They also have different life and annuity products sold to customers within the United States.
Their Insurance products and services are generally distributed to over 2,500 licensed sales representatives, licensed telesales representatives, and via the Internet. In addition, prospective and current customers can find a wide array of information about Liberty Mutual’s Services on their official website, where they host many resources to address consumer questions and concerns.
Their Commercial Insurance products and services include property-casualty and group benefit insurance coverage. These products are usually provided through independent agents, brokers, and other insurance benefit consultants within the country. This line of insurance products includes their Business Insurance, National Insurance, Group Benefits, and Other Commercial Insurance.
Liberty Mutual’s Global Specialty products address the insurance-related needs of three specific market segments. The Liberty International Underwriters (LIU), Liberty Mutual Surety, and Liberty Mutual Reinsurance segments.
To go more into detail, Liberty Mutual Underwriters sells specialty commercial insurance and reinsurance policies worldwide. They also write coverage policies for a wide array of insurance needs worldwide, including casualty, specialty casualty, marine, energy, property, and more.
Liberty Mutual Surety provides nationwide contract and commercial surety bonds to various businesses. On the other hand, Liberty Mutual Reinsurance provides reinsurance for both domestic and foreign-based insurance/reinsurance companies.