Global Risk Partners (GRP), the owner of Premier Choice, has rebranded to Brown & Brown (Europe) and will adopt Brown & Brown branding going forward.
At the same time, the company has also announced that Mike Bruce, who was previously the chief executive of GRP, is now the CEO for Brown & Brown Europe.
In his new role, Bruce (pictured) will lead Brown & Brown’s overall European strategy.
He will work directly with Brown & Brown senior leaders, Barrett Brown, executive vice president; Chris Walker, executive vice president; and Stephen Boyd, executive vice president.
The branding change affects GRP only, and not the trading brands. GRP’s retail broking, underwriting and London Market businesses will continue to operate as part of the Brown & Brown team under their current brands.
GRP was acquired by US-based Brown & Brown in July 2022.
“The transition will increase the visibility of our combined technical knowledge and allow our team to leverage the superior capabilities and financial strength of Brown & Brown to the benefit of our customers and teammates,” Brown & Brown said.
On the business rationale behind his new role, Bruce said his goal is to enable the European teams to build more connectivity and leverage the financial strength and scale of Brown & Brown with insurers, customers and potential acquisitions.
”Our teammates will be able to derive value from our combined capabilities and deeper collaboration,” he said.
Barrett Brown, president of retail and executive vice president of Brown & Brown, said: “To be successful, you need to adapt, collaborate and think one step ahead.
“Mike has consistently proven that he can help optimize processes for multiple businesses, using creative strategies and solutions to drive positive outcomes for our customers and teammates.”
Powell Brown, CEO and president of Brown & Brown, added: “The growth trajectory in Europe is a testament to our teammates in the United Kingdom, Ireland and beyond; the attractiveness of our acquisition solutions; and the effectiveness of our model.
“We feel very positive about our global value proposition as we increase collaboration and look to make future investments. We are confident that Mike is a leader that will assist in implementing our collective vision.”