Liberty Mutual plans to phase out its regional insurance brands

By Todd Wallack, Globe Staff

Liberty Mutual, one of the largest insurance companies in the country, plans to phase out its regional brands this year, including Peerless Insurance in the Northeast, so it can focus on using the Liberty Mutual brand nationwide.

In addition to Peerless, the Boston insurance giant is also eliminating the following brands: America First Insurance, Colorado Casualty, Golden Eagle Insurance, Indiana Insurance, Liberty Northwest, Montgomery Insurance, and Ohio Casualty.

All of the units sell commercial insurance through independent agents.

“The decision was influenced by agents’ desire to align their business with the stronger, more recognizable Liberty Mutual brand,” said Liberty Mutual spokesman Glenn Greenberg.

Liberty Mutual was the second largest property and casualty insurance in the country in 2011 - trailing only State Farm -- according to the most recent data from the Insurance Information Institute. It is best known to consumers for its auto and home insurance, though it also offers a variety of other products.