American Economy Insurance Company, Safeco Insurance Company of America, and Safeco Insurance Company of Illinois have filed an informational notice in Arkansas to transition policies sold through the independent agent channel from the Safeco brand to Liberty Mutual. The change, effective for all new and renewal business on or after April 25, 2026, involves only branding and logo updates, with no impact on policy terms, conditions, or rates.

The rebranding is intended to streamline Liberty Mutual’s go-to-market strategy, increase flexibility in product deployment, and leverage the parent company’s stronger brand recognition for growth. Internally, the shift requires extensive updates across forms, systems, and processes.