Hub International Limited has unveiled a new brand identity, its first since 2016. Over those ten years, the Chicago-based brokerage completed more than 600 acquisitions and grew its workforce to more than 21,000 people across North America. The firm’s 2025 capital raise valued it at $29 billion, which HUB described at the time as the highest enterprise valuation recorded for a private insurance brokerage.
The rebrand includes a new tagline, a refreshed logo, a redesigned website, and updated employee values. It arrives at a moment when consolidation continues to reshape the North American broker market. Advisory firm MarshBerry has noted that brokerage M&A activity is likely to remain robust into 2026, as private equity involvement and strategic pressure sustain dealmaking.
What changes for clients
HUB says the rebrand does not change how clients work with their advisors or teams. The firm’s structure and day-to-day operations remain the same. Its services now sit under a single, unified identity spanning commercial risk, employee benefits, private client, retirement, and wealth management.
The redesigned HUBInternational.com is built to give clients faster access to specialists across those lines. It has also been engineered for AI-powered search tools, a response to a broader shift in how businesses find and evaluate brokers.
Hub’s recent acquisition of Fifth Avenue Insurance Agency in Oklahoma City reflected the same growth logic. That deal added medical professional liability capabilities to its Mid-America operations.
“Clients expect more foresight, more technology and AI-infused resources, and more specialized expertise than they did even five years ago,” said Marc Cohen, president and chief executive officer of HUB. “In the complex, high-stakes work we do, they also want a broker who knows them, is never out of reach, stays with them all the way through a claim or crisis.”
Consolidation as context
The scale of HUB’s growth since 2016 helps explain why a rebrand became necessary. The firm now operates across lines of business well beyond what it offered a decade ago. Its 2025 capital raise of $1.6 billion signaled continued institutional appetite for expansion.
HUB has since continued acquiring agencies across the US and Canada, and its footprint now spans more than 700 offices on the continent. Consolidators at that scale can now offer clients a single point of access to risk, benefits, retirement, and wealth services. A decade ago, that range would have required multiple broker relationships.
