UK-based insurance, wealth and retirement group Aviva has announced plans to rebrand Probitas 1492 as ‘Aviva Syndicates’ as part of the ongoing integration of its Lloyd’s platform into the company’s Global Corporate and Professional (GCS) division.
The new branding is expected to be launched by the end of September, with brokers and clients seeing the Aviva Syndicates name used across communications, systems and market-facing activities.
Aviva said the change reflected the next phase of bringing the Lloyd’s business under a single brand, following the acquisition of Probitas in 2024. The company said it aims to develop a specialty insurance business operating under a single identity while maintaining its dual stamp market share.
Since completing the acquisition, Aviva has expanded Lloyd’s capabilities and launched eight new business lines as part of its growth strategy in the specialist insurance market.
Jason Storah, chief executive of Aviva UK and Ireland General Insurance, commented: “Bringing Probitas fully under the Aviva brand is the next step in building a truly integrated specialist business. We have integrated our teams and capabilities and now see the benefits of trading as one platform. Aviva Syndicates will enhance our presence in the Lloyd’s market and make it easier for brokers and clients to access the full benefits of our underwriting, risk expertise and global reach.”
