HUB International rebrands for the first time since 2016, unveiling a new identity designed to match the insurance brokerage's dramatic transformation over the past decade.

The Chicago-based firm has spent years building its footprint through an aggressive acquisition strategy. Since its previous branding was introduced, HUB has completed more than 600 transactions and expanded its workforce to more than 21,000 employees across North America.

What was once a very different brokerage has become a sprawling platform offering clients access to commercial risk, employee benefits, retirement planning and wealth management under one roof.

HUB's Growth Outgrew Its Old Identity

The scale of that transformation became particularly clear in May 2025, when a new capital raise valued HUB at approximately $29 billion. The valuation represented the highest recorded for a privately held insurance brokerage.

For clients, the change is more than a number on a balance sheet.

A business working with HUB today can potentially turn to the same organization for multiple financial and insurance needs that, a decade ago, might have required separate broker relationships.

The new brand includes a new tagline, refreshed logo, redesigned website and updated employee values.

The timing also comes as consolidation continues to reshape the insurance brokerage industry — a trend that helped propel HUB's own rise.

Brokerage Consolidation Shows Little Sign of Slowing

In its July 2025 Today's ViewPoint report, MarshBerry managing director Eric Hallinan said insurance brokerage mergers and acquisitions are expected to remain strong into 2026.

The pressure is particularly intense for mid-market firms generating between $500,000 and $10 million in revenue.

Those companies increasingly find themselves competing against larger platforms with deeper technology resources, broader carrier access and greater service capacity. Each major acquisition can make that gap wider, turning the brokerage market into an increasingly uneven playing field.

What the HUB Rebrand Means for Clients

HUB said the rebranding does not alter how clients interact with their advisors or teams. The firm's organizational structure and everyday operations remain unchanged.

The shift instead gives a more unified identity to a company assembled through years of acquisitions.

A customer who originally entered the HUB network through an acquired agency can now increasingly see that relationship as part of a single organization with a recognizable brand and broader capabilities.

Cohen said HUB's expansion over the last decade had taken the company's capabilities far beyond what its 2016 identity could reasonably communicate.

At the same time, client expectations have evolved. Businesses increasingly want brokers that can combine specialized expertise with technology-enabled access across multiple lines of business.

New Website Aims to Simplify a Massive Network

The redesigned HUBInternational.com is intended to make that sprawling range of services easier to navigate.

Instead of requiring customers to understand how HUB's acquisition network is organized, the website is designed to direct them more quickly toward the appropriate specialist.

The strategy mirrors the company's broader expansion.

HUB's recent acquisition of Fifth Avenue Insurance Agency in Oklahoma City, for example, added medical professional liability capabilities to its Mid-America operations.

The acquisition was another piece in a much larger puzzle, with HUB continuing to combine specialized agencies into an increasingly broad insurance platform.

More Than 700 Offices Across North America

The numbers behind HUB's expansion help explain why executives concluded its old branding could no longer tell the whole story.

Since 2016, the firm has expanded across business lines that were far less extensive a decade ago. Its $1.6 billion capital raise in 2025 also demonstrated continued institutional appetite for the company's growth strategy.

HUB has continued acquiring insurance agencies throughout the United States and Canada, building a network that now stretches across more than 700 offices.

That scale gives large consolidators an increasingly powerful proposition: one relationship can connect a client with specialists in risk, employee benefits, retirement and wealth management.

For independent brokerages without similar scale or specialized capabilities, matching that proposition can become a steep climb.

The rebrand, in that sense, is more than a new logo. It is a visual marker of how far HUB has traveled — from the brokerage represented by its 2016 identity to a North American insurance platform whose growth has helped reshape the market around it.