By Salem Chicago News Staff
CHICAGO — Insurance brokerage HUB International on Sunday rolled out an updated brand identity, its first overhaul since 2016, after a decade in which the company completed more than 600 acquisitions and grew to more than 21,000 employees.
The rebrand reflects a company that has expanded well beyond its original scope through aggressive deal-making and signals how consolidation continues to reshape the insurance industry.
The new identity centers on the tagline “For every ambition,” paired with a refreshed visual identity featuring a modernized logo, a redesigned website and updated employee values. The company also introduced a new value proposition: “Moving you forward with clarity and confidence.”
“Our clients, our colleagues and the communities we serve all have ambitions, and our job is to help achieve them,” Marc Cohen, president and chief executive officer of HUB, said. “Clients expect more foresight, more technology and AI-infused resources, and more specialized expertise than they did even five years ago. 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 till they achieve their goals.”
Led by the CMO
The brand overhaul was led by Ellina Shinnick, HUB’s chief marketing officer, and drew on interviews with clients, focus groups with employees and leadership, and conversations with carrier and banking partners.
“For every ambition is our commitment,” Shinnick said. “It means helping every client, colleague and community we serve get where they’re going, whatever that looks like for them, backed by the deep expertise of advisors and the reach of our omnichannel capabilities.”
A Decade of Growth
HUB, headquartered in Chicago, now operates across risk management, insurance, employee benefits, retirement and wealth management services. The company expanded its lines of business significantly over the past decade and invested in digital offerings and client platforms.
A May 2025 capital raise valued the firm at $29 billion, according to Insurance Business magazine. HUB also confidentially submitted a draft registration statement in June 2026 for a proposed initial public offering.
The company said the rebrand does not change how clients work with their existing advisors or teams. The firm’s day-to-day structure and operations remain the same.
The redesigned HUBInternational.com is built to connect clients and prospects to specialists faster. HUB said the site’s architecture was designed for how clients and AI-powered search tools find and evaluate brokers.
The rebrand comes days after HUB announced four leadership promotions across the United States and Canada, effective Jan. 1, 2027, including the elevation of Andrew Forchelli to executive vice president and Carol Mills as chief sales officer.
HUB operates more than 700 offices across North America.
