Why did AmRisc rebrand its wholesale division?


A new logo has also been introduced to match the new brand – it contains a compass rose with the eight main directions for navigation.

The journey to Waypoint, which is part of the AmRisc Group along with Chronos Retail, AmRisc Online and Insurisk, was much longer. In 2015, AmRisc split its distribution platform internally between wholesale and retail, branded the retail side of the AmRisc Agency Group and renamed the retail side to Chronos Retail in 2018. This meant that AmRisc was a parent company to two distribution platforms, one of which was also called AmRisc.

The company wanted to clarify that AmRisc’s communications were from the parent company, not the wholesale division, and that the parent company’s name had no preference. The name update not only simplifies internal communication, but has also “brought some clarity to the market,” said Reid.

“I think a lot of people initially thought it was more complicated, but actually it was seamless,” he noted. “Our wholesale partners have a pretty good relationship with it and it certainly doesn’t change what we do every day.”

Waypoint Wholesale maintains the same leadership and structure as before and reports to Laura Beckmann, AmRisc Groups President and Chief Operating Officer.

“While the new name can help our partners better navigate our product offerings, our wholesale customers and carrier partners can rest assured that our commitment to quality service and our commitment to results-oriented underwriting will remain at the level expected from AmRisc”, said Beckmann.

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