Ardonagh Advisory’s general insurance businesses have rebranded to Everywhen and began trading under the new name this week. The group’s UK SME platform rebranded to the new identity earlier in the year. The move pulls down the curtain on more than 35 existing brands including Towergate, Ethos Broking and Berkeley Alexander.

Rob Worrell, CEO of Everywhen, said that the brand Everywhen reflected the firm’s aim to support clients wherever and whenever needed.

He added: “We’ve taken the time to reframe what really matters, consolidate our brand values and ensure we understand the everyday realities of our clients, brokers and partners in today’s economy. This launch is about clarity and confidence, bringing our clients and people together under one clear and inspiring identity.”

The Everwhen brand is being rolled out across offices, digital channels, and client communications and is supported by a new visual identity.