Atlanta announces agreement to acquire assets from Be Wiser

19 April, 2021 |Retail | M&A

19 April 2021

Atlanta, The Ardonagh Group’s Retail platform, today announces that it has signed an agreement to purchase certain trade and assets of Be Wiser.

Be Wiser is a personal lines insurance broker with in the region of 100,000 live policyholders across car, van, bike, travel and home insurance with Feefo Platinum Trusted status.

Upon completion, the Be Wiser brand will operate within Atlanta alongside Swinton, Autonet, Carole Nash and Marmalade and it is the intention that 189 Be Wiser colleagues will transfer to Atlanta.

Atlanta is a leading digital multi-brand personal insurance broker with over 2.6 million customers.

Atlanta CEO Ian Donaldson said: “This is a great opportunity for us to complement our existing brands and businesses by bringing an established, well-loved and much respected brand into Atlanta. We will provide the digital investment and strength of our insurer relationships to support its future growth and success.”

Be Wiser Insurance CEO Jeff Brinley commented: “It is great that the Be Wiser brand will now be able to continue to grow and prosper with access to the enormous resources and knowhow available within Atlanta.”


About Atlanta

Atlanta Group is one of the largest and fastest-growing brokers in the UK insurance market and forms the Retail segment of the worldwide Ardonagh Group. Since 2017, Atlanta has brought together leading businesses within the digital space with access to some of the best people, systems and pricing capability within the industry.  A force in Personal Lines Broking, Atlanta is made up of 2200 colleagues over 10 sites servicing 2.6 million customers for brands including Autonet, Carole Nash, Swinton, Paymentshield, Healthy Pets, Lloyd Latchford and Marmalade. Acquisitive growth will continue as Atlanta secures its position as the industry leading digital broker.

Press enquiries: 07863 350 270


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