MELBOURNE, AUSTRALIA – Australasia Underwriting Pty Ltd (AUPL) has today announced a bold new brand strategy and a national expansion of its Property & Casualty insurance offerings, reinforcing its commitment to delivering a simpler, sharper experience for brokers across Australia. The rebrand introduces a fresh visual identity while maintaining the company’s foundational values and commitment to broker partnerships.
The move includes a modernised brand identity and the adoption of a new four-letter initialism—AUPL—replacing the company’s eight-syllable name. The change reflects the firm’s evolving identity and continued growth, with a focus on clarity, agility, and innovation.
““Growth requires progress. It was time our branding caught up with who we’ve become—modern, innovative, and future-focused,” said Alan Mackay, CEO at AUPL. “We’re evolving, but we’re still backing brokers with the speed, smarts, and responsiveness that are hallmarks of the AUPL service.”
The refreshed brand aligns with AUPL’s strapline promise—‘the difficult made easy’—and is designed to make doing business with AUPL faster, more intuitive, and more rewarding for its broker network.
Alan Brett at AUPL emphasized the company’s unique approach: “We’re building an innovative product set that is the go-to for the Australian broker market. Our focus remains on developing the next generation of property and casualty underwriters while using technology to power front-line, face-to-face underwriting.”
The rebrand represents a renewed focus on shaping the future of underwriting—powered by people, not just platforms—while maintaining the company’s unwavering commitment to broker partnerships that have fuelled its success.
“To our broker partners: thank you,” concluded MacKay. “Your trust and support have made this evolution possible. While we’ve grown beyond our initial focus on difficult and complex risks to provide solutions across a wide range of Property and Casualty Australia-wide, our dedication to making the difficult easy remains unchanged.”