Ageas strengthens Atlanta Group with Safeguard Home

We’re delighted to confirm that Ageas is partnering with Safeguard Insurance, adding even more strength to the select panel that’s delivering the Atlanta Group’s new Personal Lines brand in the household insurance market.

Working alongside a small number of carefully selected insurers, we’re offering a simplified home insurance product – Safeguard Home. This product offers customers three optional tiers of protection through an easy to understand, common policy wording. In line with our overarching ambition to simplify insurance, this approach makes life easier for brokers, but gives customers the flexibility they need, too.

This is a significant addition to the Personal Lines space. As more panel members will be supporting the Atlanta Group’s offer from Q1 2024, this is as an exciting proposition. Atlanta Group is one of our most diverse strategic broker partners. Offering a product that has mass market appeal, this announcement supports our strategy for even more growth and reach in Personal Lines insurance.

Adam Beckett, Chief Distribution Officer, says, “One of the reasons we've become the market leaders in Personal Lines insurance, is our determination to develop long-term partnerships that focus on brokers' success. The team takes great pride in developing those relationships. We've worked closely with Atlanta Group throughout 2023. We are excited about this varied, tiered cover offering, and what it will mean for customers, and the launch of Safeguard Home is a great indication of our partnership's potential.”

Anthony Mellor, Head of Insurer Relations - Home, Atlanta says, “From the moment we pitched the Safeguard Home proposition to Ageas they were fully on board with our vision for this new product. It’s been a pleasure to work with the team there to bring this new product to market, their knowledge and expertise making this as straightforward as possible.”