Acrisure Rebrands Hine and CRK in the UK

Acrisure has rebranded Hine Chartered Insurance Brokers and CRK Commercial Insurance Services under the Acrisure name, advancing a U.K. strategy to replace a network of acquired labels with a single, integrated platform. The unified brand is expected to simplify client choice, sharpen recognition, and create room for consistent service standards backed by shared data, technology, and specialist teams.

The move follows earlier 2025 efforts to rebadge Sutton Winson, Affinity Brokers, FinCred and Building & Land Guarantees, signaling a deliberate march toward one identity across regions. Hine becomes Acrisure’s first Northern England brokerage to adopt the master brand. CRK, known in manufacturing and engineering, adds depth in the Midlands following BLG’s rebrand. 

Acrisure UK CEO Mark McIlquham frames the shift as pairing local expertise with global scale, reflecting how consolidators are evolving from roll-ups to platforms. 

Further U.K. brand consolidation is expected to continue as the group builds equity in a single name and standardizes the client experience.

Full story: InsuranceBusiness