Cooper Gay rebrands as Ed

Cooper Gay, an independent reinsurance broker, has rebranded its company as Ed.

“We’d like to introduce ourselves. We are Ed,” says chief executive Steve Hearn. “You may recognise our people – we used to be called Cooper Gay.”

Hearn, who was appointed as chief executive in November last year, addressed his staff: “All around us, the world is changing. Ed is the embodiment of that change in the world of wholesale broking.” The industry must evolve, he said, and Ed has the vision to lead the way.

“The birth of Ed is the most obvious representation of our journey to redefine broking. It will not happen overnight, but we’ve already made significant achievements. Ed’s heart is in London, but our brain is everywhere.”

Hearn further suggested Ed has significant advantages over its larger competitors. “They face mounting challenges from outdated business models, focussing on central placement strategies, and conflicts of interest,” he said.

“Our sector is stagnant. It’s time for a change, and that’s our opportunity. Ed is broking redefined.”