Affinity Brokers Limited has rebranded as Acrisure UK Broking Limited, becoming the first insurance broker in Scotland to adopt the Acrisure name.
The Glasgow-based business will continue to operate from its current premises in Blythswood Square. Motherwell-based WH&R McCartney Limited, also part of Acrisure, will take on the Acrisure UK Broking Limited legal name but will continue trading under its existing brand for the time being.
The move is part of Acrisure’s broader strategy to consolidate its UK operations under a single identity. Acrisure UK Broking provides commercial and specialist insurance services to small and medium-sized businesses and individuals. In Scotland, its portfolio includes cover for sectors such as jeweller’s block, high net worth individuals and care homes.
Affinity was acquired by Acrisure in early 2023, followed by the acquisition of WH&R McCartney later that year. WH&R McCartney, established in 1932, continues to operate with its existing staff and leadership.
Yvonne McKnight, regional director for Acrisure UK Broking in Scotland, said the rebrand would not affect client relationships, service levels or personnel. She described the change as a milestone in the firm’s development under the Acrisure structure.
Mark McIlquham (pictured above), UK CEO of Acrisure, said the Scottish operations are an important part of the firm’s wider UK network, which now spans Scotland, the North, Midlands and South. He said the business will continue to be led locally by McKnight and co-founder Scott Meechan.
Meechan, who co-founded Affinity in 2010, said the firm joined Acrisure to support its growth strategy, particularly in areas involving technology-driven and embedded insurance services.
The rebrand follows a similar move in May 2025, when Sutton Winson became the first UK retail broker to adopt the Acrisure name. Additional UK-based brokers in the group are expected to follow.
Acrisure has also recently expanded beyond insurance broking. In May, it announced the acquisition of Heartland Payroll Solutions from Global Payments for $1.1 billion, entering the payroll and human capital management sector. The transaction is expected to close in the second half of 2025.
Also in May, Acrisure raised $2.1 billion in new funding, led by Bain Capital, to support its acquisition strategy and continued investment in technology. The deal valued the company at approximately $32 billion.
The group has also extended its brand through sports sponsorships. In the UK, it is the insurance partner of Nottinghamshire County Cricket Club and sponsors its women’s team, The Blaze. It also holds naming rights to the Acrisure Stand at Trent Bridge. Internationally, Acrisure sponsors Acrisure Stadium, home to the NFL’s Pittsburgh Steelers, and the Acrisure Arena in California.
