Aspen Managing General Agency has rebranded as Alpine Rio Insurance Services, according to an announcement from Starwind Specialty Insurance Services, a CRC Group company, as it faces an ongoing legal battle.
Aspen Insurance Holdings Limited has filed a trademark infringement lawsuit against Alpine Rio in the US District Court for the Eastern District of Texas. The suit, filed on May 28, claims unauthorized use of the Aspen trademark. Alpine Rio submitted a response to the court on June 26. Neither party has issued a public statement on the matter.
The rebrand took effect on July 1, 2025, and the company claims it is part of a broader strategy to support its operational growth and expand its product offerings in the US market.
Paul Harrison, president of Alpine Rio Insurance Services, said the rebrand will not affect the organization’s structure or service approach.
“While our name is changing, our people, expertise, and dedication to our partners remain the same,” Harrison said. “We’re excited about this next chapter and remain focused on supporting our agency partners with reliable service and smart underwriting.”
In addition to the name change, Starwind Specialty has launched a new flood and specialty property insurance program under its Starwind FPS platform. The initiative broadens Alpine Rio’s product scope beyond its primary focus on nonstandard personal auto insurance, adding residential and commercial property coverage.
Alpine Rio has operated in the non-standard auto sector for more than a decade, providing underwriting services and market access to independent agents. The company says the expanded offering is intended to meet evolving client needs and to support agency partners in underserved segments.
“This rebrand underscores Alpine Rio’s momentum and the team’s ongoing commitment to growing with intention while staying true to the values that have made them a market leader,” said Bill Goldstein, CEO of Starwind Specialty.
Brian Norman, president of Starwind Specialty, said the company expects the Alpine Rio team to continue building on its current position in the market.
The rebrand includes a revised logo, updated website, and a new visual identity to reflect the company’s positioning.
