Hub International, an insurance brokerage and financial services firm based in Chicago, announced its first brand refresh in 10 years on the heels of filing papers for an initial public offering in late June.
Hub is an insurance aggregator that has built a workplace retirement and wealth division with about $208 billion in assets under management and advisement, including $38 billion in individual wealth, according to its most recent filings. The firm said the brand refresh was to reflect its size and scale after completing more than 600 acquisitions and adding services and capabilities.
Hub is majority-owned by private equity firm Hellman & Friedman, which took a stake in 2013, with minority backing from firms including Leonard Green & Partners, Altas Partners and recent investors T. Rowe Price Investment Management, Alpha Wave Global and Singaporean state-owned investment firm Temasek. When the latter three took a minority stake in the firm in May, 2025, Hub pegged its value at $29 billion.
Hub’s rebrand includes the brand signature “For every ambition,” paired with a redesigned look and the website HUBInternational.com. The work was led by Chief Marketing Officer Ellina Shinnick, and drew on interviews with clients, prospects, focus groups, employees, firm leadership, carriers and banking partners, newly acquired firms, and an “audit of the macro dynamics shaping the requirements” of clients, according to the announcement.
“Clients expect more foresight, more technology and (artificial intelligence)-infused resources, and more specialized expertise than they did even five years ago,” President and CEO Marc Cohen said in a statement. “In the complex, high-stakes work we do, they also want a broker who knows them, is never out of reach, stays with them all the way through a claim or crisis till they achieve their goals.”
Hub declined to comment on any connection between the rebrand and its Form S-1, or proposed IPO filing, with the Securities and Exchange Commission.
“Hub expects to use the proceeds from the offering for general corporate purposes, which may include the repayment of indebtedness,” the firm wrote in a release regarding the filing.
A public offering by Hub would put it among a few other publicly listed insurance firms with wealth practices, including Arthur J. Gallagher & Co., Marsh & McLennan Companies, and Willis Towers Watson.
Hub offers institutional and retirement services to organizations and private wealth management services to individuals and families, with securities offered through its own broker/dealer or partner broker/dealers, according to filings. On the insurance side, it offers property and casualty, reinsurance, life and health and employee benefits services.
A Hub IPO would give investors a chance to consider a wealth management business with hundreds of billions in client assets, with no other large RIA, at least publicly, poised to go public. Currently, the public markets have access to investments in the wirehouses and broker/dealers such as Ameriprise, LPL Financial, Raymond James and Stifel Financial.
Hub had been listed on the Toronto Stock Exchange and the New York Stock Exchange before being taken private by Apax Partners and Morgan Stanley in 2007.
Since the firm’s last brand refresh in 2016, it has grown to more than 21,000 employees across more than 700 offices, according to its website.
Along with a new look, Hub said its new website will get “clients and prospects to the right specialist and expertise faster and is built on modern architecture designed for how clients, and increasingly AI-powered search tools, find and evaluate a broker.”
