At the beginning of 2024, the insurance sector in Portugal underwent a significant change: Liberty Seguros, one of the market’s best-known insurers, ceased to exist as an independent brand. From now on, its operations in Portugal will be known as Generali Tranquilidade, the result of consolidating the activities of Liberty Seguros and Tranquilidade under the Generali group.
This change is part of an overall strategy to simplify and strengthen Generali’s presence in the insurance market. The group, which already owned Tranquilidade and recently acquired Liberty’s operations, decided to unify its operations and strengthen the Generali brand in the Portuguese market.
What changes for Liberty customers?
For existing Liberty and Tranquilidade customers, the name change does not alter the validity of the insurance contracts or the rights of the insured. All policies remain in force under the same conditions, and customer service will be maintained, now under the Generali Tranquilidade brand. The aim of this restructuring is to offer an even more efficient and competitive service, taking advantage of the synergies between the two insurers.
Generali’s strength
Generali is one of the largest insurance groups in the world, with a solid presence in several international markets. The brand is committed to offering innovative solutions tailored to the needs of each client, whether in motor, health, home or business insurance. This merger with Liberty in Portugal reflects the group’s ambition to grow and consolidate itself as a leader in the Portuguese market, offering a network of excellent services with even more comprehensive and competitive coverage.
The importance of Liberty Seguros’ move for the insurance sector
The transformation of Liberty Seguros into Generali Tranquilidade highlights a growing trend of consolidation in the insurance sector in Portugal and around the world. This merger not only strengthens Generali’s position in the market, but also promises to offer more options and competitive advantages for consumers, reinforcing their confidence in a more efficient service tailored to their needs.
For C1 Broker customers looking for home insurance and other cover tailored to their needs in Portugal and Spain, this move offers a new opportunity to explore Generali Tranquilidade’s solutions, a brand that combines tradition and innovation.
