Yelum

Following Talanx Group's acquisition of Liberty Seguros in Brazil, the Liberty brand was replaced by the new Yelum brand. Yelum aims to create a seamless and superior experience, establishing strong connections with customers and partners.

With the completion of the acquisition of Liberty Seguros by Talanx Group in 2023, the process of integrating the brand's assets into HDI Group in Brazil and its rebrand began. In June 2024, Yelum Seguradora was launched, a brand that came onto the market to replace Liberty in Brazil.

Yelum is an abstract and short name with a sound that conveys agility and simplicity. It is intended to shed light on the complex insurance market, act as a guide and reinforce one of the brand’s main characteristics, the yellow colour:

• The meaning of the name: Yellow + Lume = Yelum. The energy and the light that comes from yellow is summarised in one sophisticated word.
• The suffix “um” (“one” in Portuguese) stands for singularity, flexibility, and customisation.
• The purpose “freedom along safe courses” reinforces the company’s evolutionary nature along with a free-spirited, in-synch, trustworthy, and engaging brand personality.

Yelum comes to continue the excellent journey under the brand of Liberty, combining excellence with proximity, maintaining the current portfolio of products, and focusing on the continuous delivery of a superior experience for their intermediaries and customers. Yelum Seguradora offers both private customers as well as small and medium-sized companies a comprehensive range of insurance products, including motor, property, and personal insurance.

With HDI Group Brazil, a subsidiary of HDI International AG, Talanx Group is today the second largest property and casualty insurer in Brazil and offers its solutions as a multi-brand group under the Yelum, HDI and Aliro brands.

Visit the website of Yelum Seguradora to find out more.