First Floridian Auto and Home Insurance Co. became Travelers of Florida in January. According to President and CEO Nancy Baily the change will provide the marketing benefits of stronger name recognition, something missing when it was a wholly owned subsidiary of St. Paul Travelers.

“The key component in our growth strategy is our ability to market our products and services with our agents, customers and potential customers across the state. Branding is a critical aspect of this strategy,” Baily said in a press release. “The new brand name will create more awareness in the Florida marketplace due to Travelers' recognition as a highly respected national insurance company.”

Travelers, a member of St. Paul Travelers, is the second largest writer of auto and homeowners' insurance through independent agents. Baily said the company will be increasing its focus on auto insurance while keeping current homeowners' customers service strong.