Liberty Mutual Insurance is the sixth-largest property and casualty insurer in the United States, providing broad, useful, and competitively priced insurance products and services to meet our customers' ever-changing needs since 1912.

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Liberty Mutual wants to create a subsidiary brand to introduce car insurance to millennials. This brand should not compete with their existing products and services.

The company aims to create an impactful and memorable experience for a new brand entering the market, especially for young professionals or adult car owners seeking car insurance.