Liberty Mutual Discontinued Digital Brand Certainly
The insurer has officially shuttered its digital-first platform after moving to consolidate operations.
Updated on Sept. 30, 2026 in Insurance
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Liberty Mutual has discontinued its digital insurance brand, Certainly, following a shift in strategy. Auto insurance shoppers visiting the site are now being redirected to Liberty Mutual for quotes.
Why it matters
The closure marks the end of a multi-year experiment by Liberty Mutual to capture digital-native consumers through a standalone brand. The pivot streamlines the insurer's product offerings back under its primary corporate umbrella.
Certainly initially entered the market in 2019 with renters insurance starting at $5 per month. By 2020, the platform expanded its small business insurance coverage to firms with up to 10 employees across 7 states.
The players
Liberty Mutual
Liberty Mutual is a global insurance provider that offers a wide range of commercial and personal insurance products.
Certainly
Certainly was a digital-first insurance brand owned by Liberty Mutual that targeted renters and small business owners.
The details
While Certainly has stopped accepting new renters, small business, and workers' compensation customers, the website remains functional for existing policyholders. Current customers can still use the portal to log in, file claims, and contact support services.
Timeline
Liberty Mutual launched the Certainly insurance brand in 2019.
Small business insurance was added to the platform in 2020.
New customer intake for non-auto lines stopped in January 2025.
Certainly ceased auto insurance sales on September 30, 2026.
Market Dynamics
The discontinuation of Certainly follows a broader industry pattern where major insurers fold successful digital pilots into their established corporate identities. This move highlights the ongoing consolidation within the insurance sector as companies prioritize centralized brand management.
Existing Certainly policyholders will retain access to their accounts for claims and support, ensuring no immediate disruption to current coverage. Prospective shoppers will now need to navigate Liberty Mutual's primary application process rather than the previous Certainly platform.
The takeaway
Consumers should review their current policies to ensure they understand any changes to their account management portal. Monitoring corporate updates is essential as major insurers continue to consolidate their secondary digital offerings.
Further reading
For more on how shifts in carrier strategy affect consumer options, visit the Insurance section.
Source note: This article includes information reported by Coverager - Insurance news and insights.
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