From CCR Re to Arundo Re: what lies behind a rebranding masterstroke

“The rebranding of CCR Re to Arundo Re clarifies the company’s new identity and marks a fresh phase in its evolution,” said Bertrand Labilloy (pictured), chief executive officer, Arundo Re. 

Rebranding is never just adopting a new name or logo – it’s about embracing change, redefining identity and setting a course for the future. 

“The decision to rebrand CCR Re as Arundo Re reflects the company's complete separation from CCR and its new chapter as an independent entity with different shareholders,” said Labilloy. 

By mid-2024, the operational and support functions, IT systems, asset management and office location had been fully migrated. 

“With CCR retaining only a temporary minority stake, keeping the CCR brand became unnecessary and potentially confusing,” Labilloy stated.

“We wanted a name that was meaningful and reflective of who we are”

“The strategic shift happened in 2023 with the change of ownership and control,” Labilloy noted. 

“The rebranding in 2025 is a continuation of that transformation. 

“There’s no change in strategy, team or operational priorities – just a fresh identity to reflect our independence and ambitions. 

“This approach ensures continuity while driving long-term dynamism.”

Arundo: strong yet versatile

But would you leave the new name of an already successful company up to your clients to decide? That’s exactly what Labilloy did.

“We wanted a name that was meaningful and reflective of who we are – our DNA and our values,” Labilloy elaborated.

“We engaged a consultant who conducted interviews with clients, employees, shareholders and brokers. 

“They suggested a list of names, and very quickly we zoomed in on Arundo.”

The name “Arundo” is derived from the Latin word for reed, a plant that grows in humid areas, and Labilloy was keen to explain the reasoning behind this choice.

“In French culture, the reed symbolises resilience, humility and agility,” he began.

“It is heavily associated with a famous fable by Jean de La Fontaine about an oak tree and a reed: a boastful oak stood tall and proud until a storm hits and it falls down, whereas the tiny reed bends with the wind without breaking.” 

The symbolism is clear: Arundo Re is a medium-sized company – relatively tiny compared with its competitors – yet it operates in a global market dominated by tier-one players; no small feat. 

Labilloy acknowledged this but pointed out Arundo Re’s unique positioning. “We focus on specific markets and business lines where we can make a meaningful impact. 

We’re among the top 20 in P&C in Asia, Canada, France and Israel. 

“Our approach is based on building stable, long-term relationships with clients rather than transactional engagements.”

“The reed’s qualities – resilience, vitality and humility – are central to our own values,” Labilloy said.

“Our values include humanity, solidity, clarity and vitality. 

“Humanity reflects our belief that nature is greater than man and emphasises modesty and empathy in relationships. 

“Solidity represents our long-term support that enables clients to face the future with confidence amidst challenges like climate change. 

“Clarity is essential in building trust through solutions that are simple, firm, and transparent, and lastly, vitality underscores our belief in progress and innovation.”

Remaining loyal

When asked about the legacy Arundo Re hopes to carry forward, Labilloy said: “We’re committed to maintaining our DNA of conservative policies in underwriting, investments and reserving. 

“These characteristics are deeply embedded in how we operate and are critical to our business success. 

“At the same time, we aim to develop our dynamism and openness to innovation, combining the best of our public and mutual DNA with entrepreneurial vitality.”

Arundo Re also continues to prioritise loyalty.

“We give priority to our long-term partners, working across all lines of business and maintaining stable support over time,” Labilloy explained.

“Additionally, we’re preparing for future growth by exploring new territories like Lat-Am while continuing to expand in Asia, a key driver of our success.”

As the reinsurance market evolves with challenges such as climate change, inflation and capacity constraint, Arundo Re is ready to tackle these issues head-on. 

“We benefit from the support of strong shareholders and leverage innovative solutions such as sidecars and catastrophe bonds, to strengthen our position. 

“We’re also developing advanced tools to better measure and manage exposure to natural disasters, building on our heritage as a former subsidiary of CCR, a specialist in this area,” Labilloy continued.

Reflecting on the rebranding’s reception, Labilloy shared his enthusiasm. “The rebranding has received strong support from clients and partners alike, giving the company renewed energy and momentum. 

“It’s a proud moment for us as we embark on this new chapter, poised to deliver value, resilience and innovation for years to come.”

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