Kemper Services Finds New Name

Beleaguered Long Grove, Ill.-based Kemper Services unveiled its new name and corporate identity: Broadspire.

“This is a very important milestone that signifies our transformation into a fully independent service provider,” said Patricia A. Drago, president and CEO of Broadspire.

Broadspire provides a variety of management services for workers’ compensation, auto liability and general liability claims. It also provides an array of disability, Family Medical Leave Act, and absence management services, as well as integrated return to work programs.

The new name was announced to employees and customers today, kicking off a re-branding campaign that will continue this fall and includes advertising and a new Web site.

Platinum Equity LLC purchased the service business in July from Lumbermans Mutual Casualty Co., and launched a comprehensive transition program to carve out the business and develop it as a standalone company.

Establishing a strong corporate identity is vital to sustaining the new company’s momentum, said Rob Joubran, chief operating officer for Platinum Equity.

The name Broadspire was chosen to reflect the company’s defining characteristics. From interviews with employees, three key themes emerged: The company’s heritage as an industry leader in service quality; the breadth of its product and service offerings; and its customer-focused vision for the future.

The Broadspire name is supposed to evoke the breadth and quality of service that are the company’s foundation, and the long-range vision that informs its aspiration for growth as a market leader.

Broadspire will continue developing comprehensive solutions for enterprise customers, Drago said. The company will continue to offer its services on an unbundled basis, while also considering ways to better integrate a broad variety of products and services, she added.