Guy Carpenter has changed its name to Marsh Re, leaving behind a business identity that has continued for a century as part of a previously flagged group rebranding.

The Marsh McLennan group became Marsh in January, with businesses across risk, reinsurance and capital, people and investments, and management consulting scheduled to adopt the brand after a transition period.

“As Marsh Re, we are entering a new chapter that enhances how we serve clients in an increasingly complex risk environment,” CEO and president Dean Klisura said in a note this week.

The change took effect on Monday.

Founder Guy Carpenter started working in insurance aged 15 and set up his namesake company in 1922, offering cover for the cotton industry. The business was acquired by Marsh & McLennan the next year and expanded over following decades as a risk and reinsurance specialist.

“We will continue building on that legacy with the full strength of Marsh and our colleagues across the organisation,” Mr Klisura said.