BOSTON (September 28, 2023) – Liberty Mutual Insurance today announced the appointment of Luke Bills as president of Independent Agent Distribution for US Retail Markets (USRM), effective October 9. Bills will report to USRM Chief Distribution and Marketing Officer Tyler Asher. 

Bills, a 19-year Liberty veteran, most recently was the company’s US chief product officer, responsible for managing the full suite of personal and small commercial insurance products. He also brings an extensive background in independent agent (IA) distribution to his new role from past field leadership roles. In addition, he led the integration strategy of Liberty’s small commercial lines into the retail business unit. 

“Luke has done a great job leading our Product organization, and I am excited about the experience he brings to IA and the distribution and marketing leadership team,” said Asher. “We are dedicated to being champions for independent agents, and Luke’s background will help us continue our brand promise to do more than any other carrier to help agents win.” 

Liberty Mutual is the number two writer in the independent agency channel, distributing its products through three brands: Safeco Insurance, offering personal auto, homeowners and specialty lines in 48 states; State Auto Insurance, selling small commercial, farm and ranch policies in 33 states; and Liberty Mutual for small business insurance products in 49 states. 

Portrait of Luke Bills


About Liberty Mutual Insurance 
At Liberty Mutual, we believe progress happens when people feel secure. By providing protection for the unexpected and delivering it with care, we help people embrace today and confidently pursue tomorrow. 

In business since 1912, and headquartered in Boston, today we are the fifth largest global property and casualty insurer based on 2022 gross written premium. We also rank 86 on the Fortune 100 list of largest corporations in the US based on 2022 revenue. As of December 31, 2022, we had $50 billion in annual consolidated revenue. 

We employ over 50,000 people in 29 countries and economies around the world. We offer a wide range of insurance products and services, including personal automobile, homeowners, specialty lines, reinsurance, commercial multiple-peril, workers compensation, commercial automobile, general liability, surety, and commercial property. 

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Contact: Liberty Mutual Insurance Public & Media Relations  

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