The PZU Group is preparing for the merger of PZU and LINK4, the goal of which is to create a modern insurance and financial institution that is even better tailored to the needs of its clients and partners, the Group said in its press release.

According to PZU, the integration is a natural consequence of the Group's development and is within its strategy for 2025–2027, which focuses on simplifying its structure, increasing operational efficiency, and developing a fully functional multi-brand model. Combining the strength, scale, and stability of PZU with the unique innovation and dynamism of LINK4 will leverage full competencies and experience of both teams, preserving brand identity and expanding its offerings.

The integration will strengthen the entire PZU Group sales network. Exclusive channels will gain access to LINK4 products, which will expand the offering targeted at mass consumers. Multi-agents and integrated distribution partners, including banks, will receive a broader product portfolio. At the same time, LINK4's unique direct competencies will enable the scaling of effective solutions to the larger entity of PZU, strengthening the Group's position across all sales channels.

"The decision to retain the LINK4 brand as a separate entity stems from its high recognition and positive customer perception. We are combining the teams and experiences of two outstanding organizations, creating a structure capable of meeting the challenges of the future. This isn't the sum of two balance sheets, but a combination of energy and potential, which will allow us to offer clients an even broader range of services at a higher standard", emphasized Bogdan Benczak, CEO of PZU.

"LINK4 is a brand that has been building its position for years thanks to innovation, speed, and a unique organizational culture. This integration opens up completely new opportunities for us – it's a combination of two perspectives and potentials that will strengthen both PZU and LINK4, creating an organization unique in the Polish insurance market", commented Robert Tomaszewski, CEO of LINK4.

LINK4 is one of the most recognizable insurance brands in Poland and a pioneer in the field of direct insurance, known for its innovation, speed, and high-quality service. Its multi-channel sales and customer relationship model allows it to effectively address diverse market needs.