Local Enthusiast Car Insurance Agency Rebrands As Traction

Shift Brokers, long a corporate cousin to ShiftAtlanta, announced yesterday that they were rebranding as Traction, or officially “Traction Insurance Agency”. Shift Brokers, now Traction, has been known locally and throughout the southeast as a enthusiast focused insurance agency.

With the announced rebranding, Traction intends to further focus on it’s successful lineup of options tailed towards serious car enthusiasts, show cars and track & race cars.

One of the biggest emphasis Traction is focusing on is proper coverage. While car insurance itself is common place, there are unique issues highly modified cars, those taken to the track or raced have – not just in terms of the value and correct repair in the event of physical damage, but also in potential risks and liabilities.

Traction also plans to continue to have a significant focus on insurance for JDM and other imported cars. This is an area that many enthusiasts turn to incorrect or improper solution, such as insuring the car as the US equivalent or even the completely wrong model. Such solutions may be inexpensive, or within the capabilities of their neighborhood agent, they can often lead to problems in the event of a claim.

What About Shift Brokers?

A common set of questions we’ve heard is, so what happened to Shift Brokers? Did it get acquired? What was the reason for the rebrand.

We had a chance to talk with Holly Pezzano, Principal Agent at Traction (formerly Shift Brokers). She filled us in on why Traction come about.

Did you get acquired?

Holly: “Traction is simply a rebrand of Shift Brokers. We’re the same people with the same tireless dedication to being customer centric. Which we feel is a differentiator all by itself in insurance.”

What Happens To Shift Brokers?

Holly: “Shift Brokers name will continue to exist for a brief time, but ultimately the plan is to roll it under the Traction brand. While we’re growing by leaps and bounds, we’re still small enough that it doesn’t make sense to have two brands long term.”

Why the rebrand?

Holly: “When we originally started Shift Brokers, we thought it would be an offshoot to provide a limited set of products to ShiftAtlanta members, with a big focus being track day insurance. What we discovered is that the insurance questions and needs of car enthusiasts was much bigger and deeper than we imagined. We’ve now grown to 17 states, and our ability to use the name Shift consistently across the country was limited. The rebrand to Traction will enable us to use a more consistent name as we continue to help car enthusiasts across the US.”

Any change to the other Shift brands, like ShiftWomen or ShiftAtlanta?

Holly: “This was one of the last motivations for the rebrand, as we’ve gotten bigger and more distinct from our original start with being tightly aligned to ShiftAtlanta, we realized the similarity in names and brands caused confusion. We didn’t want to take away from our authentic community driven goals with ShiftAtlanta. So we felt bringing in the new brand would help is separate what we do to earn our living from what we do in and around the community.

About Traction

Traction is an insurance agency that helps car people navigate coverage for race, track, show, lowriders and other modified or unique cars.  By being car enthusiasts themselves, they understand that car people need different solutions that are not always available to, or within the capabilities of, traditional agents. Traction makes finding coverage easy allowing you to feel confident and get back to having fun with your cars.

Traction provides a full suite of insurance products aimed at serious enthusiasts.  The agency offers enthusiast and collector insurance, coverage for exotics, unusual or hard to place kit cars or replicas vehicles; storage and trailered only policies for show and race cars; on track insurance by the day, event or year; motorsports insurance; excess liability policies on and off track and so much more.

Traction is available to any kind of car enthusiast, but focuses on those who have deep rooted passions in their cars or automotive hobby.  Traction is available in a growing number of states.  The products and services are provided through key underwriting and managing general agent partners. 

About The Full Service Enthusiast Insurance Agency

Traction’s parent, Homefield Equity pioneered the concept of creating a true, solution oriented and full service insurance agency aimed at car enthusiasts through its brand Shift Brokers.  With the launch of Traction, Homefield Equity will further refine it’s vision and focus on helping serious car enthusiasts find the best options on insurance.

Ultimately, the Shift Brokers brand will be folded into the new Traction organization, immediately being known as Shift Brokers by Traction.  There are no immediate plans to change program offerings or our tireless dedication to being customer centric. 

Traction Provided Disclaimer

Traction is an agency that markets and sells insurance policies underwritten by partners across a full landscape of products.  Products and policies are described in general terms and may vary from carrier to carrier and state to state.  Products described are not an offer for coverage or a guarantee of insurability.