Berkshire Rebrands Direct Comp Offering

A unit of Berkshire Hathaway that sells workers’ compensation insurance directly to customers online is moving forward under a new name — biBerk, short for Business Insurance Berkshire Hathaway. Berkshire Hathaway Direct Insurance Co. was launched last year with the goal of selling workers’ compensation and other business coverage through its website, initially branded as CoverYourBusiness.com. But this spring, the name was changed to biBerk.com, in an apparent effort to emphasize the connection to Berkshire Hathaway. “BHDIC and the team at biBerk.com ...