Insurance Technologies Rebrands as Hexure

The new brand signifies a sharper strategic focus on leading the insurance, financial services and wealth management industries.

(Image source: Hexsure homepage.)

Insurance Technologies, LLC (Colorado Springs, Colo.), a provider of sales and regulatory automation solutions for the life and annuity industry, has announced its new company brand Hexure (pronounced “HECK-sure”), which the vendor says is meant to put sharper strategic focus on leading the insurance, financial services and wealth management industries.

Laird Rixford, CEO, Hexure.

The name is derived from two powerful elements—hex and ure, according to a statement from the company. “Hex signifies strength and stability [and] sure represents the legacy of Insurance Technologies’ extensive history in insurance,” the statement says. As part of the name change, the company has released a new company logo and launched its new company website at

“We are modernizing our company to deliver to the industry and our clients powerful digital sales automation solutions that enable efficient digital workflows and sales experiences,” comments Laird Rixford, CEO, Hexure. “The new name brings together the four tenets at the heart of who we are as a company. Our proven commitment as a technology partner. The strength of our digital solutions and team expertise. Our dedication to client services. Our vision for the future and desire to lead the industry forward.”

Hexure reports that, during the past two years, the company has been investing in its growth, and expanding into new lines of business with the acquisitions of IXN (2021) and MyMedicareBot (2022). The company says it also is continuing to invest in organizational growth and product enhancement and expansion. This new brand is designed to align with the company’s position as a provider of both insurance and wealth management solutions.

“The team here at Hexure is excited for this new chapter in the company’s journey, and we look forward to the future ahead,” said Rixford. “While we have a new name and look, our clients can continue to count on our dedication as a partner in their efforts to grow their sales, along with continued product innovation that solves their unique business needs.”

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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