BRYAN TROYER

WAUSAU, Wis. — River Valley Insurance is changing its name to IB Insurance, effective immediately, company officials said.

Although IB Insurance serves businesses, families and individuals throughout the United States, the agency’s primary customer base is Wisconsin and Michigan’s Upper Peninsula.

The insurance agency is a wholly owned subsidiary of River Valley Bank, which also is undergoing a name change to IncredibleBank.

“Our name change to IB Insurance is a direct result of the increasingly competitive world of insurance and financial services, where there are dozens of companies using the River Valley name. We need greater differentiation and a fresh look as we escalate our level of customer service and expand our product offerings,” said Bryan Troyer, president of IB Insurance.

IB Insurance will continue to offer a full range of personal, commercial, employee benefits and life insurance to a wide range of customers and industries, Troyer said.

“With our new name, we will be better positioned to expand our sales and service footprint to include other regions of the country,” Troyer said.

Headquartered in Wausau, River Valley Bank is a financial institution with 15 branches in Wisconsin and the Upper Peninsula. The bank has grown to more than $1.3 billion in assets through personal and business banking, consumer lending, mortgage and insurance.

IncredibleBank was founded in 2009 by River Valley Bank and operates as a national online banking entity for River Valley. IB Insurance serves a combination of River Valley and IncredibleBank customers, as well as its own client base of businesses, families and individuals.