Cooper Gay has rebranded to call itself "Ed". In a press release titled "Introducing Ed", the intermediary said it had launched to "redefine broking". Steve Hearn, chief executive said, "We’d like to introduce ourselves. We are Ed. You may recognise our people, we used to be called Cooper Gay." Under its new Ed banner, the broker heralded a "renaissance of a declining business". Ed called itself an independent broker for independent producers of independent business, there to serve its client chain, never to compete with them and bring expertise, global presence, a technology focus and a borderless business model. Hearn continued saying, "All around us, the world is changing. Ed is the embodiment of that change in the world of wholesale broking. The industry must evolve and Ed has the vision to lead the way. The birth of Ed is the most obvious representation of our journey to redefine broking. It will not happen overnight, but we’ve already made significant achievements." Hearn said to the team at Ed that although its heart was located in London its brain and future was elsewhere and the rebrand needed to recognise this change.