Why is Churchill Insurance named after Winston Churchill?

I am the son of Martin Long, the founder of Churchill insurance. I asked him this question and he responded with the answer that he enjoyed reading about the life of Sir Winston Churchill ever since he was about 10 and decided to devote the name of his company to him.

<><><> "The current Churchill mascot was the product of a staff competition designed to identify ways to differentiate the Churchill brand from Winston Churchill."


I'm pretty sure it was not.