TWO SOUTHLAND INSURERS IN COURT OVER NAME.

Byline: Evan Pondel Staff Writer

The owner of a small insurance agency filed a countersuit Monday against 21st Century Insurance Group after the publicly held insurer sued the South Los Angeles company for using its name.

For 13 years Alfred Bunmi George, 47, has run his company, 21st Century Insurance and Financial Services, without any affiliation to the similarly named company based in Woodland Hills. But in January, 21st Century Insurance Group sued George for using the name.

``I was devastated and shocked,'' George said. ``After so many years of service in this community, 21st Century didn't have the respect to come to me personally. Instead, they sent me a nasty letter.''

The California Department of Insurance had granted George the 21st Century name in 1990, after he submitted four alternatives. The confusion began when 20th Century Insurance changed its name to 21st Century Insurance between 1999 and 2000, George said.

``People call my company all the time, thinking I'm the other insurance company,'' he said. ``As a courtesy we give those people their number, but it's been very hard on my business.''

To curb those calls, this morning George and his attorney, Jonathan Stein, are seeking a permanent injunction against 21 Century Insurance using the name in Los Angeles County. Stein said the court could award his client more than $30 million in statutory damages should the judge acknowledge certain provisions.

``(George) shouldn't have to lose control over his corporate identity,'' said Stein, a Los Angeles-based trial attorney.

Although 21st Century Group changed its name in 2000, the company had registered the 21st Century Casualty name in 1988, a company spokesman said. Larry Krutchik of 21st Century said this is the first time they have encountered another company using the name.

Born in Nigeria, George began selling insurance in the 1980s for United Insurance Company of America. He opened an insurance agency in South Los Angeles several years later.

``There was a great need for our services in the community. And now I have to fight to keep my name,'' said George, who has three employees.

``This is a trademark lawsuit and nothing more,'' Krutchik said.

The 21st Century Insurance Group has furthered its argument against George's business by referring to an advertisement that the Woodland Hills firm claims misrepresents the company. In one instance, Krutchik said George's company printed fliers that read ``21st Century Insurance,'' as opposed to his company's full name - 21st Century Insurance and Financial Services.

``Yes, we would like to eliminate this confusion,'' Krutchik said.

The two companies are expecting a court hearing this fall.

Evan Pondel, [phone]

evan.pondel(at)dailynews.com

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Photo:

(color) Alfred Bunmi George, left, of 21st Century Insurance and Financial Services in South L.A. and attorney Jonathan Stein are in a legal battle with 21st Century Insurance Group.

Tom Mendoza/Staff Photographer