Insurance brands that brokers actually choose
We help forward-thinking insurers and MGAs turn their advantage into attention and action.
We did it for Travelers. We can do it for you.
Your brokers like you.
They just can’t explain why.
In the intermediary insurance market, distinction is everything, and yet almost nobody has it. Ask your top ten brokers why they place business with you, and you’ll hear the same words you’d hear about your closest competitors: service, relationship, expertise. All true, yes. All claimed by everyone, yes. But, none of it is a reason to choose you.
The problem isn’t your product, or even your marketing. It’s that the thing that makes your company genuinely different – the human truth beneath the proposition – has never been properly uncovered, named, or built into the way you communicate.
As a result, every campaign starts from a weak foundation. Every BDM conversation sounds like the last one. And when brokers can’t articulate why they choose you, they default to familiarity or price.
Consumer Duty has made this more urgent. Regulators are now asking firms to demonstrate genuine value in plain, human language. And while most are treating it as a compliance exercise, those getting ahead are treating it as the clearest brand brief the sector has ever been gifted.
Our Approach
We find the human truth. Then we build everything around it.
While most agencies start with the brief, we start earlier, with the question of what’s genuinely, distinctively true about your business that a broker would actually care about. An approach that requires asking the tough questions, challenging assumptions, and resisting the temptation to reach for the obvious.
But always worth the effort, because once we’ve found it, we build a brand platform your whole business can speak from. A campaign that brokers stop and engage with. An identity that actually looks and sounds like the firm you’ve become, not the one you were five years ago.
The result isn’t just better-looking work. It’s a brand that demands attention and inspires action. And one that compounds over time, with every broker conversation, every piece of collateral, and every campaign more effective than the last.
Three key differentiators:
1. We get the intermediary market
We’ve spent thirty years building brands that work in intermediary-led markets – understanding what makes brokers tick: how they make decisions, what earns their loyalty, and what makes an insurer memorable on a crowded panel.
2. Strategy + creative
We’re a brand strategy and creative agency, which means the thinking and the bringing to life happens in the same place. You get a curiously rare combination of strategic rigour and standout ideas, and without the handoff problems that come from separating them.
3. We’re built for firms like yours
We work with mid-sized, forward-thinking B2B organisations. That’s our sweetspot. A compact, senior team means leadership eyes on every project, faster decisions, and work that works – for you, and your clients.
Why mark-making*
Independent. Specialist. Trusted.
We’ve been doing this since 1995. Long enough to have seen every version of the insurance differentiation problem, and short enough to still care deeply about solving it properly.
We’re a certified B Corp, so you can be sure our commitment to doing business the right way is independently verified, not hot air. In a sector increasingly scrutinised for ESG and ethical practice, that really matters to the brands we work with and to their procurement teams.
We’re FSQS and Cyber Essentials registered, too. That means the due diligence has been done, so one less point of friction in your compliance and procurement process.
And we have a point of view. We call it Be More Human, FFS. It’s shaped from thirty years of watching what separates the strongest FS brands from the rest. More than a perspective, it’s a practical understanding of what it takes to thrive long term as a financial services brand.
Our Case Studies
Making insurance more human
Travelers Europe (Schemes)
Challenge: Entering the schemes market with no profile, no obvious USP, and a broker audience loyal to established players
Approach: Found the human truth – brokers as entrepreneurial partners – and built a campaign platform around it: Inspired by you, insured by us
Outcome: 150% of target leads. 1,216% ROI. Delivered a quarter ahead of schedule, within 88% of budget
They brought our ‘Insuring Ambition’ brand promise to life and developed a unique campaign that stands apart from the competition.”
Gabrielle Pennington,
Marketing Consultant, Travelers Europe
Willis Towers Watson Affinity
Challenge: A global firm whose InsurTech and affinity capabilities were invisible behind its better-known broking reputation
Approach: Built a bold thought leadership platform – Never Settle / Acceptable is Unacceptable – that repositioned WTW Affinity as a category challenger
Outcome: Strongest CPC and CTR performance in the campaign’s history.
The loudest voice WTW Affinity has ever had in a crowded market.”
Patricia Antúnez,
Head of Marketing, WTW Affinity
Travelers Europe (Cyber)
Challenge: 50% of brokers lacked the confidence to discuss cyber insurance with clients – limiting placement of a class-leading product
Approach: Repositioned Travelers as the expert partner that puts the full weight of their knowledge behind brokers – Ready, Set, Go
Outcome: Cyber product pages in the top 3 on travelers.co.uk at launch. High engagement across all campaign channels
Really stands out in the market for its positive and empowering approach.”
Amber Mears-Brown,
Senior Marketing Consultant, Travelers Europe
What You Get
A fit-for-purpose approach
Most clients start with a campaign or a positioning project. Most end up with a brand that works harder across everything. Here’s how the journey typically begins.
Positioning
Bring absolute clarity and focus to what makes you different and why anyone should care – strategic foundation that underpins everything. Discovery, synthesis, brand story building blocks, positioning framework, and brand tracking toolkit.
Investment: £15,000–£40,000 depending on scope
Campaigns
Campaigns built from genuine insight into how intermediaries make decisions, not how we’d like them to. Strategic platform, creative idea, and executional assets across relevant channels. Phased delivery with built-in test-and-learn.
Investment: £15,000–£60,000 depending on scope and channels
Identity
Verbal and/or visual brand identity A brand that looks and sounds like the firm you are and stands out in the market. Verbal identity, visual identity, or both, delivered with the practical application your team actually needs.
Investment: £20,000–£80,000 depending on scope
Not sure where to start? Book a call