Project Description

insurance marketing consulting person

A leading insurance company wanted to extend its brand beyond traditional insurance offerings (auto, home, and life) to encompass a broader set of financial services, including retirement planning, investment management, and trust services.

Given the company’s insurance roots, its brand image anchored on risk management and protection—benefits incongruent with growth investing. Along with a name change—dropping “insurance” from the moniker—the company sought to refine its business proposition and solidify its position in a new category.


  • Property & casualty (P&C) insurer looking to extend into financial services, through professional advice, planning and products (e.g., life insurance, annuities, etc.)
  • Existing brand image (i.e., risk reduction, protection) skewing older and inconsistent with required new category associations (e.g., investment return, financial future, etc.)
  • Successful market entry requires building equity bridge from P&C to financial services


  • Exploratory research with current and potential customers (i.e., younger clients) to understand needs (e.g., savings, banking, investment) and brand stretch beyond P&C
  • Equity extension concept development, optimization and validation into new products (e.g., innovative financial plan) and messaging (“no matter where you’re starting from”)
  • Development of single customer value proposition and brand positioning that spans existing and new markets, customers and products
  • Communication audit, strategy sessions and cross functional workshops to prepare go-to-market strategies in launching new concept, including new brand messaging and guidelines


  • Go-to-market plan development, across both operational (i.e., agent communication and training) and communication components (i.e., new materials)
  • Successful launch of new products and services within investments business category (e.g., mutual funds, managed accounts, retirement products and plans)

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